Ben Su Nota Proprietatis Culinariae by Chao Feng

Ben Su Nota Proprietatis Culinariae by Chao Feng is a highly esteemed winner of the very prestigious 2021 Praemium A' Design Award Aeneum in Graphica Competition Category.

AesGraphica· 2021

Ben Su Nota Proprietatis Culinariae

by Chao Feng

Client: MET Creative Brand

Praemium A' Design Award Aeneum Winner in Graphica Category

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Verified Award Winner

Verify Award Status for #120278

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Colors

The Design

About Ben Su Nota Proprietatis Culinariae

Ben Su est nota proprietatis condita pro popina piscium cum brassica acida. Haec nota fundatur in praecipua proprietate producti, scilicet brassica acida ex patrimonio culturali intangibili, quae manu confecta et per ducentos octoginta dies sine conservantibus fermentata est. Affiche principalis has proprietates producti forma visuali directa praesentat, curvis mollibus et contrastu colorum valido utens ad cognoscibilitatem altam efficiendam. Popina area ducentorum sexaginta metrorum quadratorum constat et locum expositionis brassicae acidae ad ingressum continet. Scaenae et instrumenta identitatem visualem cum spatio interiore coniungunt.

The Recognition

About the Praemium A' Design Award Aeneum

Ben Su Nota Proprietatis Culinariae victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Ben Su Nota Proprietatis Culinariae rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Ben Su Nota Proprietatis Culinariae necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In the part of brand differentiation positioning, the designers extracted the core advantages of "intangible cultural heritage sauerkraut", which was rich in 1 billion probiotics, handmade pickled for 280 days, without adding any preservatives and other issues that consumers are very concerned about. Through the main poster image, the brand advantages are conveyed to consumers, giving the evidence chain of product advantages.
Dimensions & Packaging: The project covers a total of 260 square meters.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Sauerkraut Fish
Production Technology: Through the construction of scenes and props, the whole restaurant integrates the artistic sense and commercial functions into the space of Bensu. A sauerkraut display area is set up at the entrance, and through an artistic presentation, the brand's greatest features are fully presented to consumers before entering the restaurant.
Design Challenge: How to combine and express the historical sense with modern design language is an important challenge for designers in this project. In the brand image exploration stage, they tried to refine the regional cultural characteristics behind the product.
Research: Bensu Sauerkraut Fish is a brand of sauerkraut fish with strong product resource advantages and unique taste. The designers have combed the brand's success genes for more than ten years, and extracted the most competitive core differentiation of the brand: "Centennial intangible cultural heritage sauerkraut". Based on this advantage, they put forward the core product slogan: "Centennial intangible cultural heritage sauerkraut, originated in 1902".
Inspiration: The designers want to build Bensu into a brand that is more eye-catching, recognizable, and able to differentiate itself from other sauerkraut fish brands. They put forward the differentiated positioning of the brand, starting from the product taste characteristics of sauerkraut fish, hoping that consumers will have a clear memory and taste stimulation when they see the brand image.
Project Duration: The project started in December 2019 in Taicang and finished in March 2020 in Taicang.
Operation Flow: Due to the old brand image, the overall development of the enterprise is weak and can not win the love and recognition of young consumers. Therefore, in order to seek differentiation and maintain brand vitality, Bensu has carried out a systematic brand upgrade to meet the current industry and market trend, hoping to occupy the market and consumer cognition through the brand when the categories tend to be similar.
Patents: Copyrights belong to Pushui Zhang, 2020.
Team Members: Chao Feng
Youjia Gu
Yuchen Wang
Yuerong Liao
Yun Liu
Image Credits: Image #1: Photographer Pushui Zhang, Ben Su, 2020.
Image #2: Photographer Pushui Zhang, Ben Su, 2020.
Image #3: Photographer Pushui Zhang, Ben Su, 2020.
Image #4: Photographer Pushui Zhang, Ben Su, 2020.
Image #5: Photographer Pushui Zhang, Ben Su, 2020.