Ben Su Maha-Trano Fisakafoanana Tarehin'ny Marika by Chao Feng is a highly esteemed winner of the very prestigious 2021 A' Design Award Varahina in Famolavolana Grafika, Sary ary Fifandraisana Ara-tsary Competition Category.
VarahinaGrafika· 2021
Ben Su Maha-Trano Fisakafoanana Tarehin'ny Marika
by Chao Feng
Client: MET Creative Brand
A' Design Award Varahina Winner in Grafika Category
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- Verified Award Winner
- Verify Award Status for #120278
The Design
About Ben Su Maha-Trano Fisakafoanana Tarehin'ny Marika
Ben Su dia maha-trano fisakafoanana marika noforonina ho an'ny trano fisakafoanana manokana amin'ny trondro sauerkraut. Ny maha-izy azy dia miorina amin'ny toetran'ny vokatra fototra, dia ny lova ara-kolontsaina tsy hita maso amin'ny sauerkraut, izay atao an-tanana sy ampiharina fahasimbana mandritra ny 280 andro tsy misy zavatra fanafody mpitahiry. Ny poster lehibe dia mampiseho ireo tombontsoan'ny vokatra ireo amin'ny endrika mifototra amin'ny fahitana mivantana, mampiasa faribolana malefaka sy fifanoherana mafy amin'ny loko mba hahazoana fahafantarana avo lenta. Ny trano fisakafoanana dia mirefy 260 metatra toradroa ary misy faritra fampisehoana sauerkraut eo am-baravarana fidirana. Ny sehatra sy ny fitaovana ampiasaina dia mampifandray ny maha-izy azy amin'ny sehatra anatiny.
The Recognition
About the A' Design Award Varahina
Nandresy ny A' Design Award Varahina ny famolavolana Ben Su Maha-Trano Fisakafoanana Tarehin'ny Marika, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Ben Su Maha-Trano Fisakafoanana Tarehin'ny Marika. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Ben Su Maha-Trano Fisakafoanana Tarehin'ny Marika dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.
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.
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