Ben Su Kaupapa Matua: Tuakiri Waitohu mō te Wharekai by Chao Feng

Ben Su Kaupapa Matua: Tuakiri Waitohu mō te Wharekai by Chao Feng is a highly esteemed winner of the very prestigious 2021 A' Design Award Parahi in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

ParahiWhakairoiro· 2021

Ben Su Kaupapa Matua: Tuakiri Waitohu mō te Wharekai

by Chao Feng

Client: MET Creative Brand

A' Design Award Parahi Winner in Whakairoiro Category

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Colors

The Design

About Ben Su Kaupapa Matua: Tuakiri Waitohu mō te Wharekai

Kōrero Pukapuka: Ko Ben Su he tuakiri waitohu i hangaia mō tētahi wharekai ika kai kāpeti tahu. E ahu mai ana te tuakiri i te āhuatanga matua o te hua, arā, te kāpeti tahu tuku iho ā-ahurea, e hangaia ā-ringa ana, ā, e whakatahuria ana mō ngā rā e 280 me te kore whakauru mea whakapiri. Ka whakaatu te pou pānui matua i ēnei painga hua mā te āhua ataata tika, mā te whakamahi i ngā kōpiko ngāwari me te whakatairite tae kaha kia mārama ai te mōhiotia. E 260 mita tapawhā te rahi o te wharekai, ā, kei roto tētahi wāhi whakaaturanga kāpeti tahu i te kūwaha tomokanga. Ka hono ngā āhuatanga me ngā taputapu i te tuakiri ataata ki te wāhi o roto.

The Recognition

About the A' Design Award Parahi

Ko Ben Su Kaupapa Matua: Tuakiri Waitohu mō te Wharekai te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Ben Su Kaupapa Matua: Tuakiri Waitohu mō te Wharekai he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Ben Su Kaupapa Matua: Tuakiri Waitohu mō te Wharekai i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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.