Ben Su Restaurantens merkevareidentitet by Chao Feng

Ben Su Restaurantens merkevareidentitet by Chao Feng is a highly esteemed winner of the very prestigious 2021 A' Design Award i Bronse in Grafikk-, Illustrasjons- og Visuell Kommunikasjonsdesign Competition Category.

BronseGrafikk· 2021

Ben Su Restaurantens merkevareidentitet

by Chao Feng

Client: MET Creative Brand

A' Design Award i Bronse Winner in Grafikk Category

8,224
Verified Award Winner
Verify Award Status for #120278

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Ben Su Restaurantens merkevareidentitet

Ben Su er en merkevareidentitet skapt for en restaurant som spesialiserer seg på syrnet kål og fisk. Identiteten er bygget på kjerneproduktets egenskap som immateriell kulturarv – surkål som håndlages og syrnes i 280 dager uten konserveringsmidler. Hovedplakaten presenterer disse produktfordelene i en direkte visuell form, med bruk av myke kurver og sterk fargekontrast for høy gjenkjennelighet. Restauranten dekker et areal på 260 kvadratmeter og inkluderer et utstillingsområde for surkål ved inngangen. Scener og rekvisitter knytter den visuelle identiteten sammen med interiørrommet.

The Recognition

About the A' Design Award i Bronse

Ben Su Restaurantens merkevareidentitet er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. Ben Su Restaurantens merkevareidentitet forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. Ben Su Restaurantens merkevareidentitet tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.

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.