Ben Su Chiratidzo cheBhurendi yeRestaurant by Chao Feng

Ben Su Chiratidzo cheBhurendi yeRestaurant by Chao Feng is a highly esteemed winner of the very prestigious 2021 Mubairo weBronzi we A' Design Award in Girafiki, Mifananidzo neKutaurirana kweMeso Competition Category.

BronziGirafiki· 2021

Ben Su Chiratidzo cheBhurendi yeRestaurant

by Chao Feng

Client: MET Creative Brand

Mubairo weBronzi we A' Design Award Winner in Girafiki Category

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Colors

The Design

About Ben Su Chiratidzo cheBhurendi yeRestaurant

Ben Su ichiratidzo chebhurendi chakagadzirirwa resitorendi inotengesa hove dzine sauerkraut. Chiratidzo ichi chakavakirwa pamusoro pechinhu chikuru chechigadzirwa, icho ndicho ndangariro yetsika yakachengetedzwa yesauerkraut, inogadzirwa nemaoko uye ichiiswa mumunyu kwemazuva mazana maviri nemakumi masere (280) pasina zvinodzivirira kuora. Bhodhi guru repositi rinoratidza zvakanaka izvi zvechigadzirwa nenzira inoonekwa zvakananga, richishandisa mitsara yakapfava uye mavara anopesana zvakasimba kuti zvive nyore kuzivikanwa. Resitorendi iyi ine nzvimbo inosvika 260 square metres, iine nzvimbo yekuratidza sauerkraut pamukova wekupinda. Zvinoitika nezvishandiso zvakabatanidzwa nechiratidzo chinoonekwa kuti zvienderane nenzvimbo yemukati.

The Recognition

About the Mubairo weBronzi we A' Design Award

Mubairo weBronzi we A' Design Award wakahwinwa ne Ben Su Chiratidzo cheBhurendi yeRestaurant, rukudzo rwakakwirira kwazvo runopiwa kumadhizaini akasiyana anozivikanwa nekugadzira, njere nekungwara. Vakunda veBronzi mabasa ane unyanzvi hwakakwana uye kugadzira kunoshamisa kunosimbisa ruzivo rukuru, pfungwa nehunyanzvi hwevagadziri vawo. Ben Su Chiratidzo cheBhurendi yeRestaurant inotarisirwa kuva chinhu chinokudzwa kwazvo, chinoremekedzwa uye chinodiwa, chine hunyanzvi hunoonekwa uye zvitsva. Dhizaini iyi yakahwina Mubairo weBronzi we A' Design Award inosanganisa maitiro akanakisa muhunyanzvi, sayenzi, dhizaini netekinoroji uye yakasiyana nekutarisisa zvidiki. Ben Su Chiratidzo cheBhurendi yeRestaurant inogutsa zvinodiwa zvakanaka, inobata zvishuvo, inokwezva manzwiro uye inomutsa kuda kuziva.

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.