Naxaas Garaafig · 2021
Ben Su Aqoonsiga Sumadda Maqaayadda
by Chao Feng
- Abaalmarinta Naxaasta ah ee A' Design Award 2021 in Garaafig
- CLIENT: MET Creative Brand
- Estimated Number of Design Views: 8,224
- Verification code 45479C2A9C · Verify this award
Colors
About Ben Su Aqoonsiga Sumadda Maqaayadda
Ben Su waa aqoonsi sumad oo loo abuuray maqaayad khaas ah oo kalluun sauerkraut ah. Aqoonsigan wuxuu ku dhisan yahay sifada ugu weyn ee alaabta, taas oo ah dhaqan hidde-sooc dhaqameed dhaqan-dhowr ah oo ah sauerkraut-ka, kaas oo gacanta lagu sameeyo oo lagu dhanaaneeyo 280 maalmood iyadoo aan la isticmaalin kansare-yaal. Boostarka ugu weyn wuxuu si toos ah oo muuqaal ah u soo bandhigayaa faa'iidooyinkan alaabta, isagoo adeegsanaya qaabab jilicsan oo qallooc leh iyo iskudhis midab oo xoog leh si loo hormariyo aqoonsiga degdegga ah. Maqaayadda waxay dhan tahay 260 mitir oo laba jibaaran, waxayna ka kooban tahay meel bandhig sauerkraut ah oo ku taal albaabka soo galidda. Muuqaallada iyo qalabka waxay isku xirayaan aqoonsiga muuqaalka ah iyo bannaanka gudaha ah.
About the Abaalmarinta Naxaasta ah ee A' Design Award
Ben Su Aqoonsiga Sumadda Maqaayadda waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Ben Su Aqoonsiga Sumadda Maqaayadda waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Ben Su Aqoonsiga Sumadda Maqaayadda si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.
Press Kit
- 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.
- 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.
