Ben Su Identitas Merek Restoran by Chao Feng

Ben Su Identitas Merek Restoran by Chao Feng is a highly esteemed winner of the very prestigious 2021 A' Design Award Perunggu in Grafis Competition Category.

PerungguGrafis· 2021

Ben Su Identitas Merek Restoran

by Chao Feng

Client: MET Creative Brand

A' Design Award Perunggu Winner in Grafis Category

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Verified Award Winner

Verify Award Status for #120278

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Colors

The Design

About Ben Su Identitas Merek Restoran

Ben Su nyaéta identitas merek anu dijieun pikeun restoran lauk sauerkraut. Identitas ieu diwangun dumasar kana ciri produk inti tina warisan budaya lisan sauerkraut, anu dijieun ku leungeun sarta diasinan salila 280 poé tanpa bahan pengawet. Poster utama nampilkeun kaunggulan produk ieu dina wangun visual anu langsung, ngagunakeun garis lengkung anu lemes sareng kontras warna anu kuat pikeun ngahasilkeun tingkat pangwanohan anu luhur. Restoran ieu ngawengku wewengkon saluas 260 méter pasagi sarta nyertakeun wewengkon paméran sauerkraut di beulah lawang asup. Adegan sareng props ngahubungkeun identitas visual sareng rohangan interior.

The Recognition

About the A' Design Award Perunggu

Ben Su Identitas Merek Restoran mangrupa juara A' Design Award Perunggu, pangakuan anu pohara bergengsi anu dipasihkeun ka desain unggul anu dicirikeun ku kréativitas, kacerdikan jeung kawaspadaan. Para juara Perunggu téh artéfak anu lobaan kaahlian jeung kréatif pisan anu ngabuktikeun pangalaman anu lega, imajinasi jeung kacerdasan para désainerna. Ben Su Identitas Merek Restoran diharepkeun jadi objék anu dihargaan, dikagumi jeung dipikanyaah anu profésional jeung inovatif. Desain juara A' Design Award Perunggu ieu ngalebetkeun prakték pangalusna dina seni, élmu, desain jeung téknologi, sarta unggul dina perhatian kana détail. Ben Su Identitas Merek Restoran minuhan kabutuhan kalayan éndah, nyentuh kahayang, nyenangkeun rasa, jeung narik rasa panasaran.

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.