Ben Su Utambulisho wa Chapa ya Mgahawa by Chao Feng is a highly esteemed winner of the very prestigious 2021 Tuzo ya Shaba ya A' Design Award in Usanifu wa Michoro, Picha na Mawasiliano ya Kuona Competition Category.
ShabaMchoro· 2021
Ben Su Utambulisho wa Chapa ya Mgahawa
by Chao Feng
Client: MET Creative Brand
Tuzo ya Shaba ya A' Design Award Winner in Mchoro Category
Verified Award Winner
Verify Award Status for #120278The Design
About Ben Su Utambulisho wa Chapa ya Mgahawa
Ben Su ni utambulisho wa chapa ulioundwa kwa ajili ya mgahawa wa samaki wa kabichi iliyochachushwa (sauerkraut). Utambulisho huu umejengwa juu ya sifa kuu ya bidhaa ya urithi wa kitamaduni usioshikika wa kabichi iliyochachushwa, ambayo hutengenezwa kwa mikono na kuchachushwa kwa siku 280 bila vihifadhi. Bango kuu linawasilisha faida hizi za bidhaa katika muundo wa moja kwa moja wa kuona, likitumia mikunjo laini na mgongano mkali wa rangi ili kuleta utambuzi wa hali ya juu. Mgahawa huu una eneo la mita za mraba 260 na unajumuisha eneo la maonyesho ya kabichi iliyochachushwa mlangoni. Matukio na vifaa vinaunganisha utambulisho wa kuona na nafasi ya ndani ya jengo.
The Recognition
About the Tuzo ya Shaba ya A' Design Award
Ben Su Utambulisho wa Chapa ya Mgahawa ni mshindi wa Tuzo ya Shaba ya A' Design Award, utambuzi wenye heshima kubwa unaotolewa kwa miundo bora inayotofautishwa kwa ubunifu, ustadi na busara. Washindi wa Shaba ni kazi za ufundi mwingi na bunifu ya kushangaza zinazothibitisha uzoefu mpana, mawazo na ustadi wa wabunifu wao. Ben Su Utambulisho wa Chapa ya Mgahawa inatarajiwa kuwa kitu kinachothaminiwa sana, kupendwa na kuenziwa, ambacho ni cha kitaalamu na bunifu kwa kiasi kikubwa. Muundo huu ulioshinda Tuzo ya Shaba ya A' Design Award unajumuisha mbinu bora katika sanaa, sayansi, usanifu na teknolojia, na ni bora kwa umakini wake kwa undani. Ben Su Utambulisho wa Chapa ya Mgahawa hutosheleza mahitaji kwa uzuri, hugusa hamu, huvutia hisia na kuvutia udadisi.
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.
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