Ben Su Ҳувияти Бренди Тарабхона by Chao Feng

Ben Su Ҳувияти Бренди Тарабхона by Chao Feng is a highly esteemed winner of the very prestigious 2021 Ҷоизаи биринҷии A' Design Award in Дизайни графика, тасвирсозӣ ва иртиботи визуалӣ Competition Category.

БиринҷГрафика· 2021

Ben Su Ҳувияти Бренди Тарабхона

by Chao Feng

Client: MET Creative Brand

Ҷоизаи биринҷии A' Design Award Winner in Графика Category

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Verified Award Winner
Verify Award Status for #120278

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Colors

The Design

About Ben Su Ҳувияти Бренди Тарабхона

Бен Су ҳувияти бренде мебошад, ки барои тарабхонаи моҳии карами турш эҷод шудааст. Ин ҳувият бар пояи хусусияти асосии маҳсулот — карами туршии мероси фарҳангии ғайримоддӣ, ки дастӣ тайёр карда шуда, 280 рӯз бидуни консерванту хушк карда мешавад — сохта шудааст. Постери асосӣ ин бартариҳои маҳсулотро ба шакли равшани визуалӣ пешниҳод мекунад ва бо истифода аз хатҳои нарм ва муқоисаи қавии рангҳо шинохти баланд таъмин мешавад. Тарабхона масоҳати 260 метри мураббаъро дар бар мегирад ва дар назди даромадгоҳ минтақаи намоиши карами турш ҷойгир аст. Саҳнаҳо ва воситаҳо ҳувияти визуалиро бо фазои дохилӣ пайваст мекунанд.

The Recognition

About the Ҷоизаи биринҷии A' Design Award

Ben Su Ҳувияти Бренди Тарабхона ғолиби Ҷоизаи биринҷии A' Design Award аст, ки эътирофи басо обрӯманд буда, ба тарҳҳои барҷаста дода мешавад, ки бо эҷодкорӣ, зеҳни тез ва зиракӣ фарқ мекунанд. Ғолибони биринҷ артефактҳои хеле моҳир ва ба таври ҷолиб эҷодкоронаанд, ки таҷрибаи васеъ, тасаввурот ва зеҳни тарроҳони худро тасдиқ мекунанд. Интизор меравад, ки Ben Su Ҳувияти Бренди Тарабхона ашёи хеле қадршуда, мавриди таҳсин ва маҳбуб бошад, ки ба таври назаррас касбӣ ва навоварона аст. Ин тарҳи ғолиби Ҷоизаи биринҷии A' Design Award беҳтарин амалияро дар санъат, илм, тарроҳӣ ва технология дар бар мегирад ва бо диққати худ ба тафсилот аъло аст. Ben Su Ҳувияти Бренди Тарабхона эҳтиёҷотро бо зебоӣ қонеъ мекунад, ба хостаҳо даст мерасонад, эҳсосотро мафтун месозад ва кунҷковиро ҷалб мекунад.

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.