Ben Su ናይ ቤት-መግቢ ብራንድ መንነት by Chao Feng is a highly esteemed winner of the very prestigious 2021 ናይ ነሓስ ሽልማት A' Design Award in ንድፊ ግራፊክስ፣ ስእልን ብዓይኒ ዝረአ ርክብን Competition Category.

ነሓስግራፊክ· 2021

Ben Su ናይ ቤት-መግቢ ብራንድ መንነት

by Chao Feng

Client: MET Creative Brand

ናይ ነሓስ ሽልማት A' Design Award Winner in ግራፊክ Category

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The Design

About Ben Su ናይ ቤት-መግቢ ብራንድ መንነት

መጽሓፍ ጽሑፍ: ቤን ሱ (Ben Su) ንቤት-መግቢ ሳወርክራውት ዓሳ ዝተፈጥረ ብራንድ መንነት እዩ። እዚ መንነት እዚ ኣብቲ ቀንዲ ናይ ውጽኢት ባህሪ ዘተኮረ ኮይኑ፡ እዚ ኸኣ ብኢድ ዝስራሕን ብዘይ ዝኾነ መዓቀቢ ንድሕሪ 280 መዓልታት ዝጠቀዐን ኢመተርያላዊ ባህላዊ ውርሻ ሳወርክራውት እዩ። እቲ ቀንዲ ፖስተር ነዞም ጥቕምታት ውጽኢት እዚኦም ብቀጥታዊ ራእያዊ መልክዕ የቕርቦም፡ ልኡማት ጥምዘዛታትን ሓያል ዝኾነ ንፅፅር ሕብርን ብምጥቃም ንላዕሊ ተፈላጥነት ንምርካብ። እቲ ቤት-መግቢ 260 ትርብዒት ሜትሮ ዝሽፍን ኮይኑ፡ ኣብ መእተዊኡ ናይ ሳወርክራውት መርኢ ቦታ ይርከቦ። ትእይንትታትን መሳርሒታትን ነቲ ራእያዊ መንነት ምስቲ ውሽጣዊ ቦታ የተኣሳስርዎ።

The Recognition

About the ናይ ነሓስ ሽልማት A' Design Award

Ben Su ናይ ቤት-መግቢ ብራንድ መንነት ናይ ነሓስ ሽልማት A' Design Award ዝዓወተ እዩ፣ ብፈጠራ፣ ርእሰ ሓይልን ስቕታን ዝፍለዩ ብልጫ ዘለዎም ዲዛይናት ዝወሃብ ኣዚዩ ክቡር ኣፍልጦ። ዘዓወቱ ነሓስ ሰፊሕ ተሞክሮ፣ ምሕሳብን ርእሰ ምምዕባልን ዲዛይነራቶም ዘረጋግጹ ኣዚዮም ክኢላታትን ብዘደንቕ መገዲ ፈጠራውያንን ኣርቴፋክትታት እዮም። Ben Su ናይ ቤት-መግቢ ብራንድ መንነት ብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን ብኣገዳሲ መገዲ ሞያውን ሓድሽን ኣቕሓ ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ነሓስ ሽልማት A' Design Award ኣብ ጥበብ፣ ሳይንስ፣ ዲዛይንን ቴክኖሎጂን ዝበለጹ ልምድታት ዘጣምር፣ ንዝርዝር ብዝህቦ ኣቓልቦ ድማ ዝበለጸ እዩ። Ben Su ናይ ቤት-መግቢ ብራንድ መንነት ድልየታት ብጽባቐ የማልእ፣ ንድሌታት ይትንክፍ፣ ንስምዒታት የማርኽን ሕቶ ድማ የሰሕብን።

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.