Ben Su Umsebenzi Oyinhloko Wesitolo Sokudla by Chao Feng

Ben Su Umsebenzi Oyinhloko Wesitolo Sokudla by Chao Feng is a highly esteemed winner of the very prestigious 2021 Umklomelo Webhulonzi we-A' Design Award in Igrafikhi Competition Category.

IbhulonziIgrafikhi· 2021

Ben Su Umsebenzi Oyinhloko Wesitolo Sokudla

by Chao Feng

Client: MET Creative Brand

Umklomelo Webhulonzi we-A' Design Award Winner in Igrafikhi Category

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The Design

About Ben Su Umsebenzi Oyinhloko Wesitolo Sokudla

Umbhalo Wencwadi: Ben Su ubunikazi bebhrendi obakhelwe indawo yokudlela ehlinzeka ngenhlanzi enomkhaki wekhabishi ofinyeziwe (sauerkraut). Ubunikazi bakhiwe ngokususela esicini esiyinhloko somkhiqizo, okuwumkhaki wekhabishi ofakazela ifa lamasiko elingabonakali, owenziwa ngezandla futhi ufinyezwe izinsuku ezingu-280 ngaphandle kwezinto ezigcinayo (preservatives). Iphosta eyinhloko ivumbulula lezi zici zomkhiqizo ngendlela ebonakalayo neqondile, isebenzisa amagумbo athambile kanye nokuphikisana okuqinile kwemibala ukuze kuqondwe kalula futhi kubonakale ngokugcwele. Indawo yokudlela ihlanganisa ummango ongamamitha esikwele angu-260, futhi ifaka indawo yokukhombisa umkhaki wekhabishi esangweni lokungena. Izigcawu neziphahla ezisetshenziswayo zixhumanisa ubunikazi obubonakalayo nendawo yangaphakathi.

The Recognition

About the Umklomelo Webhulonzi we-A' Design Award

Ben Su Umsebenzi Oyinhloko Wesitolo Sokudla iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Ben Su Umsebenzi Oyinhloko Wesitolo Sokudla ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Ben Su Umsebenzi Oyinhloko Wesitolo Sokudla iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

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.