2016 · SHENZHEN 深圳

STRATEGY 品牌梳理 / VI 视觉系统 / SI 空间设计

乐凯撒，榴莲比萨的开创者。也是近年来中国休闲餐饮连锁品牌中的明星级品牌。从品类第一战略上来看，乐凯撒是典型的开创了一个新的品类，并且是由爆款榴莲比萨异军突起的新锐比萨品牌。

系统化的建立品牌形象有助于连锁经营品牌的便捷管理及品牌扩张，本次乐凯撒品牌升级工作即需要让品牌视觉形象成为消费者与乐凯撒的一个链接，通过品牌的视觉印记，成为乐凯撒品牌与乐粉沟通、互动的工具，与消费者之间建立更多的联系与情感。

本次品牌升级，不只是对品牌形象符号等基础元素的优化，更希望品牌与消费者互动。所以我们塑造了乐凯撒的超级符号，通过更清晰、更简洁的方式，发挥视觉锤的价值，并将“乐变、趣玩、意匠”的品牌精神贯穿至“平面视觉，空间，公关活动，传播营销”等每个环节，与消费者沟通、互动、玩乐，赋予品牌更多意义。

LaCésar, the starter of durian pizza, who has been a star brand of the catering industry in China these years. In terms to the brand strategy, it is a company that initiate a brand new category with its explosive popular durian pizza in China.

A systematic visual identification system will boost the operation and expansion of a chained-brand restaurant. During the upgrade process, our job is to make LaCésar have more connections to the consumers through an impressive brand visual identification system. We believe that an impressive brand image can occupy the customers’ mind and give rise to interaction between the restaurant and customers.

While only optimizing the logo of LaCésar, we create a super icon for it so as to give rise to the interaction between the restaurant and customers in a clearer and simpler way. The brand spirits of “ Happy to change, Creative chef, Make fun” has been reflected in every part from granphic design, spacing, events to marketing. We believe that the more communication,fun and interaction are made, the more place that a brand occupies in the mind of the customers while adding more value and meanings to the brand itself.