2016 · SHENZHEN 深圳

STRATEGY 品牌策划  /  VI 视觉形象升级

“老盛昌汤包”以纯正的苏州汤包作为拳头产品,从1999年至今,老盛昌几经变革、不断发展,三名创始人将中华传统美食技艺发扬光大,为消费者提供安心、高性价比又好吃的中式点心快餐产品。如今,老盛昌汤包也成为了大众心目中的中华传统老字号。

作为一个中华传统美食老字号,老盛昌在产品品质、价格上优势明显,但面对年轻消费者的增多、市场消费需求的变化,市面上也出现了许多同类品牌对老盛昌品牌的模仿,消费者对老盛昌品牌认知混乱,故本次老盛昌品牌升级需建立新形象,打造消费者差异化认知,抢占消费者心智,加强自身的品牌壁垒。

感情的连接是品牌与消费者之间无可取代的,对于消费者来说,传统老字号品牌老盛昌就如家一般,是具有街坊气息的汤包馆,充满浓厚的人情味,在本次品牌形象升级中,品牌标志融入了中式厨师“手捧汤包”的形象,并将《一团和气》的“三人合力一人”面部特征用现代简约的线条表达,也寓意三名创始人的齐心协力。整体形象取之经典并加以创新,具有亲和力和信任感,也加强消费者对老盛昌汤包的品牌印记。

The authentic  soup dumplings  from LAO SHENG CHANG DUMPLING has been its competitive products.  Since 1999, Lao Sheng Chang Dumpling has transformed and developed continuously.  Its three founders have continuesly highlighted and developed the Chinese traditional cooking techniques, providing the consumers with rest assured,  high cost-effective and tasty Chinese dim sum. Nowadays, Lao Sheng Chang Dumpling has become a time-honoured food brand in the eyes of the consumers.

As a time-honored brand of Chinese traditional food, Lao Sheng Chang Dumpling has its advantages on quality and price.  However, with the growth of young consumers and changes of the market demand,  there are more and more simulate brands try to intimate Lao Sheng Chang Dumpling, which makes consumers  have difficulty in recognizing  these brands. Therefore, Lao Sheng Chang Dumpling  needs to rebuild and upgrade a new brand image so as to leave a unique impression on consumers, enhance a strong brand recognition and erect a barrier.

The affinity between brand and customers is irreplacable . A time-hornored traditional brand makes customers feel like they are welcome and at home. In our brand upgrading for Lao Sheng Chang Dumpling, the logo is with the image that a Chinese chef holding three soup dumplings,  creatively using simply lines to combine three faces into one face, which represents the three founders make joint efforts in this  company.  The overall image is classical but creative,  narrows the distance between brands and consumers and leaves a deeper impression on customers.

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