2016 · SHENZHEN 深圳

STRATEGY 品牌策划  /  VI 视觉形象升级

云味馆是一家以过桥米线为主打产品的餐饮品牌,自2014年开店至今,云味馆以极致的运营效率成为深圳米线品类的冠军。不受传统餐饮思维的束缚,将过桥米线这一品类重新包装并进行品牌化运作是云味馆在这一品类市场里成功走出差异化道路的原因所在。

过桥米线品类在全国餐饮市场发展异常火爆,品类竞争激烈的环境下,云味馆也面临着品牌发展瓶颈:品牌主题打造简单,容易被其它同类品牌复制模仿。在店店迭代的形式下,要在这样一个竞争激烈的品类里实现品牌突围,云味馆需找到契合自身发展的品牌基因,并进行视觉体现与演绎,通过丰满和强化品牌个性以实现中式快餐的升级转型。

本次项目重点是在众多云南元素里重新挖掘吻合云味馆的品牌基因,云南除了代表文艺、小资、美丽等,在我们眼里,它更具有原生态、淳朴、自由热情的特征,而“人与自然是兄弟”也是云南纳西族人关于人与自然和谐共处的主题之一。

基于以上观点以及与云味馆创始团队的沟通探讨,我们认为,云味馆不仅售卖过桥米线,还代表着一种生活态度:追求人与自然共存共荣的和谐态度,敬畏自然、尊重劳作、享受生活。根据新的差异化定位,云味馆新的设计调性具有文创、原生态、具备人文生活气息的特点,在核心表达上,我们选用了纳西族人的东巴文作为主线索,并由此展开VI视觉升级工作。

YUN Cuisine is a food brand that makes bridge rice noodles as their competitive product. Since the first restaurant opened in 2014, it has become the best seller of rice noodles in Shenzhen due to its high operational efficiency. The reason why Yun Cuisine could make their way out in the fierce competition market is that it thinks outside of the box and rebuild the package of rice noodles and branding it, differenciates itself from other competitors.

Rice noodles is extremely popular in China these days. Under fierce competition, Yun Cuisine is facing its bottleneck due to its simple brand theme which is easy to be intimated by other brands.  While every brands is transforming, Yun Cuisine needs to find its own attributes within itself, upgrade its visual identification, enrich the brand characteristics to make a breakthrough.

The core of this project is to unearth the brand attributes of Yun Cuisine among most elements from Yunnan.  In addition to representing the beauty, Yunnan is more original, simple, and free-spirited in our eyes. “Man and nature are brothers” is one of the themes of Naxi Nationality in Yunnan  who live in harmony with the nature.

Based on the opinions mentioned above and the dicussion with the founders, we arrive the conclusion that Yun Cuisine is not only selling their bridge rice noodles but also represents an atititude towards living in harmony with nature, reverencing the nature, respecting labour and having a happy life. According to our positioning, the new brand identity design is creative, cultural, original and full of life. We choose the Dongba character from Naxi Nationality as our main clue to upgrade the VI system of Yun Cuisine.

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