長石燒肉·品牌升級

不同文化的在地品牌建設

對于吃到極致這件事,中國人當然也從來不會放棄追求。近幾年日式料理在中國大受歡迎,但大部分品牌都以常規的日本文化及視覺形象呈現。讓外來飲食實現與在地文化的溝通,那才是中國人對食物的天賦。

所以從品牌建設的一開始,我們就決定另辟蹊徑。

 

The Chinese, of course, never give up their pursuit of the ultimate. In recent years, Japanese cuisine is very popular in China, but most of the brands are presented with the conventional Japanese culture and visual image. Let the foreign food realize the communication with the local culture, that is the Chinese talent for food.

So from the beginning of brand building, we decided to find another way.

IP“魯智深”的生活哲學

基于對中國文化及現代生活的理解,把燒肉這種人類的本質欲望,演繹成特定的吃肉文化。我們為品牌塑造了一個IP形象:不遵守公序良俗,即使當了和尚依然不遵守清規戒律,但仍然不妨礙人們喜歡他,因為他一身俠義,真是可愛——花和尚魯智深。我們為IP創作了核心故事和系列場景——在快意恩仇的都市生活之外,紅泥小火爐,能飲一杯無的療愈和慰藉。

系列故事在店內以插畫的形式呈現,“吃想吃的肉,喝想喝的酒,過自己想過的人生”的核心品牌文化也以文案的形式出現在餐廳內的物料細節上,如筷子套、菜單、點單二維碼,筷子套上隨機印有不同文案,我們希望,當客人拿起筷子的時候,能帶給他們會心一笑……

 

Life philosophy of IP "Lu Zhishen"

Based on the understanding of Chinese culture and modern life, this paper deduces the essential desire of human beings to a specific meat eating culture. We have created an IP image for the brand: not abiding by the public order and good customs, even if being a monk still does not abide by the rules and regulations, but still does not prevent people from liking him, because he is chivalrous and really lovely - Hua monk Lu Zhishen. We have created core stories and series of scenes for IP - in addition to happy urban life, red clay small stove can drink a cup of healing and consolation.

The series of stories are presented in the form of illustrations in the store. The core brand culture of "eat the meat you want, drink the wine you want, and live the life you want" also appears in the form of copywriting in the details of the materials in the restaurant, such as chopsticks cover, menu, order two-dimensional code, chopsticks cover is printed with different copywriting randomly. We hope that when the guests pick up chopsticks, they will be able to know each other Laugh...

 

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燒肉精神的設計表達

在品牌建設的第二階段,我們延續了IP故事線,魯智深決定把吃肉精神發揮到極致,把粗中有細的可愛面展露在烤肉面前,于是憑借自己對肉食的研究,開創了“把牛肉吃到極致的燒肉門派”。而這一系列的設計選取“肉”的紋理,結合魯智深放牧時山的紋理,將肉從來源到切肉、燒肉的形象質感以線條紋理的抽象圖形表達。肉質的細膩與門店設計的江湖氣息交融,恰似魯智深身上看似矛盾實則融洽的可愛與俠義。使食客能體驗融于江湖,大口吃肉的樂趣。

而魯智深作為IP成為品牌建立的文化基因,將一直陪伴這個品牌成長。接下來,我們期待長石品牌有更多的在地文化輸出。

 

Design and expression of the spirit of burning meat

In the second stage of brand building, we continued the IP story line. Lu Zhishen decided to give full play to the meat eating spirit and show the rough, medium and fine lovely noodles in front of the barbecue. Therefore, with his own research on meat, we created the "meat cooking sect that takes the beef to the extreme". In this series of designs, the texture of "meat" is selected, and the texture of the mountain when Lu Zhishen grazes is combined to express the image texture of the meat from the source to the meat cutting and burning with the abstract graph of the line texture. The delicacy of the meat and the flavor of the Jianghu in the store design blend, just like Lu Zhishen's seemingly contradictory but actually harmonious loveliness and chivalry. So that diners can experience the fun of melting in the Jianghu and eating meat.

 

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