長石燒肉·品牌升级

不同文化的在地品牌建设

对于吃到极致这件事,中国人当然也从来不会放弃追求。近几年日式料理在中国大受欢迎,但大部分品牌都以常规的日本文化及视觉形象呈现。让外来饮食实现与在地文化的沟通,那才是中国人对食物的天赋。

所以从品牌建设的一开始,我们就决定另辟蹊径。

 

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“鲁智深”的生活哲学

基于对中国文化及现代生活的理解,把烧肉这种人类的本质欲望,演绎成特定的吃肉文化。我们为品牌塑造了一个IP形象:不遵守公序良俗,即使当了和尚依然不遵守清规戒律,但仍然不妨碍人们喜欢他,因为他一身侠义,真是可爱——花和尚鲁智深。我们为IP创作了核心故事和系列场景——在快意恩仇的都市生活之外,红泥小火炉,能饮一杯无的疗愈和慰藉。

系列故事在店内以插画的形式呈现,“吃想吃的肉,喝想喝的酒,过自己想过的人生”的核心品牌文化也以文案的形式出现在餐厅内的物料细节上,如筷子套、菜单、点单二维码,筷子套上随机印有不同文案,我们希望,当客人拿起筷子的时候,能带给他们会心一笑……

 

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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烧肉精神的设计表达

在品牌建设的第二阶段,我们延续了IP故事线,鲁智深决定把吃肉精神发挥到极致,把粗中有细的可爱面展露在烤肉面前,于是凭借自己对肉食的研究,开创了“把牛肉吃到极致的烧肉门派”。而这一系列的设计选取“肉”的纹理,结合鲁智深放牧时山的纹理,将肉从来源到切肉、烧肉的形象质感以线条纹理的抽象图形表达。肉质的细腻与门店设计的江湖气息交融,恰似鲁智深身上看似矛盾实则融洽的可爱与侠义。使食客能体验融于江湖,大口吃肉的乐趣。

而鲁智深作为IP成为品牌建立的文化基因,将一直陪伴这个品牌成长。接下来,我们期待長石品牌有更多的在地文化输出。

 

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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