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老娘舅餐飲連鎖
行業:餐飲住宿
服務:品牌設計

一、進階全國一線快餐品牌

老娘舅快餐是浙江地區快餐領導品牌,也是國內第一家攻克中式快餐標準化難關的快餐品牌。經過多年發展,老娘舅品牌提出由區域二線餐飲品牌向全國一線餐飲品牌進階的戰略發展目標。因此,2016年老娘舅快餐對品牌進行重新定位與定位后品牌形象設計提升的工作。

本次品牌定位與形象提升的主要任務是重新定義老娘舅快餐的品類、界定源點客群、明確品項、確定品牌定位。同時,將品牌定位語言符號化、可視化,提升老娘舅快餐的視覺形象體系。通過品牌的重新定位與品牌視覺形象提升的工作,實現老娘舅快餐由區域二線餐飲品牌,向全國性一線餐飲品牌的進階。


二、品類聚焦,定位“去骨燒魚飯專家”

前特勞特(中國)戰略定位咨詢公司高級分析師、戰略定位專家談云海博士基于對“ 競爭品牌的定位”、“快餐消費人群心智”、“品牌自身優勢”三要素進行綜合調研與分析,通過專業的品牌定位工具,為老娘舅建立了“去骨燒魚飯專家”的品牌定位,將品類聚焦到“去骨燒魚飯”。為了迎合目標客群對低熱量快餐的訴求,創作了“熱量還是低點好”的品牌廣告語。

三、定位語言可視化

規范、美觀的品牌形象設計能夠將定位語言可視化,使品牌定位易識、易記、易傳播。有助于將品牌定位有力地植入消費者心智,在市場競爭中獲取領先地位。

晏鈞設計憑借二十三年品牌形象設計經驗,基于老娘舅快餐的品牌定位策略、快餐連鎖行業特征與當今視覺設計趨勢,為老娘舅的品牌形象進行了全面的升級。


1. 品牌標志提升— —標志去“人物化”設計

為使品牌定位語言的視覺傳播更簡潔,更直觀,解決品牌名稱和品類的組合關系,晏鈞設計團隊選擇了字體標的設計方案。新標志的升級,使老娘舅的品牌名稱易被消費者記憶與識別,同時將去骨燒魚飯的品類在標志設計中更得到了更充分、更直觀的展現。

2. 品類視覺表現

為集中表現“去骨燒魚飯”的品類,晏鈞設計團隊首先在標志設計中采用了品牌名+品類名的設計策略。標志中加入“去骨燒魚飯”的品類名稱,使老娘舅的品牌名與去骨燒魚飯的品類掛鉤,深化了老娘舅去骨燒魚飯專家的品牌定位。

為使“去骨燒魚飯”的品類在品牌視覺形象識別系統中得到充分表現,晏鈞設計團隊將魚和大米的廓形巧妙結合,將其設計為老娘舅品牌的輔助圖形。不僅表達了食材是魚和米飯,更凸顯了“魚米之鄉”的品牌文化支撐。

3. 廣告語視覺表現

老娘舅“熱量還是低點兒好”的廣告語表達了目標客群對低熱量飲食的訴求。為使廣告語所表達的功能訴求能夠直觀地被消費者感知,晏鈞設計團隊將“熱量低”這一訴求數字化、符號化。用符號化、數字化設計形象地展示了712低卡路里的套餐熱量,166天稻米日照、420天生態放養淡水魚、97度現燒等獨特的品牌要素。


定位語言為釘,視覺形象為錘。擁有強有力的視覺識別系統才能精準、強力地將品牌定位深入顧客心智,實現購買轉化,并長期占據消費者心智。專業、精準、創新的定位后形象設計,對老娘舅品牌穩固其市場領導者的地位有著決定性作用,為品牌實現長效盈利和品牌資產的持續增長奠定了情感個性與美學基礎。

完成品牌定位與定位后形象設計工作后,老娘舅品牌實現了迅猛發展。2016年全年,老娘舅在全國新開設了100余家門店,創造餐飲業的新記錄。在2016年餐飲行業普遍下行的情況下,老娘舅實現逆勢增長,全年銷售突破7億元,向全國性一線快餐品牌不斷邁進。


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