全案设计•铸造价值•商业核心

CASTING VALUE OF WHOLE DESIGN

VALUE IS THE CORE OF BUSINESS

BACKGROUND

项目背景

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京腔调，大众点评兰州肉夹馍排行榜 NO.1。5 年的沉淀，从超级肉夹馍到西北国粹小吃的蜕变。2020 年初品牌全新升级，紧接着空间升级，目前和政路店和广场店都已升级完成，这两家店作为我们与京腔调战略合作的样板店面，现已成型。

Jing Qiangdiao, the public commented on Lanzhou Chinese hamburger ranking No.1. The precipitation of 5 years, from super meat bun to northwest quintessence snacks transformation. In early 2020, the brand was upgraded completely, followed by the space upgrade. At present, the hotelier and square stores have been upgraded. These two stores are the model stores for our strategic cooperation with Beijing tune, and are now formed.

大多数市面上的肉夹馍品牌，在品牌意识上还比较薄弱，店面视觉不够规范，出品的标准化也有待加强，这导致了受众对品牌的好感度不一，品牌势能较弱。

我们希望既能为京腔调打造自己的个性化识别系统，也能更利于连锁店的复制与传播。

Most of the Chinese hamburger brands on the market are still weak in brand awareness, the store vision is not standardized enough, and the standardization of products needs to be strengthened, which leads to different audiences’ preference for the brand and weak brand potential. We hope that we can not only build our own personalized identification system for Jingqiang tune, but also be more conducive to the replication and dissemination of chain stores.

从品牌设计到两家店的空间设计，在反复推敲与不断打磨的过程中，我们对自己提出了更高的要求，最终也得到了本次项目客户与广大受众的认可。

From the brand design to the space design of the two stores, in the process of repeated deliberation and constant polishing, we put forward higher requirements for ourselves, and finally got the recognition of the project customers and the general audience.

BRAND DESIGN

品牌设计

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首先在核心视觉元素 LOGO 的表现形式上，图形标志的元素，我们提取了一些比较传统的纹样贯穿于视觉符号本身，在品牌名称京腔调中以“京”字作为符号，融入了中国传统吉祥纹样“窗棂”的样式。

In the performance of the core visual element logo, we use the word "Jing" as the symbol in the brand name Beijing tune, and integrate the traditional Chinese auspicious pattern "window lattice" style.