蛙鱼潭 | 活蛙现杀，做有态度的美蛙

蛙鱼潭 | 活蛙现杀，做有态度的美蛙

Wa!yutan| Live Frogs, Freshly Killed, Be a Frog with Attitude

作为火锅里面的细分品类，美蛙鱼头拥有一群忠实的消费群体。由于美蛙鱼头的品类特有性，这群消费者目的性更强，只需从品类中选择他们认为对的品牌，便可以轻易成为这个品牌的忠实粉丝。如何成为美蛙鱼头品类中的首选品牌，便成为了重中之重。

纵观美蛙鱼头目前的市场情况，头部品牌空有其特色，却对餐饮业的基础标签“好吃”一词没有定义，对于美蛙鱼头消费主力军——90后来说，“好吃”不仅体现在味道层面，还需拥有独特的标准，愉悦的空间体验和社交属性，而这正是我们的机会。

“厂牌”一词源自音乐行业，我们将其概念应用至《蛙鱼潭》，定位“美味生产厂牌”，以表达我们对美蛙鱼头的出品形成自成一派的输出标准，以及坚持美蛙鱼头细节打造的态度。“厂牌”同样是自带社交属性，是蛙鱼潭和这群年轻消费者沟通的个性化标签。

我们在产品和底料上，展现了蛙鱼潭标准化的出品要求。logo上强化蛙鱼潭活蛙现杀的特点，给予消费者选择蛙鱼潭的理由，提升消费者对品牌的喜好度。将美蛙的选择和制作标准，进行数字化呈现，让消费者直观感受到到蛙的新鲜和品质。油的vi上，我们通过“100%”“一次性”“禁止重复使用”等文案，突出强调了蛙鱼潭一次性底料的干净和新鲜。

在空间上，我们契合厂牌的概念，用年轻人喜欢的方式，在墙面上展示我们对蛙的标准输出，并运用相关物料，将整个蛙鱼潭，打造成了舒适干净的美味制造空间。

同时，蛙的拼音自带“wa”属性，这种天生的基因，让蛙具备了跟年轻人的互动基础，也让品牌更易和消费者进行沟通，进一步产生关联。

As a sub-category of hot pot, Mei Frog Fish Head has a group of loyal consumers. Due to the category specificity of Mei Frog Fish Head, this group of consumers is more purposeful and can easily become loyal fans of the brand by choosing the right brand from the category. How to become the preferred brand in the American frog fish head category has become a top priority.

Looking at the current market situation of American frog fish head, the head brand has its own characteristics, but there is no definition of the basic label of the catering industry "delicious", for the main consumer of American frog fish head - 90 years later, "delicious" is not only reflected in the flavor level, but also in the taste level. For the main consumer of Mei Frog Fish Head - 90s, "delicious" is not only reflected in the flavor level, but also need to have unique standards, pleasant space experience and social attributes, and this is our opportunity.

The word "label" originates from the music industry, and we apply the concept to "Wayutan", positioning it as a "delicious production label" to express our self-contained output standard for Mei Frog Fish Head's productions, as well as our insistence on the details of Mei Frog Fish Head. The "Label" is an expression of our attitude to form a self-contained output standard for our products and our insistence on the details of our fish head. The "label" also carries social attributes and is a personalized label for Frog Fish Head to communicate with this group of young consumers.

We show Wayutan's standardized production requirements on products and base ingredients, and reinforce Wayutan's freshly killed frogs on the logo, giving consumers a reason to choose Frogfish Lake and enhancing their preference for the brand. We also digitized the selection and production standards of the frogs so that consumers could visualize the freshness and quality of the frogs. On the vi, we emphasized the cleanliness and freshness of Wayutan's disposable base by using copy such as "100%", "disposable" and "no reuse".

In terms of the space, we fit in with the concept of the label and used the wall to display our standard output of frogs in a way that young people like, and used related materials to make the whole Frog Fishtank a comfortable and clean space for making delicious food.

At the same time, the pinyin of frog comes with the attribute of "wa", which is an innate gene that gives frog a basis for interaction with young people, and makes it easier for the brand to communicate with consumers and create further associations.