品牌视觉全案设计| 刀下牛人鲜货串串火锅
Brand Visual Full Case Design|Daoxianiuren chuan chaun hotpot
串串作为传统特色美食，深得消费者青睐，虽然串串市场已是一片红海，但每年跳海的人还是络绎不绝。提到串串，大部分消费者的印象是网红、地方性特色、爆款产品……
那么串串新品牌该如何立足？疫情过后，人们对食物健康和安全的要求越来越高，串串新品牌想要立足市场，首先要做到的就是品质感，用品质感打破串串脏乱差的“刻板印象”，以减少人们对食物的顾虑。如今诸多串串品牌已经开始向品质方向发展，但品质一词背后含义太过广泛，人们很难对品牌形成清晰的记忆点。
所以我们在品质下面的细分领域给出了一个答案：新鲜。
据《中国餐饮报告》等数据显示，中国消费者对餐饮口味的选择，逐渐从“辣”向“鲜”转变。“新鲜”往往在大部分人心中是食物品质的代名词，能做到“新鲜”的串串品牌，将会很容易被大众接受和选择。
新品牌需要聚焦爆款，从而降低消费者对品牌的选择成本。
在串串行业中，牛肉作为传统品类，在消费者心中认可度一直稳居第一，具有极强的生命力。而相对于其他肉类，牛肉也更具品质感，于是我们选择了牛肉作为项目的主打产品，并将品牌命名为——刀下牛人，让其不仅带有品牌的产品属性，还保有串串固有的市井感。
吃串串作为餐饮分类中少数需要消费者自己选菜拿菜的消费场景，能让消费者第一时间感受到菜品的新鲜与否。而普通家庭生活中的新鲜是通常从市场到餐桌的距离，于是打造沉浸式的尝鲜体验——鲜货集市，成为我们刀下牛人品质打造的第二步。
我们将取菜点设计成市场上档口的形式，招牌牛肉现切现串，让消费者真切感受到牛肉的新鲜。同时设计鲜货集市专用的粮票作为促销工具，加强集市的氛围感和体验感，店内用“三不原则”的新鲜承诺，持续不断的对“新鲜”进行输出。
Chuanchuan, as traditional specialties, are deeply favored by consumers, and although the skewer market is already a red sea, there are still a lot of people jumping into the sea every year. When it comes to kebabs, most consumers have the impression of Netflix, local specialties, and pop-up products ......
So how should a new brand of skewers gain a foothold? After the epidemic, people's requirements for food health and safety are getting higher and higher, skewers new brands want to be based on the market, the first thing to do is the sense of quality, to break the skewers with the texture of the "stereotype" of the dirty and poor to reduce people's concerns about the food. Nowadays, many skewer brands have begun to develop in the direction of quality, but the meaning behind the word quality is too broad, so it is difficult for people to form a clear memory of the brand.
That's why we gave an answer in the segment below quality: freshness.
According to the China Food & Beverage Report and other data, Chinese consumers' choice of food and beverage flavors has gradually shifted from "spicy" to "fresh". "Fresh" is often synonymous with food quality in most people's minds, and chuanchaun brands that can achieve "freshness" will be easily accepted and chosen by the public.
New brands need to focus on the explosive, so as to reduce the cost of consumer choice of brands.
In the skewer industry, beef as a traditional category, in the hearts of consumers has been the first recognition, has a strong vitality. Relative to other meats, beef also has a greater sense of quality, so we chose beef as the main product of the project, and named the brand - under the knife cattleman, so that not only with the brand's product attributes, but also retain the inherent sense of the marketplace skewers.
Eating chuanchuan, as one of the few consumer scenarios in the restaurant category that requires consumers to choose and take their own food, allows consumers to feel the freshness of the food at the first time. Freshness in ordinary family life is usually the distance from the market to the dinner table, so to create an immersive experience of tasting fresh food - fresh food bazaar, became the second step in the quality of our cattle under the knife to build.
We designed the pick-up point in the form of a market stall, where the signature beef is cut and skewered on the spot, allowing consumers to truly feel the freshness of the beef. At the same time, we designed the special food stamps for the Fresh Food Market as a promotional tool to strengthen the atmosphere and experience of the market, and the freshness promise of the "three no's" in the store is used to continuously output the "freshness".
刀下牛人的“新鲜”不仅应该满足人们对健康、安全食材的需求，也是人们对传统串串印象的区隔，更应该是一种对品质生活充满热爱的鲜活态度。
我们希望“新鲜”的概念能贯穿品牌始终，因此在品牌后期的营销推广中，我们围绕“新鲜”开展了“情感保鲜时刻”、“记录新鲜瞬间”等一系列的保鲜活动，将品牌的价值主张不断向消费者输出……
