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品牌全案|小吃快餐如何打造品牌记忆点——老粉作坊品牌升级品牌视觉全案设计 | 老粉作坊 Brand Visual Full Case Design | Lao Fen Zuo Fang 继2016年与“老粉作坊“合作之后， 有幸再次为其进行品牌重塑，加注新的能量。 After working with "Lao Fen Zuo Fang" in 2016, we have the honor to rebrand it again with new energy.  消费行为的本质，是从产品到品牌的选择过程 这个时代唯一不缺的就是选择 尤其是对食物的选择 米线作为小吃快餐的分支 要想在竞争激烈的小吃街突出重围 那就需要降低消费者的选择成本
The essence of consumer behavior, from the product to the brand selection process The only thing that's not lacking in this day and age is choice Especially the choice of food Rice noodles as a branch of fast food To stand out in the competitive snack street Then you need to reduce the cost of choice for consumers
“爆款”,让购买理由被看到 回顾品牌现状： 老粉作坊作为一家主打米线类产品的餐饮连锁品牌 经过几年来的经营，不断丰富着产品口味及品类 以适应市场需求，但正由于产品的丰富 导致顾客失去焦点，品牌记忆点模糊 因此，产品线聚焦 建立清晰的印象，从而进入消费者心智 是本次品牌重塑的第一步。 结合市场数据，在与甲方深入探讨后决定 将“酥肉”、“米线”两个与众不同 又极具顾客基础的产品相结合 以“酥肉米线”为老粉作坊的品类记忆 "Explosive", so that the reason for purchase to be seen Review the brand status quo: As a restaurant chain brand specializing in rice noodle dishes After several years of operation, constantly enriching the product flavor and category to adapt to market demand, but because of the abundance of products customers lose focus and the brand memory point is blurred Therefore, product line focus to establish a clear impression and enter the mind of consumers is the first step of this rebranding. Combined with the market data, and after in-depth discussions with Party A, it was decided to to combine "crispy meat" and "rice noodle", two distinctive products and "rice noodle" are two distinctive products with a strong customer base The "crispy meat and rice noodle" is the category memory of the old noodle workshop. 建立品牌区隔 产品是可以被迅速复制的，但品牌不会。 对餐饮来说 触发人们购买的动机是味道的记忆 换做米粉 如何能更动态的触发人们对味道的联想 我们的答案是：入味 广告语：泡一泡，更有味道 Creating Brand Differentiation Products can be copied quickly, but brands can't. For restaurants What triggers people to buy is the memory of the flavor Switching to rice noodles How to trigger people's association with flavor in a more dynamic way? Our answer is: flavorful Advertising slogan: Soak it for more flavor.
泡一泡，更有味道 在味道上下功夫的米粉品牌大都千篇一律 但相同的是都在着重照顾消费者的味觉记忆 “泡一泡“不仅是对外以从视觉和听觉的一句口号 同样是作为产品输出的标准，对整个产品线进行改良和提升 真正把入味这件事尝出来 Soak it up for more flavor Most of the rice noodle brands that make an effort on flavor are the same. But the same thing is that they all focus on consumers' taste memory. "Bubbling" is not only a slogan for external visual and auditory It is also a standard for product output, improving and upgrading the entire product line. Truly bring out the flavor of the thing to taste 再通过视觉和空间的整体打造， 重塑品牌氛围体验▼ Reinventing the brand experience through visual and spatial integration.
聚焦酥肉米线，用”实物“创IP▼ Focus on Crispy Pork Rice Noodle, Create IP with "Physical Object"
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