|
品牌全案打造+策划推广|三耳火锅品牌视觉全案设计+策划推广 | 三耳火锅 Brand Visual Full Case Design | San Er Hot Pot 30年老字号火锅品牌升级 我们做了这样一波大胆的操作 —— 三耳火锅，是一个30年的老火锅品牌，『 三耳 』取自创始人聶赣如的姓氏 。
70多岁的聂老，江湖人称“火锅奇侠”，他一生心血，只为火锅，不仅是重庆火锅博物馆馆长、重庆火锅研究所所长，也是重庆唯一一个非物质文化遗产火锅工艺的传承人。
要为一个老字号品牌的升级，我们大胆的改变了他原来的品牌标志，重新梳理他的品牌文化与历史沉淀，围绕“非遗品牌”这个核心强化出他的品牌优势。 30-year old hot pot brand upgrade We made this bold move San Er Hot Pot is a 30 years old hot pot brand, "San Er" is taken from the founder Nie Ganru's family name. Nie, who is over 70 years old, is known as the "Hot Pot Warrior", his life's work is only for the hot pot, not only is the curator of the Chongqing Hot Pot Museum, the director of the Chongqing Hot Pot Research Institute, but also the only intangible cultural heritage in Chongqing, the inheritor of the hot pot process. To upgrade an old brand, we boldly changed his original brand logo, reorganize his brand culture and historical precipitation, around the "intangible brand" as the core to strengthen his brand advantages. 在重庆，最多的火锅命名就是“老火锅”，而仅仅是这3个字，是完全不能撑起正宗火锅这个的称号，也并不是“老”就代表“时间长”。所以，我们选取三耳火锅的品牌特点——非物质文化遗产，作为他的品牌核心。经过时间和历史认证的非遗品牌，才是最正宗的重庆火锅，代表千万重庆人的无形资产。 Old hot pot Is it the most authentic Chongqing hot pot? Intangible cultural heritage - hot pot base brewing technology In Chongqing, the most named hot pot is "old hot pot", and only these three words, is completely unable to support the title of authentic hot pot, and not "old" on behalf of the "long time! It doesn't mean that "old" means "long time". Therefore, we chose the intangible cultural heritage, the brand characteristic of Saner Hotpot, as the core of his brand. After the time and history of the certification of the non-heritage brand, is the most authentic Chongqing hot pot, on behalf of the intangible assets of millions of Chongqing people.
5000口大缸里 装着不可取代的秘密 —— 底料是火锅之魂，底料好不好，关键在豆瓣 自清朝乾隆年间，聂氏家族就已经开始自晒豆瓣，一直传承至今，始终坚持最原始的配方，不改一分一毫。为了保持传统重庆火锅辣而不燥，油而不腻、香味浓郁、回味悠长的特点，生产基地打造了5000口豆瓣缸，坚持天然晾晒非遗工艺火锅豆瓣，豆瓣经过180天日晒夜露自然发酵，不加任何添加剂和防腐剂，可存放十年不变质。三耳的非遗工艺是他不可以取代的品牌号召力。 Inside 5,000 vats Containing irreplaceable secrets The base is the soul of the hotpot, and the key to a good base is the bean paste. Since the Qianlong period of the Qing Dynasty, Nie's family has begun to dry its own bean paste, which has been passed down to this day, and has always adhered to the most original recipe without changing a single point. In order to maintain the traditional Chongqing hot pot spicy but not dry, oily but not greasy, rich flavor, long aftertaste characteristics, the production base to create a 5,000 mouth bean jar, adhere to the natural drying of non-heritage craft hot pot bean paste, bean paste after 180 days of sun exposure at night natural fermentation, do not add any additives and preservatives, can be stored for ten years without deterioration. Three ears of non-heritage craft is his irreplaceable brand appeal.
用时间来表达 非物质文化遗产 —— 三耳的正宗，是日积月累，用时间堆积出来的精华 在机器取代手工的今天，三耳坚持古法酿制，用180天的自然发酵，去换取一缸三耳的豆瓣。作为非物质文化遗产的传承人——聂老，他用了一生的时间在传承火锅文化，坚守老祖宗留下来的传统技艺，守护重庆火锅之魂。这是产品本身用时间来沉淀的感染力，在大量同类品中，建立了游客最触动的品牌记忆。 Expressions in Time Intangible Cultural Heritage The authenticity of San Er is the essence of time accumulated over time In today's world where machines replace handmade, San Er insists on the ancient method of brewing, using 180 days of natural fermentation to get a vat of San Er's douzhi. As the inheritor of intangible cultural heritage - Nie Lao, he has spent his life in passing down the hotpot culture, sticking to the traditional skills left behind by his ancestors and guarding the soul of Chongqing hotpot. This is the product itself with time to precipitate the infectious force, in a large number of similar products, to establish the most touching brand memory of visitors.
怎么用视觉表现 时间和历史的传承性 —— 收藏一座城市的味觉记忆 How to visually represent The inherited nature of time and history Collecting a city's taste memory
还原老式打印机质感 融合宋体和毛笔手写笔触，稳重而不失张力，表现出非物质文化遗产的传承性，同时通过对“三耳”笔画末端处的细节夸张处理，结合斑驳痕迹的老式打印机效果，强化整体视觉效果的同时，更强调突出品牌本身的形象 Restore the texture of old-fashioned printers The fusion of Song font and handwritten brush strokes, steady but without losing tension, shows the inheritance of intangible cultural heritage, and at the same time, through the exaggerated treatment of the details at the end of the "San Er" brush strokes, combined with the mottled traces of the effect of the old-fashioned printer, to strengthen the overall visual effect at the same time, and emphasize the highlighting of the brand's own image.
让时间符号化 将火锅底料古法酿制中的“翻”、“晒”、“露”三个工艺环节，和底料自然发酵180天的特性，结合到版画的应用，强化视觉冲击力的同时，刻画品牌形象，加强消费者对品牌文化和核心的记忆。 Symbolizing Time The three processes of "turning", "sunning" and "dew" in the ancient brewing method of hotpot base and the natural fermentation of base for 180 days are combined with the application of prints to strengthen the visual impact while portraying the brand image and strengthen consumers' memory of the brand culture and core. The prints are used to strengthen the visual impact, portray the brand image, and enhance consumers' memory of the brand culture and core.
在翻缸旁边吃非遗火锅 是什么感受 —— 用空间和环境的氛围表达去佐证产品 三耳的豆瓣大缸，是它非遗工艺的识别符号。我们通过视觉和触觉的方式，将工艺过程中的酿制瓦缸，豆瓣大缸，斗笠，运用到氛围的装修中。用三耳火锅的超级符号，让消费者身临其境的去感受品牌的文化，植入品牌形象。 What's it like to eat a non-heritage hot pot next to an overturned pot? What's it like? Use the ambient expression of space and environment to corroborate the product. The bean vat of San Er is the identifying symbol of its non-heritage process. Through visual and tactile means, we use the brewing vat, bean vat and hats from the process to decorate the atmosphere. Using the super symbols of San Er Hot Pot, we allowed consumers to immerse themselves in the brand's culture and implant the brand image. ▲ 在门口的背景墙前摆放大缸，可以真切感受翻缸子的过程，体验非遗工艺的文化。 By placing the vat in front of the background wall at the entrance, you can really feel the process of turning the vat and experience the culture of non-heritage craft.
▲ 在内场设计瓦缸卡座和斗笠，身临其境去感受历史的厚重。 In the infield, we have designed tile-cylinder seats and hats, so that you can feel the weight of history in your body. 让视觉呈现年代感 采用版画的做旧手法，刻画出非遗底料酿造过程中的重要环节——“翻缸”，传递出酿造工艺时间沉淀的年代感和非物质文化遗产的品牌核心。 Visualize the sense of age Adopting the printmaking technique of ageing, it portrays the important link in the brewing process of the non-heritage base material - "turning the jar", which conveys the sense of age that the brewing process has been precipitated by time and the brand core of intangible cultural heritage.
包容时代的变迁 融合现代的文艺 —— 重庆攻略地图《重庆宝藏》 通过手绘插画的形式，结合中国风毛笔字体，让年代和现代融合，将重庆地图、打卡攻略与三耳火锅的品牌形象相结合。 Embracing the Changing Times Literature that blends with modernity Chongqing Tips Map "Chongqing Treasure" Through hand-drawn illustrations, combined with Chinese-style brush fonts, it allows the fusion of the era and modernity, combining the Chongqing map, punch-card guide and the brand image of Three Ears Hotpot. |
