Copyright 2015 Tianyang Liu All rights reserved For more information Call 415 900 7217 or +86 18219003525 or Email 64705249@qq.com http://www.tianyangliu.com/
关于本书
what is in the book? 这一卷包含了两个品牌设计案例。 案例的设计执行从创建理念到设 计执行均由上一卷的设计流程和 审美规则引导而成。这一卷书存 在的目的是展示利用上一卷书中 内容设计的案例，并且解释如何将 上一卷书中的内容应用及执行。 This volume contains two case studies that are conceptually developed and visually executed base on the process and the aesthetic principles brought up in volume one. The purpose of this volume is to show how the contents in the previous books can be applied and executed.
目录 Contents
第一章 中国茶屋品牌设计 Chapter one Chinese Tea House Branding
6
新茶道中国茶屋 Xin Chadao Chinese Tea House
10
Brand Design Process
24
Conclusions of Branding Strategy
26
品牌设计流程
品牌策略总结
品牌设计交付品 Brand Design Deliverables
第二章 寿司档品牌设计 Chapter two Sushi Station Branding
48
丽缘寿司档 Liyuan Sushi Station
52
品牌设计流程
68
品牌策略总结
70
品牌设计交付品
Brand Design Process
Conclusions of Branding Strategy
Brand Design Deliverables
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
最 好 的 品 牌 是 智 慧 洞 察 力 想 象 力 和 制 作 的 结 晶
The best brands marry intelligence and insight with imagination and craft.
品牌设计流程
Xin Chadao Chinese Tea House
第一章 Chapter one
中国茶屋品牌设计 Chinese tea house branding 6 10
新茶道中国茶屋 Xin Chadao Chinese Tea House
品牌设计流程 Branding Design Process
24
品牌策略总结
26
品牌设计交付品
Conclusions of Branding Strategy
Brand Design Deliverables
06/07
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
中国茶屋品牌设计
Xin chadao Chinese tea house
新茶道中国茶馆,提供新鲜、 生茶和饼干为其客户。这个茶 馆的特色茶是乌龙茶,杏,普洱, 铁观音。这是我们在开始品 牌项目之前知道的所有内容, 我们将使用第一卷中的品牌 设计流程和审美原则来研究 品牌并为品牌开发一个有利 可图的概念和视觉。 Xin Chadao is a Chinese Tea House that provides fresh, uncooked tea and cookies for its customers. The featured teas of this tea house are Oolong, Apricot, Pu’er and Tie Guanyin. That is all we know before we start the branding project, and we are going to use the branding process and aesthetic principles from volume one to research the brand and develop a profitable concept that the owner will adopt.
品牌设计流程
Xin Chadao Chinese Tea House
08/09
第一章 中国茶屋品牌设计
1
信息 收集 Information Gathering
Chapter one Chinese Tea House Branding
2
过滤 结果 Result Filtering
3
信息 研究
Information Analy
息 究
ysis
品牌设计流程
Brand Design Process
4
产品 定性 Nature of the Brand
10/11
5
设计 执行 Design Execution
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计流程
interview 1
Brand Design Process
An interview with company managers
What’s the final goal of company? {The company‘s core values} To being popular and provide fresh tea to more customers
2
What’s the original intention of the product? {Product performance and function} To make great-tasting tea for our customers.
3
Who are the target audiences of the company? {Target audiences}
我们得到更多的信息, 也明确了了他的要求: 茶馆致力于成为受欢 迎的年轻人喜欢的饮 茶场所，并推广四个独 特的茶味道,他们计划
What does the company bring to consumers?
在未来开放的新地点,
{The company features}
we make good tea and cookies.
茶馆有两个厨师和四
What is the internal structure of the company?
个女服务员。
We have four kinds of flavored tea leaves, and
5
基于采访茶馆的主人,
buy drinks.
Young people who frequently
4
{Company’s operating methods} We own a medium-sized storefront, and have six employees: two of them are cooks and four are waitresses.
Based on an interview with the owner of the tea house, we have received more information and also clarified his demands: the tea house aspires to be popular among young tea drinkers by featuring their four unique tea flavors; they plan to open new locations in the future; the tea house
6
What’s the structure of company’s beneficial groups? {Who runs the company and who benefits from it} It’s a single owner company, I run and manage the company and benefit from it.
7
What is the company’s long term advertising plan? {Long term marketing plan} To increase in popularity and open more locations.
8
12/13
What is the company’s short term advertising plan? {Short term marketing plan} To feature the four unique house-owned tea leave.
has two cooks and four waitresses.
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计流程
Brand Design Process
14/15
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
我们研究了目标受众 的偏好基于卡片选 择。我们得知年轻消 费者喜欢使用一次性 杯子倒茶,享受开放 而不是在装修室内环 分享
让客户来决定未来的产品
sharing 1
Let customers decide future products
准备一系列在不同条件下和场所公司产品，服务被使用的卡片 Prepare sets of cards that have places and conditions to use the company’s products or services.
2
找到5到20个参与者并让他们根据喜好选择卡片。 Find 5-20 participants and have them choose the cards that resonate best.
境。我们还了解到,年 轻消费者喜欢鲜艳的 颜色,和他们都选择以 图形代表以的茶形状 而不是真正的茶叶的 照片。 We explored the preferences of the target audience based on card
3
selection. We learned that young customers like to use dispos-
准备一系列有公司产品所有特征和功能的卡片。 Prepare sets of cards that have all the features and functions of the company’s products or services.
4
找到5到20个参与者并让他们根据喜好对卡片排序。 Find 5-20 participants and have them rank the cards according to their personal preferences.
5
与同事举行会议并总结客户对产品特征和功能的喜好。 Have a meeting with co-workers to summarize customers’ preferences towards the features and the functions of the company’s products or services.
able cups and enjoy tea in the open rather than in well-decorated indoor environments. We also learned that young customers like vivid color, and they all chose graphics to represent tea—but not real pictures of tea leaves.
品牌设计流程
Brand Design Process
16/ 17
第一章 中国茶屋品牌设计
2
Chapter one Chinese Tea House Branding
过滤 结果 Result Filtering
亭 Ting
亭是一个办公室文员,她经常在上班的路上 跟踪记录
买一杯饮料。喝掉之后再工作使她感到清 在真实环境中理解参与者的选择
tracking
To understand participants’
醒。茶也是一个不错的选择她,但大多数茶 馆没有快速服务,不提供饮料。
choice in living environment Ting is an office clerk and she often buys a cup of coffee on the way to work. Having a drink before work makes her feel awake.
1
找到5到20个参与者并记录他们有关于提供产品信息的 真实生活，但是不要干扰参与者的行为。 Find 5-20 participants to record or write down their daily behavior according to the feedback they provided, but don’t interfere with them.
2
把结果制作成包含时间，地点和时间的表格，并用它来代 表顾客中的一类。 Make records that include time, place and event, and use the profile to represent a specific target audience for the company.
Tea is also a good choice to her but most tea houses don’t have fast service and don’t offer drinks to go.
品牌设计流程
Brand Design Process
老龙
嘉欣
Lao Long
Jia Xin
18/19
老龙是一个平面设计师和一个真正的茶的 嘉欣二十六岁,总是担心她的体重。她喜欢 情人。但由于年轻人认为茶是为老年人,他 有味道的饮料,但担心卡路里。她不经常喝 一直感觉难堪喝茶并以传统的方式在工作 茶,因为她认为茶味道一般不很好,但是愿 所以他希望有一个更时尚的方式来喝茶， 意用茶代替她所有的饮料，如果茶味道更 可以让人认为喝茶更酷。
好的话。
Lao Long is a graphic designer and a real tea lover. But since young
Jia Xin is 26 years old and always worries about her weight. She
people think tea is for the elderly, he has been feeling embarrassed to
likes flavored drinks, but worries about the calories. She doesn’t
drink tea in the traditional way at work, so he hopes there is a more
drink tea very often because she thinks tea generally doesn’t taste
fashionable way to make tea—that would make people think drinking
very good, but would be open to replacing all her beverages with
tea is cool.
tea if it tasted better.
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
露
绢
Lu
Juan
露喜欢买茶和其他饮料时,她和朋友去购
绢是一个未来的母亲并且怀着她的孩子,她
物。她喜欢茶比其他饮料,因为它是干净
的第一个关心，就是安全。天然茶让她感
清爽不粘。她不介意坐在室内,和她的朋
觉安全饮用,也很好喝。她喜欢时尚,和饮
友们喝茶谈天,只要泡茶的过程不是太复
料，并用茶内来消磨时间,但是她不喜欢去
杂,并且大气光和休闲。
传统的茶馆，那里很吵闹并且挤满了很多
Lu likes to buy tea and other beverages when she goes shopping
老年人。
with friends. She prefers tea more than other beverages because it is clean and refreshing and not as sticky. She doesn’t mind
Juan is a future mother carrying her baby, and her first concern
sitting indoors, drinking tea and chatting with her friends, as
in everything is safety. Natural teas feel safe to drink and are also
long as the process of making tea is not too complex and the
very tasty. She likes to be fashionable, and drinks tea indoors to
atmosphere is light and casual.
kill time, but she doesn’t like to go to traditional, noisy tea houses with lots of old people.
品牌设计流程
Brand Design Process
20/21
通过我们对目标客户 的调查和研究,我们了 解到,大多数年轻人喜 欢喝茶,用它来取代不 健康的饮料,而且他们 认为茶是健康的。然 而,他们仍然认为老年 人才喝茶。年轻的饮 茶者希望茶能够变得 酷，能在户外引用，并 且非常方便快捷的能 够买到。 Through our investigation and research of target customers, we learned that most young people like to drink tea and use it to replace unhealthy beverages, and that they consider tea to be healthy. However, they still hold to the traditional bias of tea being for old people. The young tea-drinkers want tea to be cool, to be able to drink it outdoors, and for it to be fast and convenient to buy.
第一章 中国茶屋品牌设计
3
Chapter one Chinese Tea House Branding
信息 研究 Information Analysis
从四个角度来问问题
产品，生产者，顾客和行业角度
questions from four angles 1
The angle of product, the angle of producer, the angle of industry and the angle of customers
为什么制作这个产品，这个产品能有什么功能？ Why is this product made and what is this product made to do?
该产品是为客户提供健康、天然饮料。 The product is made to provide customers a healthy, naturally-flavored drink.
2
为什么生产者会生产这个产品而不是其他产品？ Why do producers manufacture this product instead of something else?
生产者有四个秘密的茶叶成分。 The producer has four secret ingredients for four kinds of tea leaves.
3
这个商品会对本行业带来怎样的影响，它将如何影 响本行业？ How does this product effect its industry and what changes does it bring to its industry?
外卖,快速的服务,和时尚的茶馆是一个传统茶业行业的新起点。 The take-away, quick service, and trendy tea house is a new development in the traditional tea business.
4
是什么让顾客在这个产品上花钱，它又能帮顾客做什么？ What makes consumers spend money on the product and how does the product help consumers?
茶是健康的,可以快速的解渴,而时尚的设计将帮助创造忠诚顾客。 The tea is healthy and can quench one’s thirst fast, while the trendy design will help create loyal customers.
品牌设计流程
Brand Design Process
5
4
22/23
如果我是这个品牌，我的性格和信仰是什么？ If I am the brand, what are my characteristics
产品 定性
and my beliefs?
成为一个前沿设计师茶馆,使用茶与客户联系。 To be a cutting-edge designer tea house, using tea to connect with customers.
Nature of the Brand
6
如果我是这个品牌，我将如何来表达自己的观点？ If I am the brand, what will I do and say to express
品牌定性
my viewpoints?
找到品牌自己，和它的行业
questions for the brand 1
展示给客户四个美味的口味并作为茶馆行业的先锋。
To find the brand itself
Seek to show customers the four delicious flavors and
and its industry
如果我是这个品牌，我希望如何被别顾客看到？
to show how this tea house is an industry pioneer.
7
If I am the brand, how do I hope consumers see me?
如果我是这个品牌，我如何在同类产品的竞争中生存下去？ If I am the brand, how do I survive the competition between other similar brands?
作为一个时尚的品牌,受年轻人的欢迎。
强调独特的外卖方式和基于目标客户的需求品牌设计。
As a trendy brand, popular among young adults.
To emphasize the unique take-out format and branding based on target customer’s needs.
2
如果我是这个品牌，我为什么被生产出来？
8
If I am the brand, what am I made to do?
如果我是这个品牌，我如何来回报我的生产者和生产商？ If I am the brand, how do I repay my manufacturer and producer?
我很方便并且令人令人耳目一新。
展示茶馆的特色和创建有吸引力的视觉效果。
I am made to be convenient and refreshing.
To show the unique features of the tea house and by creating attractive visuals.
3
如果我是这个品牌，我希望展现哪一方面给顾客？
9
If I am the brand, which aspect of myself do I
如果我是这个品牌，我如何赢得消费者的信任？ If I am the brand, how can I gain the consumer’s trust?
want to show consumers?
我的四个天然茶叶秘方。
根据客户的需求设计品牌,创造一个诚实的视觉环境。
My four naturally-flavored tea leaves.
Design the brand based on customers’ needs and create an honest visual environment.
4
如果我是这个品牌，我将如何表达自己独特的特点？
10
如果我是这个品牌，我可以做些什么来帮助和贡献消费者？
If I am the brand, how am I going to express my
If I am the brand, what can I do to help and
unique functions?
serve my customers?
通过强调产品的功能和品牌设计。
提供安静的、令人愉快和启发性的环境,好茶,和最好的服务。
By highlighting the features on the products and
To provide a quiet, delightful and enlightening environment,
in the brand design.
good tea, and great service.
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
根据上述过程的结果, 我们得出的结论是,为 了满足所有的需求,设 计解决方案应该突出 四个特色的茶叶,用图 形,鲜艳的色彩和现代 的字体和视觉效果创 建一个有远见的，超 前的，提供外卖的茶 馆品牌。 Based on the results of the process above, we concluded that to meet all the requirements, the design solution should highlight the four featured teas, use graphics, vivid colors and contemporary type and visuals to create a forward-thinking carry-out tea house brand.
品牌策略总结
Conclusions of Branding Strategy
24/25
鲜艳 户外
Vivid
Outdoors
便携 图案 Graphic
Portable
第一章 中国茶屋品牌设计
5
Chapter one Chinese Tea House Branding
设计 执行 Design Execution
品牌载体
branding design deliverables
中国新茶道茶馆的品 牌设计分为十个部
1
标识
2
标志性语言
感来源全部来自步骤
3
图案系统
一到四的调查，并总
4
名片
5
员工卡
统中被使用，来用于
6
信封
引导视觉和设计。
7
信头
8
海报
9
外卖杯
分。所有的视觉，元 素，和图形设计的灵
结出的结果。中国风 水排版在创建视觉系
The branding design of the tea house is separated into ten parts. All the visuals, elements and graphics are designed based on the results from steps 1–4. The Chinese Fengshui composition grid is used and
Logo
Tagline
Graphic system
Business card
Employee card
Envelop
Letter head
Poster
applied to create the visual system.
10
Takeaway cups
环境设计 Environmental design
品牌设计交付品
1
Brand Design Deliverables
26/27
标识
标识分析
Logo
Logo anatomy
品牌标志是从传统茶叶叶片形状发展而来的,使用粗壮的字体与品牌名 称结合来建立可信度和力量,与下面的现代字体相结合显示标识的功能 性。风水构图的使用让使标志变的更真实。
The brand logo is developed base on the profile of tea leaf, using strong characters with the brand name to suggest trustworthiness and strength, with contemporary type below to suggest functionality. The Fengshui composition is used to make the logo feel more authentic.
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
28/29
第一章 中国茶屋品牌设计
2
标志性语言 Tagline
标语是基于研究步骤一到四而总结出来的。茶馆的字体有你有我 有茶的世界中的界字的负形有一个欢迎箭头形状的负空间暗示了 茶馆和客户之间的关系。标语“有你有我有茶的世界”加强了紧密 的关系。 The tagline is based on the research from steps 1–4. The tea house character has a welcoming arrow shape in its negative space to suggest the relationship between the tea house and its customers. The tagline “you, me and tea” reinforces that tight relationship.
3
图案系统 Graphic system
通过这个过程中,我们了解到,年轻的顾客比起真实的图片更喜欢鲜艳 的颜色,喜欢当代图形图像。我们也了解到,这四个天然茶叶是这个品牌 的主要卖点,所以我们用引人注目的颜色和线图形来表示图形系统中的 每个茶叶。 Through the process, we learned that young customers like vivid color and prefer contemporary graphics more than real images. We also learned that the four naturally-flavored tea leaves are the primary selling points of this brand, so we used striking colors and line graphics to represent each leaf in the graphic system.
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
30/31
第一章 中国茶屋品牌设计
4
名片 Business card
5
员工卡 Employee card
Chapter one Chinese Tea House Branding
6
信封 Envelop
我们已经从早期的过程中了解到,茶馆将开设分支机构,将成为一个连锁 中国茶馆。业务系统和书信系统需要创建并由以前的交付品和设计来 引导，并由的风水网格来强化构图。
We have learned from the earlier process that the tea house is going to open branches and becom a chain. A business system needs to be created and driven by previous deliverables and structurally supported by the Fengshui composition grid.
书信系统 Stationery anatomy
New teaism Chinese tea house created non-pesticide management to produce organic quality tea to its customers. Produce good tea and create a new tea market have always been our goals.
18219003525 Manager: Tian Ran
you, me and tea
you, me and tea
7
信头 Letter head
品牌设计交付品
Brand Design Deliverables
e tea non o
an
m
e t
ne e tea ou e eated de mana ement to
ua
ty tea to t
ay
een ou
ana e
odu e
u tome odu e
ood tea and eate a ne tea ma a
32/33
et a e
oa
an an
e tea m non e t o an
ne e tea ou e eated de mana ement to
ua ty tea to t
odu e
u tome odu e
ood tea and eate a ne tea ma et a e a ay
een ou
oa
you, me and tea ana e
Name: Tian Ran Section: Saler
an an
第一章 中国茶屋品牌设计
8
Chapter one Chinese Tea House Branding
海报
标识分析
Poster
Poster anatomy
一个海报被制作来突出四个特质茶叶和茶馆之间的特殊关系。 标语有你有我有茶的世界被应用来暗示茶馆的信仰。并且和客户建立 紧密的关系。
e tea m
ne e tea ou e eated non e t
mana ement to u tome
odu e o an
de
ua ty tea to t
odu e ood tea and eate a ne tea
ma et a e a ay
een ou
oa
e uany n ea
A poster is made to highlight the four leaves as the feature of the tea house. The tagline is showed to emphasize the store’s beliefs and to
u e
ea
build connections with customers.
you, me and tea ot ea
o on
ea
品牌设计交付品
9
Brand Design Deliverables
外卖杯 Takeaway cups
外带杯是这个品牌的亮点。传统茶馆不提供外卖,为了让客户在室内喝 茶,享受慢和放松的环境。但是通过我们的调查,我们发现年轻消费者喜 欢外卖茶和想要一个清爽的,当代的茶馆并且与时尚结合，让他们在公 共场合不感到喝茶的时候很难堪。 To-go cups are the highlight of this brand. A traditional tea house never provides take-aways, in order to have customers drink tea indoors and enjoy the slow and relaxing environment. But through our investigation, we discovered that young customers enjoyed takeaway tea and want a light, contemporary tea house with trendy branding to make them not feel embarrassed to drink tea in public.
34/35
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
36/37
第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
38/39
第一章 中国茶屋品牌设计
10
环境设计 Environmental design
店内和店外环境设计的概念来自早期设计流程中的调查所得到的结果 结合而成。 我们发现茶馆应该提供一个清静,安静、当代、快速服务环 境和简单的视觉效果。我们创建了一个商店的设计环境,并对员工的制 服进行了设计。
The ideas and concepts of the retail environment came from early in the branding process when we discovered that the tea house should offer a light, quiet, contemporary, fast-service environment with straightforward visuals. We created a design for the store environment, and for staff uniforms.
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
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第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
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第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
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第一章 中国茶屋品牌设计
Chapter one Chinese Tea House Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品 牌 是 一 个 人 从 内 心 对 一 个 产 品 或 公 司 的 感 觉
A brand is a person’s gut feeling about a product, service, or company.
丽缘寿司档
Liyuan Sushi Station
第二章 Chapter two
寿司档品牌设计 Sushi Station Branding 48
丽缘寿司档
52
品牌设计流程
68
品牌策略总结
70
品牌设计交付品
Liyuan Sushi Station
Branding Design Process
Conclusions of Branding Strategy
Brand Design Deliverables
48/49
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
丽缘寿司档
Liyuan Sushi Station
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丽缘寿司档
Liyuan Sushi Station
丽缘寿司站是一个传统的日 本餐厅提供寿司,乌冬面,生鱼 纯日本料理的口味。既然寿 司站在中国开设,我们将使用 前一卷中讲述的品牌过程和 审美原则再次创建一个吸引 人的，有逻辑的概念和适合的 视觉的寿司档。 Liyuan sushi station is a traditional Japanese restaurant which serves sushi, udon, and raw fish with the flavors of pure Japanese cuisine. Since the restaurant has opened in China, we are going to use the branding process and aesthetic principles from volume one again to create the most appealing and logical concepts and visuals to brand the Japanese sushi station.
第二章 寿司档品牌设计
1
信息 收集 Information Gathering
Chapter two Sushi Station Branding
2
过滤 结果 Result Filtering
3
信息 研究
Information Analy
息 究
ysis
品牌设计流程
Brand Design Process
4
产品 定性 Nature of the Brand
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5
设计 执行 Design Execution
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计流程
interview 1
Brand Design Process
An interview with company managers
What’s the final goal of company? {The company‘s core values} To be a memorable and famous sushi station.
2
What’s the original intention of the product? {Product performance and function} To make sushi with steamed rice and healthy raw ingredients.
3
Who are the target audiences of the company? {Target audiences}
通过对寿司的所有者 的采访中,我们明白, 他想要将他对寿司制 作的理解和信仰转化 为图形，并融入寿司 档的品牌设计中。寿
would like to try it.
司档立志于宣传寿司
What does the company bring to consumers?
制作文化和店里的独
Customers of all ages who love sushi or
4
{The company features} All of our ingredients are fresh and we use traditional Japanese methods to make all the dishes.
特料理方式。 Through the interview with the owner of the sushi station,
5
What is the internal structure of the company?
we understand that he wants to translate his values about
{Company’s operating methods}
sushi into brand design, and that the sushi station aims to introduce the culture surrounding Japanese cuisine along
We own a two-story building and we are open from 10AM to 9PM
6
What’s the organizational structure of the company? {Who runs the company and who benefits from it} I am the owner of the restaurant and the customers and employees all benefit from the restaurant.
7
What is the company’s long-term advertising plan? {Long term marketing plan} I want to advertise the culture and the tradition of Japanese sushi, in order to increase the restaurant’s popularly.
8
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What is the company’s short term advertising plan? {Short term marketing plan} To promote our featured courses and sushi.
with its product.
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计流程
Brand Design Process
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
通过研究潜在客户,我 们了解他们喜欢什么 颜色的组合,他们的对 寿司的印象,和理想的 日本寿司就餐环境。 我们了解了顾客喜欢 分享
让客户来决定未来的产品
sharing 1
Let customers to decide the future products
准备一系列在不同条件下和场所公司产品，服务被使用的卡片 Prepare sets of cards that have places and conditions to use the company’s products or services.
2
找到5到20个参与者并让他们根据喜好选择卡片。 Find 5-20 participants and have them choose the cards that resonate best.
使用什么类型的器具。 清醒的黑的颜色,他们 喜欢线条艺术,和现代 化的餐饮环境。这些 信息将指导我们品牌 的视觉效果。 Through the research from potential customers, we understand
3
what color combination they like, their impressions of sushi, the
准备一系列有公司产品所有特征和功能的卡片。 Prepare sets of cards that have all the features and functions of the company’s products or services.
4
找到5到20个参与者并让他们根据喜好对卡片排序。 Find 5-20 participants and have them rank the cards according to their personal preferences.
5
与同事举行会议并总结客户对产品特征和功能的喜好。 Have a meeting with co-workers to summarize customers’ preferences towards the features and the functions of the company’s products or services.
desirable Japanese sushi dining environment, and what type of utensils they like to use. Sober dark colors, line art, and a modernized dining environment will guide the visuals for our brand.
品牌设计流程
Brand Design Process
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计流程
Brand Design Process
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第二章 寿司档品牌设计
2
过滤 结果 Result Filtering
跟踪记录
在真实环境中理解参与者的选择
tracking 1
To understand participants’ choice in living environment
找到5到20个参与者并记录他们有关于提供产品信息的 真实生活，但是不要干扰参与者的行为。 Find 5-20 participants to record or write down their daily behavior according to the feedback they provided, but don’t interfere with them.
2
把结果制作成包含时间，地点和时间的表格，并用它来代 表顾客中的一类。 Make records that include time, place and event, and use the profile to represent a specific target audience for the company.
Chapter two Sushi Station Branding
品牌设计流程
Brand Design Process
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计流程
Brand Design Process
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对于潜在客户调查表 明，他们很喜欢吃寿 司但是在一定程度上 又担心食品安全和卫 生问题，因为寿司大 部分是手制品，并用 生食材制作。根据调 查，大部分顾客喜欢 在传统的日本餐厅的 环境里吃寿司，并且 享受安静而又平和的 环境。 Feedback from potential customers indicate that they enjoy sushi, but are concerned about sanitation since sushi is handmade using mostly raw ingredients. They like dining in traditional Japanese environments and enjoy the atmosphere.
第二章 寿司档品牌设计
3
Chapter two Sushi Station Branding
信息 研究 Information Analysis
从四个角度来问问题
产品，生产者，顾客和行业角度
questions from four angles 1
The angle of product, the angle of producer, the angle of industry, and the angle of customers.
为什么制作这个产品，这个产品能有什么功能？ Why is this product made and what is this product made to do?
由新鲜的原材料做成的寿司,为客户提供有营养的食物。 Sushi is made with fresh and raw ingredients to provide nutritious food for customers.
2
为什么生产者会生产这个产品而不是其他产品？ Why do producers manufacture this product instead of something else?
厨师是一个寿司专家,愿意向世界介绍寿司文化。 The chef is a sushi expert and is passionate about introducing the world to sushi and Japanese culture surrounding sushi.
3
这个商品会对本行业带来怎样的影响，它将如何影 响本行业？ How does this product effect its industry and what changes does it bring to its industry?
传统又新鲜的寿司档将为中国寿司店竖立新的榜样。 The native and traditional sushi station will set a new standard among Japanese restaurants in China.
4
是什么让顾客在这个产品上花钱，它又能帮顾客做什么？ What makes consumers spend money on the product and how does the product help consumers?
不同种类的美味,营养丰富的寿司会吸引顾客,促进健康的饮食。 Different kinds of delicious, nutritious, and expertly-crafted sushi will attract customers and contribute to a healthy diet.
品牌设计流程
Brand Design Process
5
4
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如果我是这个品牌，我的性格和信仰是什么？ If I am the brand, what are my characteristics
产品 定性
and my beliefs?
寿司制作是专业技能，提供可靠的食物是餐厅的责任。 I believe sushi making is a professional skill and providing trusty food is the responsibility
Nature of the Brand
of the restaurant.
6
如果我是这个品牌，我将如何来表达自己的观点？ If I am the brand, what will I do and say to express
品牌定性
my viewpoints?
找到品牌自己，和它的行业
questions for the brand 1
用新鲜的食材结合品牌设计并创建传统的就餐环境。
To find the brand itself
To show the fresh ingredients through brand design
and its industry
如果我是这个品牌，我希望如何被别顾客看到？
and create a traditional dining environment
7
If I am the brand, how do I hope consumers see me?
如果我是这个品牌，我如何在同类产品的竞争中生存下去？ If I am the brand, how do I survive the competition between other similar brands?
成为有良好的声誉的著名的寿司站,提供很多新鲜的寿司。
用品牌设计表达寿司站的特点,以区别其他寿司档。
A famous sushi station with a good reputation,
Make the brand design to express the distinct
producing a variety of delicious, fresh sushi.
features of the sushi station, in order to highlight its differences from other Japanese restaurants.
2
如果我是这个品牌，我为什么被生产出来？
8
If I am the brand, what am I made to do?
如果我是这个品牌，我如何来回报我的生产者和生产商？ If I am the brand, how do I repay my manufacturer and producer?
提供不同种类的美味和营养的寿司给客户。
显示品牌的内在质量,让顾客参与并享受室内就餐环境。
To provide different kinds of tasty and
To show the inherent quality of the brand, and show
nutritious sushi to customers.
customers engaged with it. To make customers enjoy the indoor dining environment.
3
如果我是这个品牌，我希望展现哪一方面给顾客？
9
If I am the brand, which aspect of myself do I
如果我是这个品牌，我如何赢得消费者的信任？ If I am the brand, how can I gain the consumers’ trust?
want to show consumers?
展示我的专业寿司技能,新鲜的食材,诗意的就餐环境。
用客户的意见来进行品牌设计并保持寿司的高质量。
To show my professional sushi-making skills, fresh
Create the brand design using visuals base on customers’
ingredients, and poetic dining environment in
feedback and provide food of the same quality.
keeping with Japanese culture.
4
如果我是这个品牌，我将如何表达自己独特的特点？
10
如果我是这个品牌，我可以做些什么来帮助和贡献消费者？
If I am the brand, how am I going to express my
If I am the brand, what can I do to help and
unique functions?
serve my customers?
把寿司档的特点和独特之处在品牌设计中展示。
提供新鲜美味的寿司和一个舒适的、传统的日本餐厅的环境。
To show the features of the sushi station in the
To provide fresh and delicious sushi with a comfortable,
deliverables of the brand design.
traditional Japanese dining environment.
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
从我们得到的答案中， 从品牌设计过程一到四, 我们了解到,适当的品牌 设计方案应对与丽缘寿 司站应该强调新鲜的食 材,用抽象艺术线条(代 表寿司),和一个暗沉调 色色系能够反映和代表 传统日本寿司文化,而同 时帮助形成一个传统的 就餐环境。 From the answers we received from brand design process one to four, we learned that the appropriate brand design solution for Liyuan sushi station should emphasize fresh ingredients, abstract line art (representing the sushi), and a color palette that reflects and represents traditional Japanese sushi culture, while helping to form a traditional dining environment.
品牌策略总结
Conclusions of Branding Strategy
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第二章 寿司档品牌设计
5
Chapter two Sushi Station Branding
设计 执行 Design Execution
品牌载体
branding design deliverables
丽缘寿司站的品牌设 计包含了十项种类的
1
标识
2
标志性语言
由来自前期，一到四
3
图案系统
步骤的调查形成的总
4
桌纸和快子
5
外卖袋
牌包装中被应用来建
6
优惠券和名片
立传统的，具有艺术
7
墙挂图案
8
纸吊灯
9
清酒及其附属品
品牌交付品。图形元 素和品牌视觉的效果
结而来。在构图方面， 风水排版系统在此品
性的品牌形象和构图 布局。
Logo
Tagline
Graphic system
Table paper & chopstick bag
Takeaway bags
Coupon & Business card
Wall Graphics
Paper Lantern
Sake lable and accessories
The brand design of Liyuan sushi station has xx deliverables. The graphic elements and brand visuals are derived from the results of the branding process step one to step four. The Chinese Fengshui composition grid is used to establish the composition and the visual system of the brand.
10
传统隔断 Traditional screens
品牌设计交付品
1
Brand Design Deliverables
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标识
图形分析
Logo
Graphic anatomy
商标的主要成分是基于寿司店的新鲜原材料和业主的要求抽象制成。 在品牌设计的前期调查中大多数人喜欢看到更多和寿司有关的图案。 标志表达了寿司制作使用了新鲜的配料，标识使用传统的视觉风格,由 风水排版系统构建而成。 The logo is based on the major ingredients of sushi—one of the owner’s requirements, stated early on in the brand design process. The logo expresses the freshness of the ingredients using a traditional visual style, and built using Fengshui composition.
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
2
标志性语言 Tagline
基于对于品牌设计的早期调查，和品牌设计流程的总结。我们理解到 店主想要表达他对寿司制作的概念和对传统寿司档的信念。标志语自 然的味，代表天然自然。具有中国风情的寿司来自中国。表达了业主对 传统寿司档的信念。 Based on early in the brand design process, we learned that the owner of the sushi station wanted to express his passion for the values of traditional sushi-making. The tagline means, “The flavor of nature, sushi with Chinese style.”
3
图案系统 Graphic system & Color palette
图形系统和颜色系统的创立是基于早期的调查和品牌设计流程的总结 而总结而成的。设计致力于突出寿司档推出的菜品类型和店里提供的 独特的特点。色板的选择基于客户调查中顾客对颜色的喜爱而编制而 成，从而确保代表了顾客的喜爱。 The graphic system and color palette are created based on the results of early investigation, showing that the owner of the station wanted to highlight the products and their unique features. The color palette is also extracted from potential customers’ selection of colors.
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
一组由乌冬面的形状和特点而抽象而成的图案代表了寿司档提供的 乌冬面的顺滑程度和优良的菜品质量。顺滑的乌冬面的图案也让人 心里感觉舒适，在另一个层面上也符合和暗示了顾客所需要的清新， 安静的就餐环境。 A set of abstract line graphics are derived from the appearance of Udon to show its smoothness and to highlight the superior quality of the Udon served in this particular sushi station.
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第二章 寿司档品牌设计
一组图标和颜色被制作来体现顾客调查的结果。图标和颜色都来自 于寿司店所提供的食材。并用从前期品牌调查中最受欢迎的抽象构 线方法制成。
A set of graphic icons and colors are derived from the products, in response to our research earlier in the brand design process— that the owner wanted to highlight the food selections, and potential customers wanted to quickly know what the restaurant offers.
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
4
桌纸和快子 Table paper & chopstick bag
桌纸和快子袋子的视觉是由从品牌图形系统和颜色组合中提取的元素 而制成的。风水网格被用来建立排版并传达传统的风格。
The visual of the table paper and chopstick bag are based on the combination of elements from the graphic system and color palette. Fengshui composition is used to construct the layout.
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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图形分析 Graphic anatomy
Delicious and Healthy
Delicious and Healthy
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
5
Chapter two Sushi Station Branding
外卖袋
图形分析
Takeaway bags
Graphic anatomy
外卖袋和打包袋有两个型号和大小。他们的制作由从品牌图案系统中 所提取的元素而制成。风水排版在构图中运用来提供传统的感觉和排 版风格。
来 具 自 有 中 中 国 国 ， 风 情 的 寿 司
自 然 的 味
Pure
Two sizes of takeaway bags are made from the combination the graphic system, brand logo, and tagline. Fengshui composition is
Silky
used to construct the layout.
来 自 中 国 ，
具 有 中 国 风 情 的 寿 司
自 然 的 味
Pure
Silky
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
6
Chapter two Sushi Station Branding
优惠券和名片
图形分析
Coupon & Business card
Graphic anatomy
这些事总是不可或缺的元素，相对于餐馆来说。优惠券和名片的设计基 于风水构图。图形系统，组成和使用元素来自于品牌图形系统从而提 供传统的和怀旧的寿司档的感觉。
Always indispensable for a restaurant, the coupon and business card are designed based on Fengshui composition and use elements from the graphic system to show the traditional and nostalgic feeling of the sushi station.
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
7
墙挂图案 Wall Graphics
寿司站为客户需要为客户提供一个优雅的和放松的环境,所以我们为品 牌创建了一个内部环境来符合和满足这些要求。墙挂图案是基于图形 系统中提取，再次使用风水构图法来设计元素组合，来创建一个具有平 和放松的感觉的视觉。 The sushi station needed an elegant and relaxing environment for customers, so we created a branded interior that met these requirements. Wall graphics are based on the graphic system and again use Fengshui composition to create a peaceful and relaxed feeling.
图形分析 Graphic anatomy
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
8
Chapter two Sushi Station Branding
纸吊灯 Paper Lantern
为了能够体统一个在意境上舒适和放松的餐饮环境，我们决定来制作 一系列纸灯笼。灯笼从品牌图案系统中提取元素，并用风水排版来创造 安静和宁静的环境。
To deliver an emotionally comfortable and relaxing dining environment, we decided to create a set of paper lanterns using elements from the graphic system, with Fengshui composition creating a tranquil feeling.
图形分析 Graphic anatomy
粹然 天命之性，粹然至善 Natural
素缕 素缕之往，其心朗朗 Simplicity
品牌设计交付品
Branding Design Deliverables
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
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第二章 寿司档品牌设计
9
Chapter two Sushi Station Branding
清酒及其附属品 Sake lable and accessories
清酒总是寿司站中最受欢迎的点菜清单质疑。这一个寿司档自制清酒 瓶标设计由风水构图所引导和排版，元素提取与品牌的图案系统从而 创造连续的连贯的视觉体验。
Sake is always one of the most popular items in a sushi station. The label of the house sake and all of its accessories are designed using Fengshui composition and the elements from the graphic system to provide a consistent look and traditional feeling.
图形分析 Graphic anatomy
清 酒
空 灵 妙 境
sake
清 酒 sake
韵 出 一 衣 锦 绣
清 酒 清 酒 sake
品牌设计交付品
Brand Design Deliverables
98/99
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
100/101
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
102/103
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
104/105
第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
106/107
第二章 寿司档品牌设计
10
Chapter two Sushi Station Branding
传统隔断 Traditional screens
隐私也是餐馆中不可或缺的。传统的隔断提供了隐私和领人放松的安 静环境，给顾客带来良好的情绪。每一面隔断的设计都是由风水构图 所引导。图案和元素来自于品牌图案系统，整套设计用于体现舒适和怀 旧的环境和感觉，使顾客获得舒适的环境。 Privacy comes from traditional screens and from a relaxing and peaceful mood. Each screen is designed to enrich the sushi station’s indoor environment. The visuals come from the brand’s graphic system and Fengshui composition is applied to deliver a feeling of comfortable nostalgia.
图形分析 Graphic anatomy
粹 然
素 缕
天 命 之 性 ， 粹 然 至 善
空 灵 妙 境
Pure 素 缕 之 往 ， 其 心 朗 朗
顺 滑 委 婉
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第二章 寿司档品牌设计
Chapter two Sushi Station Branding
品牌设计交付品
Brand Design Deliverables
110/111
一 套 帮 助 中 国 品 牌 设 计 师 了 解 如 何 将 品 牌 设 计 中 国 化 的 书
A book set that explains uniquely Chinese branding methods, for average Chinese designers
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