-What is the upgrade of catering brand?
"In your opinion, the upgrade of the catering brand just changed the door and logo?"
Some people think that brand upgrading means changing a set of VI or redecorating; Some people think that brand upgrading means changing menu marketing? However, in the view of licensed catering design consultants, it is only a single point upgrade, not a real catering brand upgrade. On the other hand, if you completely deny the old image and blindly follow the trend, it is not a qualified catering brand upgrade.
The upgrading of catering brand is to sort out and shape the overall brand system, which is guided by catering brand strategy and runs through products, space, experience and communication. It is not difficult to see from the upgrading process of some well-known catering brands that there are innovations and inheritance. Starbucks LOGO is more and more simplified in focus, but the classic green and mermaid symbols remain unchanged; The LOGO of McDonald's continued to be subtracted, and the golden "M" symbol, which has been used and emphasized, was finally retained.
-Why upgrade the catering brand?
"Facing the current catering market situation, brand upgrading can quickly enhance competitiveness"
Many small and medium-sized catering brands have operated well in the early stage, their business models have been tested, and the size of their stores has continued to grow. At this time, they will face another competitive scene in the market, that is, the fierce brand competition stage. At this stage, whether the brand advantage can be fully displayed is very important.
Licensed catering design consultants believe that systematic brand upgrading is essentially one of the important means to enhance the competitiveness of chain catering enterprises. Brand upgrading is an indispensable factor in the transformation from being an enterprise to becoming a brand and from short-term profit to long-term stable profit, which can effectively extend the vitality of the brand.
-How to upgrade the catering brand?
"Brand upgrading needs the cooperation and complementarity between the operation team and the design team"
How to implement and land after defining the goal of brand upgrading? We often say that "there is specialization in the profession", and professional things should still be done by professional people. However, in order to present a perfect effect, it is particularly important for the brand operation team and the design team to communicate effectively and reach an understanding. Usually, the operation team is responsible for making reasonable demands and communicating without reservation during the upgrade process, while the design team needs to serve the brand unselfishly.
Licensed catering design consultants have accumulated many years in the field of catering design, and effective communication and cooperation with every customer have achieved many successful design works. Take the latest brand upgrade case-having backbone as an example;
Having backbone is a brand of bone soup that focuses on health and wellness. Before the planning and design, Director Xu, a licensed catering design consultant, had a comprehensive and meticulous communication with the founder Mr. Wang, and learned that he hoped to build a young fashion brand for urban white-collar consumers. According to the brand positioning described by the customer and this unique brand name, Director Xu immediately thought of the strong emoji in WeChat.
"This logo gives people a feeling of vigor and vitality", which is the original design concept of Director Xu. Later, I learned that there was such a symbol in the four major brand icons before the "backbone" upgrade. In other words, this symbol is very suitable for the brand positioning with backbone and is recognized by both parties.
Therefore, the licensed catering design retains the original four brands of ICON, and has been adjusted for different design problems. Through the circular graphic expression, it looks more holistic and plays the role of visual unity. There are also some reservations and innovations. The original backbone brand image is too conventional, and the brand characteristics and advantages have not been well highlighted, so catering design consultants are allowed to rebuild the backbone brand image from the visual identification system.
The first is LOGO design. Combined with the strong symbols extracted before, the licensed catering design consultant redesigned the LOGO font. The calligraphy font with rich colors is the main body, and the overall strokes are vigorous and full of tension, as if there is a momentum oozing from it, which makes people accurately associate with keywords such as strength and strength, and complement each other with bone soup. One of the words "healthy and good bone soup" is to keep the original brand communication content with its own backbone. In the upgraded brand image, catering design consultants are allowed to add the interpretation of this sentence, which deepens the weight of this communication slogan.
Secondly, licensed catering design consultants use a lot of strong super symbols in the design of packaging boxes, tableware, in-store posters and projection lights. The full red background, muscular arms and clenched fists constitute a picture with great visual impact, which is very easy to remember, greatly reducing the brand communication cost and customer memory cost, and forming a core brand visual asset with backbone.
Since then, the brand image upgrade with "backbone" as the core has been completed. From LOGO design to symbol design, to advertising language and brand culture design, licensed catering design consultants always adhere to the design principle of "unifying image, creating content, super communication and stimulating growth" in this process to create maximum value for customers.
"Does my catering brand need to be upgraded?" This is a question that most catering people will ask themselves, but in fact, what catering people need to know more is "how to upgrade catering brands". Licensed catering design consultants suggest that if your brand wants to develop for a long time, you must pay attention to this issue, make good planning, preparation and cognitive upgrading.
Classic design case of certified catering design consultant;
Brand files enter licensed catering design consultants;
Director Jian Kang founded Ruimei brand design consultant in 2009 and began to enter the field of catering design. 20 14 founded a chartered catering design consultant and formally introduced "chain light catering whole case planning". After years of exploration in the field of catering brand design and brand marketing communication, the team has created a new mode of "delicious, fun and meaningful" catering design integration. With the mission of inheriting China traditional cuisine and spreading excellent catering culture, the mission of being a conscientious catering brand, and the brand vision of "China Catering Communication World", we are committed to the practice of integrating China traditional catering aesthetic spirit with modern design language.
The team established market trust by virtue of professionalism, professionalism and dedication, and formed a catering creative ecosystem with catering naming planning as the entrance, catering culture planning as the foundation, catering VI design as the main line, catering SI design as the medium, catering marketing planning as the breakthrough, catering dish photography as the highlight and catering feature film shooting as the essence. To provide customers with the customer value of "unifying image, creating content, super-spreading and stimulating growth". Allow to believe: Cook sincerely and God will help you.