老品牌對品牌文化的

深度挖掘和再塑

Deep excavation and reshaping of

brand culture by old brands

項目名稱 | 大師傅烘焙店 （五桂堂店）

設(shè)計團(tuán)隊 | 重慶空袋子設(shè)計

項目類別 | 品牌升級

完工時間 | 2023.04

項目面積 | 168㎡

項目地址 | 涪陵區(qū)人民東路五桂堂

Project Name | MASTER

Design Team | KONDAS DESIGN

Project Category | Brand Upgrade

Completion time| 2023.04

Project area | 168㎡

Project Address | Wuguitang, Renmin East Road, Fuling District

BRAND

DESIGN

1991年創(chuàng)立于重慶涪陵的大師傅烘焙店一直以來都是當(dāng)?shù)氐尿湴?。然而隨著時間的推移，其標(biāo)志設(shè)計和店面風(fēng)格逐漸顯露出年代感，不再能與年輕一代產(chǎn)生共鳴。為了煥發(fā)新生，在涪陵區(qū)五桂堂的店面進(jìn)行了品牌的全面升級。

MAster, founded in 1991 in Fuling, Chongqing, has always been a local pride. However, over time, its logo design and storefront style gradually revealed a sense of era and no longer resonated with the younger generation. In order to rejuvenate, a comprehensive brand upgrade has been carried out in the store of Wuguitang in Fuling District.

重新設(shè)計的中文LOGO在原有的黑體基礎(chǔ)上進(jìn)行了微妙的改動，轉(zhuǎn)折處的圓角處理使整體更具柔和感， 呼應(yīng)了品牌追求的溫暖和親切。 英文LOGO也同樣如此，并添加了面包圖標(biāo)，進(jìn)一步提升了品牌的視覺統(tǒng)一性和辨識度。

The redesigned Chinese logo has undergone subtle changes based on the original bold font, with rounded corners at the turning points giving the overall design a softer feel, echoing the warmth and warmth that the brand pursues. The same applies to English logos, with the addition of bread icons, further enhancing the brand's visual unity and recognition.

根據(jù)大師傅的SLOGAN “值得回味的老朋友” 巧妙地結(jié)合了面包和親和力的IP形象，圖形標(biāo)志中的面包形象與英文LOGO相呼應(yīng)，而胸前的1991則是公司與顧客之間情感聯(lián)系的象征， 將過去和現(xiàn)在連接在一起， 與年輕顧客迅速建立情感共鳴。 為了與 “平穩(wěn)升級” 這一理念相契合， 深藍(lán)色的沉穩(wěn)被年輕感十足的Baby藍(lán)色系所取代，呈現(xiàn)出清新、輕快的視覺效果。

According to the master's SLOGAN "Memorable Old Friend", it cleverly combines the image of bread and affinity with the IP logo. The bread image in the graphic logo echoes the English logo, while the 1991 on the chest is a symbol of emotional connection between the company and customers, connecting the past and present, and quickly establishing emotional resonance with young customers. In order to align with the concept of "smooth upgrade", the composure of deep blue has been replaced by the youthful Baby blue series, presenting a fresh and lively visual effect.

INTERIOR

DESIGN

新店選址在涪陵區(qū)人民東路一條斜坡上， 地理位置優(yōu)越， 覆蓋了周邊多個小區(qū)和學(xué)校。 在這樣的地理環(huán)境下， 為了吸引顧客的目光， 為了吸引顧客進(jìn)店消費(fèi)，店面外墻保留原有夯土材料設(shè)計了簡潔明亮的門頭， 突出品牌形象和中英文LOGO，使顧客能夠迅速記住。

The new store is located on a slope of Renmin East Road in Fuling District, with a superior geographical location that covers multiple surrounding communities and schools. In such a geographical environment, in order to attract customers' attention and to attract them to enter the store for consumption, the exterior wall of the store retains the original rammed earth material and designs a simple and bright front door, highlighting the brand image and Chinese and English logos, so that customers can quickly remember.

店內(nèi)空間設(shè)計為了符合現(xiàn)代年輕人的審美標(biāo)準(zhǔn)， 采用簡約、清新、溫馨和舒適的風(fēng)格，營造出讓人愿意停留的舒適空間。為了與外墻夯土色和周邊商業(yè)環(huán)境相得益彰。主色調(diào)選擇了溫馨舒適的暖色調(diào)，除了主色調(diào)外，品牌色也融入其中，以加強(qiáng)品牌理念。

In order to meet the aesthetic standards of modern young people, the interior space design adopts a simple, fresh, warm, and comfortable style, creating a comfortable space that people are willing to stay in. In order to complement the rammed earth color of the exterior walls and the surrounding commercial environment. The main color tone has been chosen to be warm and comfortable. In addition to the main color tone, the brand color has also been integrated to strengthen the brand concept.

在空間陳列方面，通過借鑒賣場和便利店的陳列邏輯，內(nèi)部硬裝設(shè)計輕巧，專用陳列和成品道具營造出溫馨的氛圍，飲品區(qū)、烘焙區(qū)和休閑區(qū)等各功能區(qū)域也得到明確的提示，讓顧客在快節(jié)奏的生活中能夠迅速選擇心儀的商品。

In terms of spatial display, by drawing on the display logic of stores and convenience stores, the internal hard decoration design is lightweight, with dedicated displays and finished props creating a warm atmosphere. Functional areas such as the beverage area, baking area, and leisure area are also clearly indicated, allowing customers to quickly choose their desired products in a fast-paced life.

這次大師傅品牌升級和空間設(shè)計的變革， 不僅僅是一次外在形象的更新， 更是對品牌文化的深度挖掘和再塑。 通過對標(biāo)志、 店面外觀和室內(nèi)空間的重新塑造。

The upgrade of the Grand Master brand and the transformation of spatial design are not only an update of the external image, but also a deep exploration and reshaping of the brand culture. By reshaping the logo, storefront appearance, and interior space.