2016 · SHENZHEN 深圳

STRATEGY 品牌策划 / VI 视觉系统 / SI 空间设计

正月水饺是由一个新兴团队在华南地区创新发展的中式快餐品牌，主打新鲜健康水饺。与华南地区水饺街店林立的情况不同，正月水饺开在购物中心，并以现代视角打造水饺品牌，在华南地区具有创新意义与广阔的发展前景。

正月水饺主打产品是东北水饺，作为一个创新品牌，面对品牌既有的传统文化与东北特质，正月水饺若要在华南市场独树一帜，如何去引导消费者理解及乐于接受水饺品牌、增强门店就餐体验，是品牌最需要关注的核心点。

经过梳理与思考，我们将民间习俗带到城市门店，将传统概念转化为现代感知，使用双重视觉打造品牌形象：标志整体结构为灯笼图形，线条简洁、色彩鲜明，两个圆的交叠寓意新旧交替、喜庆团圆；空间门店整体呈现明亮、温暖的视觉氛围；开放性厨房为消费者展示手工自制、好吃健康的新鲜食材；空间墙画选用了正月东北地区合家过年包饺子、吃饺子的画面，充满了热闹、快乐、幸福感，让消费者对水饺品牌产生耳目一新的品牌观感与联想，也对正月水饺留下独特的品牌印象。

Moon Dumpling is an innovative Chinese fast food brand developed by a new team based in southern China, focusing on making fresh and healthy dumplings. While all the dumplings restarants are opened on the street in sountern China, the team builds their brand with a modern perspective and decides to site Moon Dumpling in the shopping centers, which has innovative significance and broad development prospects in sounthern China.

The main product of Moon Dumpling is northeastern dumplings. As an innovative brand with traditional culture and Northeastern characteristics, Moon Dumpling needs to focus on how to guide consumers to understand and accept this brand while improving the dining experience so as to gain a firm foothold in the market of southern China.

Based on investigation and analysis, we bring the folk customs into urban restaurants and transform the traditional concept into modern perception to create the brand image with reduplicate visual elements. The overall structure of the logo is from the image of lantern, with simply lines and bright color, 2 overlapped circles represent the transition from the old to the new, happiness, and reunion. The interior design in the restaurant presents a bright and warm atmosphere of the space. An open kitchen allows customers to see the whole cooking process of the hand-made dumplings and the healthy fresh ingredients. The pictures on the wall are about the story that people who live in the northeast part of China making and eating dumplings during the Chinese New Year, which enhances the joyous, warm and happy atmosphere of the space while making a refreshing perception of a dumpling brand and a unique impression of Moon Dumpling on consumers.