連鎖餐廳Урюк-品牌形象視覺設計

VIS設計/餐飲、娛樂、休閑

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發布于2019-09-25

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木森

安徽省  |  合肥市 設計愛好者

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ROWDY APRICOT


Урюк (Uryuk) is a kind of apricots used to produce dry apricots, middle-Asian delight.


Chain of restaurants ?Урюк? hit the market with new, completely reworked strategy and redesigned restaurants 'Grand Урюк' in order to attract a younger and more active audience. The classic design of restaurant chain, based on Uzbek patchwork tradition was replaced with a modern and stylish one to fit new chain setting, which combines high quality food and a trendy parties in chain restaurant.


The key points – Luxury, Smart, Fun – define the conception and communicate the message of the new format.?

Splendid customer service. Professional approach to quality. Swanky parties, performances, concerts.?

The classic “Урюк” chain had almost everything – the highest quality cuisine, professional staff, versatile entertainment options. The only thing they lack – something that would make people talk about the new restaurants… something bold, provoking and somewhat scandalous. This is how the new logo was born – a golden apricot with ambiguous curves, ironic and provocative.


The golden apricot became the key image of the restaurants. It perfectly reflects the ambiguous character of the brand image and positioning – ?not just a restaurant but a never-ending celebration”. This bipolarity was further reflected in the brand identity which combines two contrasting approaches – organized chaos vs. order and simplicity. The golden apricot is the embodiment of vital power impossible to regulate. It appeals by its spontaneous and chaotic nature. The same chaotic nature vibrates through identity: the golden fruit doesn’t have a particular spot – it is scattered around the improvised pattern and can appear in various places. This chaotic principle is opposed and at the same time complemented by order and simplicity. Hyperbolized logic and ultra-simplicity are also the basis of the brand identity alongside with its provocative character.


Hence, the simple logo, strict proportions of the design elements, and elaborated format structure. The approaches can be independent or intersect with each other to create unpredictable design solutions for advertising and brand materials.

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ROWDY APRICOT


Урюк(Uryuk)是一種杏子,用來生產中亞風味的杏干。


連鎖餐廳?Урюк?以嶄新的,完全重新設計的策略和經過重新設計的餐廳“ GrandУрюк”進入市場,以吸引更年輕,更活躍的觀眾。基于烏茲別克拼湊而成的傳統餐廳連鎖店的經典設計被現代時尚的店面所取代,以適應新的連鎖店環境,該餐廳結合了高品質的食物和連鎖餐廳的時尚派對。


關鍵點–豪華,智能,有趣–定義概念并傳達新格式的信息。

出色的客戶服務。專業的質量方針。時髦的派對,表演,音樂會。

經典的“Урюк”連鎖店幾乎應有盡有-最高品質的美食,專業的員工以及多種娛樂選擇。他們唯一缺少的東西-會讓人們談論新餐館的東西...大膽,令人發指并且有些丑聞。這就是新徽標的誕生方式–杏金,曲線模糊,具有諷刺意味和挑釁性。


金杏成為餐館的主要形象。它完美地反映了品牌形象和定位的模棱兩可特征–“不僅是餐廳,而且是永無止境的慶祝活動”。這種兩極分化在品牌標識中得到了進一步體現,該標識結合了兩種截然不同的方法:有組織的混亂與秩序與簡潔。金杏是無法調節的重要力量的體現。它具有自發性和混亂性,因此具有吸引力。相同的混亂自然也會因身份而振動:金黃色的水果沒有特定的位置-它散布在即興的圖案周圍,并且可以出現在各個地方。這種混亂的原則是對立的,同時又有序和簡單。夸張的邏輯性和超簡單性也是其品牌特征的基礎,同時具有挑釁性。


因此,簡單的徽標,嚴格的設計元素比例以及精心設計的格式結構。這些方法可以相互獨立或相交,從而為廣告和品牌材料創建不可預測的設計解決方案。


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