汤者,精华也。牛肉汤,做工考究,配料奇特,决非一般肉汤可比。煮汤前,须将买来的牛骨头放进清水中泡上一天一夜,且要不断更换泡骨头的水,直到泡骨头的水完全清澈见底,方可将骨头下锅煮之,如此煮出来的汤,洁白如奶。煮骨头时,锅中不能放任何佐料,否则,就会破坏了汤的灵性。牛肉富含蛋白质,氨基酸组成比猪肉更接近人体需要,能提高机体抗病能力,对生长发育及术后,病后调养的人在补充失血、修复组织等方面特别适宜,寒冬食牛肉可暖胃,是该季节的补益佳品。鲜香好喝,滋补,暖胃。
牛肉汤有三件事是最重要的:一是熬汤要舍得花时间,傍晚就开始熬,整整要熬一个晚上;二是要舍得放佐料,汤锅里都有一个小枕头般大小的佐料袋,里面放有花椒、八角、肉桂、草果之类,每家的佐料里面肯定都有秘不示人的东西或祖传的秘方;三是开始就要把水添够,不能兑水,也就是老喝家所说的“原汤”。喝汤讲究“三美”,即“瘦肉、薄饼、原汤”,三者缺一不可。
顺鑫牛肉汤的历史也已有了10年,生意火爆,每天新客人,老顾客,探店者络绎不绝。随着生意的兴旺,创始人也有了开连锁店的想法。所以顺鑫的创始人找到金子准备品牌升级。金子结合牛肉汤的特点对顺鑫牛肉汤做了全方面的品牌升级,形成了一套特色鲜明的视觉和听觉系统。
客户名称:顺鑫牛肉汤馆
服务内容:品牌全案
创作日期:2020-09-01
Soup, essence. Beef soup, with exquisite workmanship and unique ingredients, is by no means comparable to ordinary broth. Before boiling the soup, you must soak the bought cow bones in clean water for one day and one night, and constantly change the water for soaking the bones until the water for soaking the bones is completely clear. Then you can boil the bones in the pot. The soup so boiled is as white as milk. When cooking bones, you can't put any seasoning in the pot, otherwise it will destroy the spirit of the soup. Beef is rich in protein, amino acid composition is closer to human needs than pork, can improve the body's ability to resist disease, for growth and development, and postoperative care of people in the supplement blood loss, repair tissue and other aspects are particularly suitable, cold winter beef can warm stomach, is the season's beneficial products. It tastes delicious, nourishing and warms the stomach.
Beef soup has three things that are most important: first, it takes time to cook soup. It starts in the evening and has to be cooked all night; Second, we should be willing to put seasonings. There is a small pillow sized seasoning bag in the soup pot, which contains pepper, star anise, cinnamon, grass and fruit. There must be something secret or ancestral secret recipe in each seasoning; Third, we should add enough water at the beginning, but we can't mix it with water, that is, we always drink what we call "original soup". Drinking soup pays attention to "Three Beauties", that is, "lean meat, pancakes and original soup", all of which are indispensable.
Shunxin beef soup has a history of 10 years. Its business is booming. Every day, there is an endless stream of new customers, old customers and shop explorers. With the prosperity of business, the founder also had the idea of opening a chain store. So the founder of Shunxin found gold to prepare for brand upgrading. Gold combined with the characteristics of beef soup has upgraded the brand of Shunxin beef soup in all aspects, forming a set of distinctive visual and auditory systems.
Customer Name: Shunxin beef soup Restaurant
Service content: brand case
Creation date: September 1, 2020
舍得功夫牛肉汤全案

标志创意说明
标志以汉字“舍得工夫"进行设计,汉字logo的优势在于好读取,易识别,汉字的方框化外形可以当作图来读,这是我们中国文化的独特魅力。
将“舍得工夫”这四个字通过手绘的形式来展示,寻找一种拙劲,—种质朴,来贴和牛肉汤的制作过程:三天时间的泡骨,熬汤,煮肉,才能呈现顾客—碗好烫。橙色的配色传播性较高,并能激起人的食欲,配合金色和黑色,突出产品的品质感。


品牌升级的两个方向

品牌策略及品牌形象展示
根据牛肉汤的产品属性,产品形态,制作过程。确定了用牛角、汤匙、大厨作为文化母体来进行创作。












品牌命名的原则
1、记忆性原则
是指创建的品牌要便于记忆,这也是能够为了发挥企业的品牌作用,促使消费者重复购买。其中,简单化命名是一种最容易记忆的方式,有利于消费者提升对品牌的认知能力,很多国际品牌就是运用了这个方法,比如Nike、Intel等。
2、意义性原则
是指命名本身具有一定的意义,可以通过命名直接或者间接来传递出企业或者产品的信息,比如产品的特点、功效等。对于消费者来说,品牌的命名应该是熟悉的、有意义的,这也是能够加强消费者对品牌的记忆,从而能够在品牌和产品、企业之间能够建立联系。比如我们常见的肯德基,贝尔就是运用了这个原则。
3、嫁接性原则
是指通过一个英文品牌能够扩展到其他品种,扩展到不同的市场,甚至不同的国家。任何品牌的最终发展目标都是国家化、全球化,所以一定要考虑到不同国家的不同文化、不同语言,不要触碰一些禁忌。
4、适应性原则
是指品牌随着时代的发展要有所发展,要能适应时代的变化。如果在社会发展过程中,有些专有名词发生了转变,给品牌命名的时候,尽量避免这种情况出现,比如思科电器。
5、可保护性原则
品牌的命名要得到充分的保护,在中国本土,甚至在国外都要申请保护权,可以进行全球注册,得到不同国家的法律保护,在市场竞争中就不怕被模仿,比如中国石油,硅谷动力。
在这里金子主要是运用了意义性原则,通过命名直接可以传达出牛肉汤的特点、功效。有利于消费者加强对品牌的记忆力。



超级口号的三个层次
(1)口号即战略
超级口号带有战略性目的,是用来阻击竞争对手的。所以它背后一定是隐藏着企业的深度思考。
(2)口号即承诺
从品牌曝光度上说,超级口号仅次于品牌名称,顾客一开始对品牌的认知很可能直接来自超级口号。
(3)口号即讯息(购买理由)
超级口号是品牌传播的核弹头,是信息浓缩的胶囊,在品牌传播过程中承担了冲锋陷阵的的角色,负责冲破顾客心智。













效果展示









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