项目：大饼博仕   

服务内容：品牌全案设计    

时间：2024.1

-Dr.BigPie Brand motion design-

品牌介绍

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这个品牌曾经和大部分做葱肉饼的小店一样，都是街边不起眼的那个所谓"普通"的小店，谁都记不住，它的名字就叫"福州炭烤葱肉饼"，或者是福建人都熟悉的"永泰葱饼"。

我们认为：好的品牌应该是个性鲜明的，而福州炭烤葱肉饼的行业痛点正是大多都是有品类而无品牌。

“兰州拉面/沙县小吃/永泰葱饼”它们拥有着地域的特征，但也面临着同质化过剩，消费者无法产生心智认知，即变成了有的吃就行，而不是非得吃哪家？

所以创立品牌“大饼博仕”变成了当务之急。我们为品牌创立了耳熟能详的名字，这个名字其实源自鸟山明《阿拉蕾》漫画中的人物。我们将第四个汉字中的“士”改为“仕”，代表高段位的制饼技艺，如匠人般呈现给食客们。同时我们为品牌定义了年轻个性的IP形象，区别于传统品类中的各种形象无差异化的视觉，联同包装和物料，门店改造一起，呈现一抹靓丽的黄色，赋予品牌鲜活并形象的“饼”的个性。

任何一个地域性特色美食都有被发现的必要，

而任何一个再小的品牌都有权利被发光和放大。

Any regional cuisine is necessary to be discovered.

And any small brand has the right to be shined and magnified.

对于品牌设计而言，这样的命名显然更适合更加具有亲和力的IP形象，就像这个黄色的圆饼，我并不需要为了名字中的“博仕”而给它带上所谓的“博士帽”，它更适合灵动的印象：咂巴着大眼，正在晃动并朝着你们打着招呼。

For brand design, this kind of naming is obviously more suitable for the more approachable IP image. Like this yellow round cake, I don't need to wear the so-called "doctoral cap" for the "Bausch" in the name. It is more suitable for the smart impression of smacking big eyes, shaking and greeting you.

对于这么样一家小的不能再小的饼店，物料真的精简就好，品牌IP和符号的最大化，色彩的冲击力，广告语的直白-“从不画饼，但能充饥”，很干练的传递着品牌的价值属性，每一个饼从和面粉，揉捏，烘烤出炉其实没有多长时间，但是都是饼匠的真功夫。我们要从消费者看到门头到看到产品到外卖包装到门店有着完整的整体性，而不再是烂大街的牛皮纸加印上“葱饼”二字的随意。我们尊重每一个匠人，也尊重每一个品牌。

For such a small cake shop, the material is really streamlined, the maximization of brand IP and symbols, the impact of color, the bluntness of the slogan-"never draw cakes, but satisfy hunger", skillfully conveys the value attributes of the brand, each cake from and flour, kneading, baking actually does not take long, but it is the true kung fu of the baker. We have to see from the front of the door to the product to the take-out packaging to the store has a complete integrity, instead of the Kraft paper on the rotten street printed with the word "onion cake" at will. We respect every craftsman and every brand.

在我们对接过的很多创业品牌和小品牌或者是一些经销商，习惯于一种思维：那就是“企业要做大了才有资格做品牌”，这个理念从一开始就走入了误区。品牌是一种资产，它可以从无形变成有形，也可以从有形变为无形，但无论怎么变化，这个认知始终是在增长的，只要品牌在运作它就势必保持认知的增长，即便产品消亡了，这个价值依然存在，它依然可以令品牌重获新生。

所以对于新兴的品牌而言，尽早的介入品牌策略&文化&美学，是品牌的立根之本。

In many of the start-up brands and small brands or some dealers that we have received, we are used to the idea that "enterprises have to grow up before they are qualified to be brands." the concept of "has entered a misunderstanding from the very beginning." Brand is a kind of asset, it can change from invisible to tangible or from tangible to intangible, but no matter how it changes, this cognition is always growing. As long as the brand is in operation, it is bound to maintain cognitive growth. Even if the product dies, the value of this brand still exists, and it can still bring the brand back to life.

Therefore, for emerging brands, getting involved in brand strategy-culture-aesthetics as soon as possible is the foundation of the brand.