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春风化雨设计案例:汉小七捞饭连锁餐饮品牌策划与设计

China Fantasy Design
 
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9883

Project Overview / 项目概况

汉小七捞饭是发源于湖北武汉的快餐连锁品牌,“吃”在武汉方言中读作“qi”(**声),故取名“汉小七”。

春风化雨团队在介入该项目之后,通过市场调研和餐饮消费趋势发现,小吃快餐市场已经趋于精细化运营阶段,快餐小吃品类尤其是爆款单品已经进入微利时代,经营效率和用户体验将成为品牌的底层逻辑。所谓顶天立地不如铺天盖地,即品牌化+连锁化是主流经营模式,团队+供应链将成为快餐核心竞争力。因此我们对汉小七的品牌定位是时尚、美味、健康,以互联网+餐饮的O2O经营模式、本地化场景消费体验,精准服务于城市中的每一个SOHO、白领及年轻消费者人群。

基于互联网社交特点+网红基因+武汉地方方言+捞饭为载体,创作出好听好记好传播的超级口号:好七好七,就是汉小七同时将“小七”拟人化,打造品牌超级IP,化身具有多重能量的卡通人物形象,与消费者多场景互动沟通,为品牌代言。

Han xiaoqilaofan is a fast-food chain brand originated in Wuhan, Hubei Province. Eating is read as "Qi" (the first voice) in Wuhan dialect, so it is named "Han Xiaoqi".


After China Fantasy Design team involved in the project, through market research and catering consumption trend, it was found that the snack fast food market has

tended tobe refined operationstage, fast food snack categories, especially popup items, have entered the era of low profit, and business efficiency and user experiencewill become the underlying logic of the brand. The socalled sky is not as overwhelming, that is, brand + chain is the mainstream business model, team + supply chain will become the core competitiveness of fast food. Therefore, our brand positioning for Han Xiaoqi is fashionable, delicious and healthy. It is based on the Internet + catering O2O business model and localization scenario consumption experience, precisely serving every SOHO, white-collar and young consumer group in the city.


Based on the social characteristics of the Internet + online Red gene + Wuhan local dialect + Lao Fan as the carrier, we have created a super slogan that is pleasant to listen to, easy to remember and easy to spread: good seven is that Han Xiaoqi personifies "Xiaoqi" at the same time, creates a brand super IP, incarnates a cartoon character with multiple energies, interacts with consumers in multiple scenes, and speaks for the brand.


Project information / 项目信息

客户:武汉文勇智创餐饮管理有限责任公司

项目:汉小七捞饭品牌形象VI设计

内容:标志LOGO、VI设计

时间:2019年4月

出品:湖北春风化雨设计 China Fantasy Design




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