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在寻找品牌线索的过程中,我们结合关键词“年轻、好玩”;
发现以太空武士的故事性不仅有不同时代的碰撞感,
而且在矛盾性、文化性、平衡感和表现张力,上都有相对不错的表现…
消费需求个性化与日料餐饮同质化–年轻世代消费崛起,自我意识更强,注重消费过程体验,更希望品牌方能提供“吃”之外的独特的功能或情感价值。日料行业同质化严重,在吃出个性与餐饮同质化之间已然形成强感知痛点。
消费目的多元化与品牌呈现单一化–年轻人对大品牌没有明显偏好,视觉风格、菜品口碑、空间设计,甚至是名字,都能成为进店原因。餐饮品牌易陷入“网红”“爆款”的表象模仿,呈现形式和呈现风格单一,沟通平铺直叙,缺乏体验力。
品牌策略–设置独特故事,打破日料餐饮同质化困局构建丰富情景,拓宽消费者体验参与维度营造夜市氛围,让日料“更年轻、更好玩”
设计作品|寸一
项目地点|无锡·江苏
项目时间|2021年
服务内容|品牌设计/空间设计
原创设计|解构工仓
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