PEPPER FACTORY 椒麻工房

服务内容：品牌策划、品牌形象识别、包装设计

客户信息：重庆开州椒麻工房食品有限公司

项目时间：2017

Service: Brand Strategy / Brand Identity /Package Design

Client：Chongqing Pepper Factory Food Ltd,.

Date: 2017

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椒麻工房的前身是位于重庆开州的传统卤味工坊，在几十年的经营之后，因为外来品牌化熟食连锁店的冲击，销量逐渐下滑。年轻的继承人希望借助互联网的力量重新振兴工坊的生产，基于这一诉求，我们为老卤坊设计了全新的符合年轻人口味的品牌名和视觉形象。根据客户往期的销售数据，我们得出目标客群的核心年龄段是16～27岁，川渝地区喜爱娱乐的本地年轻人，继而提出了“有椒麻，不焦麻”（焦麻——四川方言中指心情烦躁焦虑）的品牌slogan，结合品牌带有街头风格的视觉调性，希望体现出本地文化中的戏谑和乐观精神。

The predecessor of Pepper Factory is the traditional bittern workshop in Kaizhou, Chongqing. After decades of operation, due to the impact of foreign brand delicatessen chain stores, the sales gradually declined. Young heirs hope to revitalize the production of the workshop with the Internet. Based on this demand, we have designed a new brand name and visual image for the old workshop, which accord with the taste of young people. According to the previous sales data, we get that the core age of the target customer is 16-27 years old, the local young people who like entertainment in Sichuan and Chongqing area, and then put forward the brand slogan of "you jiao ma，bu jiao ma"it means“with pepper, no anxiety " (Jiao ma refers to anxiety in Sichuan dialect). Combined with the brand visual of street style, we hope to reflect the banter and optimism in the local culture Spirit.