赢想力案例 © 做一碗绕地球一圈的羊肉粉！
厦门/设计爱好者/5年前/1570浏览
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赢想力案例 © 做一碗绕地球一圈的羊肉粉！
羊肉粉是贵州当地的一种著名小吃，是当今大多数贵州人早午餐的最爱。羊肉粉已有300余年的历史，西南各地均有产羊肉粉，常见较出名的羊肉粉有兴义羊肉粉、遵义羊肉粉、金沙羊肉粉、水城羊肉粉等。
羊言是一个全新品牌，创始运营团队通过同行引荐找到赢想力，通过深入沟通后了解到，羊言品牌目标锁定在羊肉粉单品品类，贵州作为品牌孵化的根据地市场。此次项目经过半年多的酝酿和筹划，从市场考察到工艺配方寻找、产品研发到流程制定，原材料供应链到采购配送等做了大量的工作准备。
赢想力为羊言羊肉粉全案打造，通过品牌三步骤定位清晰、表现差异、系统一致性来塑造品牌。在产品结构上优化产品线，梳理卖点，打造品牌爆款。品牌视觉上打造超级符号，品牌文化表达用IP形象生动演绎。空间设计围绕以解决好品牌文化、线下引流、出品效率、动线设计、成本控制五大问题展开工作。
羊言IP角色以黑山羊为创作元素，把动物拟人化去设计。［黑山羊］的倔强代表着羊言团队对品牌不断创新思维的坚持；执着喻示着品牌为客户提供天然、安全、健康的食品的不懈努力。［红色围脖巾］代表时尚个性，不因循守旧、不传统刻板，做一个为年轻人发声的品牌。［耳环民俗］代表自信勇敢，年轻人要相信自己保持一颗勇敢、前进、愉悦的心，羊言可以是一种生活态度。
The character of Yangyan IP takes black goat as the creative element and humanizes the animal to design. The obstinacy of [black goat] represents Yangyan team's persistence in brand innovation
The character of Yangyan IP takes black goat as the creative element and humanizes the animal to design. The obstinacy of [black goat] represents Yangyan team's persistence in brand innovation
产品是直接与消费者交换，品牌是用来与消费者进行沟通。品牌沟通需要找到好的形势和载体，羊小言作为品牌形象代言人的设计孕育而生，有亲和力、幽默风趣、个性张扬的羊小言不断的去讲故事、做文化、丰内容，在品牌到用户的沟通中起到连接点的作用。
Brand communication needs to find a good situation and carrier. Yang Xiaoyan is born as the design of brand image spokesperson. Yang Xiaoyan, with affinity, humor and personality, constantly tells stories.
Brand communication needs to find a good situation and carrier. Yang Xiaoyan is born as the design of brand image spokesperson. Yang Xiaoyan, with affinity, humor and personality, constantly tells stories.
在产品营销中，品牌要给消费者留下深刻印象，我们要把一个“语言钉子”钉进消费者心智中，同时我们还需要一把“视觉锤”！羊言要在众多品牌中脱颖而出，需要有强识别视觉传播符号，在品牌和消费者链接的场景中不断出现，重复再重复的去强化品牌记忆点。
In product marketing, in order to impress consumers deeply, we need to put a "language nail" into the minds of consumers. At the same time, we also need a "visual hammer"!
In product marketing, in order to impress consumers deeply, we need to put a "language nail" into the minds of consumers. At the same time, we also need a "visual hammer"!
从品牌设计一开始，我们就希望打造一个超级符号来弥补“羊言“品牌取名的缺点。首先我们了解到黑山羊肉是羊肉粉的重点食材，所以在设计上我们突出了羊的元素，设计师通过把汉字“羊”进行抽象图案化，羊上面两点笔划巧妙的用羊角图案来代替；其次羊字外圈以四个弧线组合成一个圈圈，代表四方同心的传统吉祥图腾蕴意。
From the beginning of brand design, we hope to create a super symbol to make up for the shortcomings of "Yangyan" brand name. First of all, we learned that black goat meat is the key ingredient of mutton powder, so in the design, we highlighted the elements of sheep.
From the beginning of brand design, we hope to create a super symbol to make up for the shortcomings of "Yangyan" brand name. First of all, we learned that black goat meat is the key ingredient of mutton powder, so in the design, we highlighted the elements of sheep.
羊言的经营理念坚持“四好”发心：好初心、好食材、好工艺、好配方！为传统美食发声，所以坚持做一碗“好吃“的羊肉粉。在品牌前期推广上我们的策略是把“好吃”的口号喊出来，通过良好的产品体验达到口口相传！所以就有了这个羊言羊肉粉“顶好吃 ”这个创意。
Yangyan's business philosophy adhere to the "four good" heart: good original intention, good ingredients, good technology, good formula! For the traditional food, so insist on making a bowl of "delicious" mutton powder.
Yangyan's business philosophy adhere to the "four good" heart: good original intention, good ingredients, good technology, good formula! For the traditional food, so insist on making a bowl of "delicious" mutton powder.
在产品营销中，品牌要给消费者留下深刻印象，我们要把一个“语言钉子”钉进消费者心智中，同时我们还需要一把“视觉锤”！羊言要在众多品牌中脱颖而出，需要有强识别视觉传播符号，在品牌和消费者链接的场景中不断出现，重复再重复的去强化品牌记忆点。
In product marketing, in order to impress consumers deeply, we need to put a "language nail" into the minds of consumers. At the same time, we also need a "visual hammer"!
In product marketing, in order to impress consumers deeply, we need to put a "language nail" into the minds of consumers. At the same time, we also need a "visual hammer"!
整体视觉符号具有很强冲击力和记忆点，让羊言品牌识别度更高。通过设计创意延展到品牌视觉物料、产品包装、门店空间等，品牌内容表达更丰富，并能有效提升品牌的关注度，达到吸睛引流效果。
The overall visual symbols have a strong impact and memory points, so that the brand recognition of Yangyan is higher. Through the extension of design ideas to brand visual materials, product packaging, store space, etc., the brand content expression is more abundant.
The overall visual symbols have a strong impact and memory points, so that the brand recognition of Yangyan is higher. Through the extension of design ideas to brand visual materials, product packaging, store space, etc., the brand content expression is more abundant.
一碗好吃的羊肉粉是怎么来的，从“一选二熬三辣四精”基本制作四大模块开始：1.精选优质黑山羊肉→2.羊大骨熬汤精炖六个小时→3.十几道工序制作成的“香辣脆”油辣椒→4.手工精制米粉Q弹爽滑。我们设计师通过二次元漫画风格，以羊小言生动趣味的场景设计去演绎羊言羊肉粉制作工艺的四大卖点。
How does a bowl of delicious mutton powder come from? Starting from the four basic production modules of "one choice, two boil, three spicy and four essence.
How does a bowl of delicious mutton powder come from? Starting from the four basic production modules of "one choice, two boil, three spicy and four essence.
羊言线下门店空间设计以红、黑为主色调，白、浅灰为辅助色彩。整体空间分割为门头创意模块、厨房操作模块、客座区模块、广告展示模块，每个模块导入品牌理念和符号元素，品牌文化从二维到三维立体贯穿始终。并结合年轻人喜欢的二次元文化来设计，黑钛不锈钢线条是空间串联线，把空间四大功能模块有序串联起来。
Yangyan offline store space design to red, black as the main color, white, light gray as the auxiliary color. The whole space is divided into three parts: the door creative module, the kitchen operation module, the guest area module and the advertising display module.
Yangyan offline store space design to red, black as the main color, white, light gray as the auxiliary color. The whole space is divided into three parts: the door creative module, the kitchen operation module, the guest area module and the advertising display module.
赢想力设计商业空间是基于品牌策略为先导，从品牌和产品的诉求角度来构建空间设计。品牌诉求注重表达文化感性层面；而产品诉求注重销售理性层面，一个好的商业空间品牌和产品诉求二者缺一不可。
Yangyan offline store space design to red, black as the main color, white, light gray as the auxiliary color. The whole space is divided into three parts: the door creative module, the kitchen operation module, the guest area module and the advertising display module.
Yangyan offline store space design to red, black as the main color, white, light gray as the auxiliary color. The whole space is divided into three parts: the door creative module, the kitchen operation module, the guest area module and the advertising display module.
羊言的空间设计以品牌为指导方向，而品牌设计则回到我们前面既定的“归属定义”为指导方向。羊言归属定义是：吃饱＋解馋，所以我们在设计上围绕（吃饱）速度与（解馋）温度两个课题来思考设计方案，以速度出发要考虑客流、出品、坪效，温度出发要表达好文化、主题、情感。
Yangyan's space design takes the brand as the guiding direction, while the brand design returns to our previously established "attribution definition" as the guiding direction. The definition of Yangyan's ownership is: satiety + craving. Therefore, we think about the design scheme around the two topics of speed and temperature in the design. Starting from the speed, we should consider the passenger flow, production and efficiency, and the temperature should express the culture, theme and emotion.
-The End-
Yangyan's space design takes the brand as the guiding direction, while the brand design returns to our previously established "attribution definition" as the guiding direction. The definition of Yangyan's ownership is: satiety + craving. Therefore, we think about the design scheme around the two topics of speed and temperature in the design. Starting from the speed, we should consider the passenger flow, production and efficiency, and the temperature should express the culture, theme and emotion.
-The End-
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