味在天府·清粥小菜 品牌形象 VI

味在天府·清粥小菜是创立于成都的知名餐饮品牌。十多年来不断发展，从一碗小粥开始俘获人们的胃，打造有温度有情感的城市轻餐，成为成都人生活中最不可或缺的一部分。

创作希望用好的视觉语言讲好一碗小粥的故事，用符合当代的文化语境与沟通方式，让年轻人真正产生共鸣，带来别样感受。寻味，是过程，是由揭开碗盖开启的味之旅程，我们用揭开的碗盖来进行图形表达，它恰好也构成象征传统的灯笼，而图形内的视觉核心，则来自于正宗川菜的重要原料——二荆条辣椒，它所表达的一叶轻舟象征着品牌产品内核也是精神内核——“清粥”，一舟即是一世界，天府好味，尽在其中。

A Bite of Tianfu, QINGZHOUXIAOCAI is a famous restaurant brand. It has been developing continuously for more than 10 years. It seizes the foodies stomach by a bowl of congee, to build a warm and emotional light food style in the city, to be one of the essential parts of Chengdu people s life.

The design aims to tell the story of QINGZHOUXIAOCAI by the good visualization, using the present culture and communication to let the young generation have the same sense and bring a different feeling. Looking for flavor is a process, and a journey to the flavor by starting uncovering the bowl which is represented by pictures exactly forming the lantern, the symbol of tradition. And the visual core is originated from the important material of the authentic Sichuan Cuisine, Erjintiao pepper. It represents a leaf boat, same pronunciation of QINGZHOU light congee in Chinese, to symbolize the brand core also the spirit core-QINGZHOU light congee, the boat symbolizes the world, including all the flavors of the Land of Abundance.