哆乐叽DUOLEJI｜炸鸡汉堡品牌设计｜VI设计

项目丨PROJECT

DUOLEJI哆乐叽/2021.08

服务丨SERVICE

品牌LOGO / 插画图形 / IP设计 / 品牌VI / 品牌包装

团队丨阿祖品牌设计工作室

品牌策划/单一晨

主案设计/阿祖

插画设计/大舟、阿祖

项目背景

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哆乐叽是一家主打炸鸡和汉堡的美式复古快餐品牌。以潮流美式风格为主，倡导着自由，奔放，欢快为主题的品牌理念，打破以往传统快餐炸鸡店固有印象标签。

以最原始的食材口感和顾客至上的服务以及浓厚的品牌文化，给每一个消费者带来全新的感受和体验！

品牌主色采用红色与黄色，象征着热情与奔放，搭配米色让色彩体系看起来更加和谐，给人舒适愉快的心情。IP形象哆乐作为品牌形象物，以有趣的表情和多元化的场景，全方位的打造自由，奔放的品牌理念，更是为整个品牌增加了个性的风采。全案还搭配了一系列的美式插画延展，使品牌文化醇厚，加强了整体风格的统一性。

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Doleji is an American retro fast food brand that specializes in fried chicken and burgers. Focusing on the trendy American style, it advocates the brand concept of freedom, unrestrained, and cheerfulness, breaking the inherent impression of traditional fast-food fried chicken restaurants in the past.

With the most original taste of ingredients, customer-oriented service and strong brand culture, it will bring new feelings and experiences to every consumer!

The main colors of the brand are red and yellow, which symbolize enthusiasm and unrestrainedness. With beige, the color system looks more harmonious and gives people a comfortable and happy mood. IP image Dole as a brand image, with interesting expressions and diversified scenes, to create a free and unrestrained brand concept in all directions, which adds a personality to the entire brand. The whole case is also equipped with a series of extensions of American illustrations, which enriches the brand culture and strengthens the unity of the overall style.