中日美式炸鸡汉堡品牌全案设计

项目丨PROJECT

xiaoyu/2023.03

服务丨SERVICE

品牌定位/品牌视觉/产品包装

插画设计|小雨

项目背景

一个主打日式趣味风格的快餐品牌，坐落于东京。小R是一头性格外向，热爱美食，拥有无尽好奇心又勇于挑战女孩。主理人倡导自由随性、不拘泥于传统标签印象，所以餐厅以兔子为品牌形象，并以它的名字命名了这家美式快餐店。品牌视觉上采用热情红，刺激食欲的同时，也给人带来热情欢快的感觉，令饥饿的顾客可以快速的被吸引。热情红也象征着兔子的整体性格，其蠢萌的形象可以拉近品牌与消费者之间的距离，提高品牌在消费者中的好感度。品牌搭配鲜明简约的英文，具有独特的视觉冲击力。

A fast food brand that focuses on Japanese fun style, located in Tokyo. Little R is an extroverted girl who loves food, has endless curiosity, and has the courage to challenge. The host advocates freedom and freedom, and does not adhere to traditional label impressions. Therefore, the restaurant takes the rabbit as its brand image, and named this American fast food restaurant after it. The brand visually uses warm red to stimulate appetite, while also bringing a warm and cheerful feeling, enabling hungry customers to be quickly attracted. Enthusiastic red also symbolizes the overall character of the rabbit. Its foolish and cute image can shorten the distance between the brand and consumers, and improve the brand's popularity among consumers. The brand is paired with clear and concise English, which has a unique visual impact.