尖叫-火锅鸡/餐饮品牌全案

JIAN JIAO

BRAND CONCEPT-

团队TEAM：路野餐饮品牌视物所 WILD’IN STUDIO ©️

主案设计BRAND DESIGN：Cc.

三维设计3D DESIGN：不困

插画设计ILLUSTRATION DESIGN：Maple

动效设计ANIMATION DESIGN：真俊

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在消费者认知形成以前，餐饮品牌如何塑造消费习惯一直是餐饮人的难题。

火锅鸡作为新式餐饮品类，我们将目标人群聚焦在学生群体以及初入职场的年轻人群，而这一部分被互联网影响的Z世代们，独立、自我、小众，对口味对新潮的追求等都是他们身上的特点，这也使得他们的社交方式呈现出“精致化”的趋势

我们结合产品特色以<新派吃鸡潮流引领者>的概念为传播点，使消费者与<吃鸡>游戏产生联想，使目标消费者产生情绪共鸣，通过与品牌ip的视觉呈现，让产品价值更加可被感知，并形成积极传播

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Before the formation of consumer perception, how to shape the consumption habits of catering brands has always been a difficult problem for caterers.

As a new catering category, we focus our target group on students and young people entering the workplace, and this part of Generation Z who are influenced by the Internet, are independent, self-centred, niche, and pursue new tastes and trends, which also makes their social style show a trend of "refinement".

We combined the product features with the concept of <New Chicken Trend Setter> as a communication point, so that consumers can associate with the <Chicken> game, so that the target consumers can have emotional resonance, and through the visual presentation of the brand ip, so that the value of the product can be more perceptible, and to form a positive communication.