格朗合米线品牌IP升级

格朗合米线

云南米线

天津市

南吉星设计事务所

十一禾

蜗牛仔

十一禾、Jane.Shane 姜

Jane.Shane 姜

小宇

格朗合米线品牌旨在为消费者提供地道云南米线的独特体验。本次品牌升级不仅需要传递米线的美味与地道，还希望通过鲜活的视觉语言与年轻消费者建立情感连接。为此，我们以品牌IP角色为核心，通过角色设计、动态场景、包装设计等多维度展现品牌的个性与文化内涵。

Gelanghe Rice Noodles aims to bring the authentic Yunnan rice noodle experience to customers. The brand upgrade focuses on conveying the unique taste of rice noodles while establishing an emotional connection with younger consumers through vivid visual storytelling. The project revolves around an IP character, integrating character design, dynamic scenes, and packaging to showcase the brand's personality and cultural heritage.

我们为角色设计了精细的2D三视图，包括正面、侧面和背面，确保角色在不同角度下都能保持一致性和辨识度。这种设计为后续的3D建模和衍生产品提供了准确的参考。

通过3D建模，角色得以更立体地呈现。角色的头饰、衣服和表情细节都经过精心雕琢，颜色搭配鲜明，既保留了2D的趣味性，又展现了3D设计的精致感。这种跨媒体的设计手法使品牌形象具有更强的可延展性，无论在包装、广告还是衍生品上，都能轻松应用。

Detailed 2D orthographic views (front, side, and back) were created to maintain consistency and recognizability from all angles. These designs lay the groundwork for subsequent 3D modeling and product development.

The character is further brought to life with 3D modeling, showcasing intricate details such as the headgear, outfit, and facial expressions. The vibrant color palette bridges the charm of 2D designs with the refinement of 3D aesthetics, making it adaptable for a wide range of applications, from packaging to advertising and merchandise.

角色设计是整个品牌视觉的核心。我们选择了一个充满活力的可爱角色，融合了云南地域文化的元素，例如头饰的造型参考了民族风情，并巧妙融入了米线的元素（如碗和筷子）。角色以卡通化的表现形式，拉近了与消费者的距离，体现了米线品牌的亲切感和趣味性。

设计中为角色创建了一系列动态动作，包括“嗦粉”、“挑菜”、“闻汤”、“骑车送餐”等场景，这些动作不仅体现了米线的美味，也展示了角色的灵动与活力。例如“骑车送餐”动态表现出品牌迅捷服务的特点，而“嗦粉”动作则刻画了消费者享受美食的真实体验。

表情设计是角色丰富情感表达的重要部分。角色有8种不同的表情，从开心到惊讶、愤怒，全面展现角色的个性，使其能适应各种场景应用，让消费者更易记住品牌形象。

The IP character serves as the centerpiece of the visual identity. It incorporates elements of Yunnan culture, such as traditional headgear designs and noodle-themed props (e.g., bowls and chopsticks). The cartoonish style bridges the gap between the brand and its audience, creating a friendly and approachable impression.

The character is brought to life through a series of dynamic actions, such as "slurping noodles," "picking vegetables," "savoring soup," and "delivering meals." These actions not only highlight the deliciousness of rice noodles but also demonstrate the character's liveliness and energy. For instance, the "riding scooter" scene portrays the brand's quick service, while the "slurping noodles" captures the joy of enjoying a meal.

With eight different expressions, the character conveys a wide range of emotions, from happiness to surprise and anger. This versatility ensures that the character fits seamlessly into various scenarios, making it memorable and engaging for consumers.                        

我们以角色为主要视觉符号设计了多款包装，采用了鲜艳的橙、绿等色调，突出了米线的活力和品牌年轻化的定位。包装不仅展现了角色的不同场景动态，也融入了云南风光和现代设计元素，让消费者在看到包装的瞬间感受到品牌的文化特色和视觉冲击力。

结合“彩云之南，胃你而来”的品牌故事，我们在宣传设计中加入了场景化插画，展现品牌的趣味性与文化深度。这些设计极大地增强了消费者对品牌的好感和记忆度。

The character takes center stage in various packaging designs, utilizing bold colors like orange and green to emphasize the brand's energetic and youthful vibe. Each packaging piece features the character in dynamic scenes, complemented by Yunnan's scenic beauty and modern design elements, delivering a powerful visual impact.

Aligned with the brand story "From the Land of Clouds, Straight to Your Heart," the promotional materials incorporate scene-based illustrations, such as the character interacting with a chicken or riding a scooter. These designs enhance the brand's charm and cultural depth, fostering a strong emotional connection with consumers.

格朗合米线的设计不仅停留在视觉上的吸引力，还深入挖掘了云南地域文化，将其与现代年轻消费者的审美相结合，传递出品牌的深厚文化底蕴。

通过一整套角色与场景设计，格朗合米线成功打造了具有高度识别性的品牌IP形象，为品牌后续的传播推广和多场景应用提供了无限可能。

The design seamlessly integrates Yunnan's cultural essence with contemporary aesthetics, appealing to young consumers while highlighting the brand's rich heritage.

Through a cohesive set of character and scene designs, Gelanghe Rice Noodles has established a highly recognizable brand IP, paving the way for extensive marketing possibilities and multi-scenario applications.