菜根香｜素食品牌设计

菜根香诞生于 20 世纪 40 年代的广州,最初是寺庙旁的一家素斋小铺,专为佛教信徒和斋戒市民提供传统素食。作为广州稀有的素食老字号,菜根香拥有 70 年历史积淀,其传统手工斋菜技艺和西关文化底蕴是核心资产。然而，品牌面临形象老化、产品单一、缺乏年轻认知等挑战。

通过高饱和度的蔬菜色彩体系与现代极简标志设计，重塑品牌视觉识别系统，有效解决品牌形象陈旧、缺乏视觉记忆度的问题。

CAI Gen Xiang originated in Guangzhou in the 1940s. It was initially a small vegetarian restaurant beside a temple, providing traditional vegetarian food for Buddhist believers and citizens who were fasting. As a rare vegetarian time-honored brand in Guangzhou, CAI Gen Xiang has a 70-year history of accumulation. Its traditional handcrafted vegetarian cooking techniques and the cultural heritage of Xiguan are its core assets. However, the brand is confronted with challenges such as an aging image, a monotonous product range, and a lack of youthful recognition.

By using a high-saturation vegetable color system and modern minimalist logo design, the brand's visual identity system is reshaped, effectively addressing the issues of an outdated brand image and a lack of visual memorability.