影扯丝｜达州灯影牛肉丝非遗零食品牌插画全案设计

以黑白拓印版画打造山野奇人 IP，为达州非遗灯影牛肉丝「影扯丝」完成全套品牌字体、叙事插画、视觉系统升级，让百年川味特产适配新生代消费审美。

English：Build wild hermit IP with black-white woodcut rubbing art, complete full-set brand font, narrative illustration and visual system upgrade for Ying Chesi—Dazhou Intangible Heritage Dengying Shredded Beef, revitalize century-old Sichuan specialty for young consumer aesthetics.

主创设计：不止设计 ALL COCO DOG（成都 BZ STUDIO）

Designer：BZ STUDIO (Chengdu) / ALL COCO DOG Design Centre

休闲零食 / 非遗特产品牌视觉、IP 插画、LOGO 字体设计

Category：Snack Food / Intangible Heritage Product Branding, IP Illustration, Font & Logo Design

灯影牛肉，是四川达州百年传承的省级非物质文化遗产，依靠薄如蝉翼、透光可见纹路的肉质形态成为川东标志性特产。但市面上绝大多数灯影牛肉产品长期陷入视觉同质化严重、传统文化符号老旧、年轻消费者认知薄弱、食用场景单一的困境。传统非遗美食的工艺价值、地域故事、手工底蕴，没有通过年轻化视觉传递出来，品牌溢价与社交传播力严重不足。

国内休闲零食赛道早已从单一口味竞争，转向文化审美 + IP 情绪 + 趣味叙事的综合比拼，带有强地域文化、独特故事性的细分零食品类，更容易在电商、线下文创、伴手礼赛道突围。基于此，「影扯丝」品牌正式立项，以差异化视觉重构老牌非遗零食。

Dengying Shredded Beef is a century-old provincial-level Intangible Cultural Heritage specialty from Dazhou, Sichuan Province, famous for its ultra-thin, translucent beef texture. However, most existing commercial Dengying beef products suffer from severe visual homogenization, outdated traditional visual symbols, low recognition among young consumers and limited eating scenarios. The craftsmanship value, regional stories and hand-made heritage of this traditional intangible heritage food have failed to reach young audiences, leading to weak brand premium and social communication potential.

China’s casual snack market has evolved beyond simple flavor competition to comprehensive competition centered on cultural aesthetics, IP emotional value and interesting storytelling. Niche snacks with distinctive regional culture and vivid stories gain stronger competitiveness in e-commerce, offline cultural creation and gift-giving markets. Therefore, the brand Ying Chesi was launched to reshape the classic intangible heritage snack with differentiated visual design.

核心创意概念：山野奇人，扯丝为食

品牌提炼荒诞趣味 IP 核心 —— 山野奇人，以扯丝为生存趣事，将灯影牛肉手工扯制、日光晾晒、烟火熏烤、古法卤制四大传统工序，全部转化为山野隐士的趣味生活插画场景。

视觉上选用黑白拓印版画质感，复刻川东传统木刻版画粗粝复古肌理，一边锚定非遗手工的厚重质感，一边用随性不羁的野人 IP 打破川式特产老气刻板印象。

The brand builds a whimsical core IP: a wild mountain hermit who takes pulling beef shreds as daily pleasure. We visualize four classic traditional craft procedures—manual shredding, sun-airing, fire smoking and ancient marinating—as vivid lifestyle scenes of the wild hermit. For visual style, we adopt black-and-white woodblock rubbing texture to restore the rough, retro texture of traditional eastern Sichuan woodcut prints. The design retains the profound texture of intangible heritage craftsmanship, while the unrestrained wild hermit IP breaks the outdated stereotype of Sichuan traditional specialty products.

1. 品牌标准字「影扯丝」定制粗拙书法字体，复刻拓印粗犷笔触，适配红黑复古两大主视觉色； 2. 核心 IP 人物：长发山野奇人多场景叙事插画（赶路、晾晒、生火烤肉、休憩、品尝牛肉丝五大场景）； 3. 工艺辅助插画：老卤锅、竹编簸箕、川味香料等古法食材器物插画，夯实工艺叙事； 4. 品牌延展版式：主 KV、组合插画版式、LOGO 规范应用，适配包装、海报、电商首页、文创周边全场景落地。

1.Custom rough calligraphy logotype for "Ying Chesi" with rubbing texture, matched with classic red & black main brand colors; 2.Core IP character illustration: multi-scene wild hermit visuals (journeying, air-drying beef, roasting over fire, resting, tasting shredded beef); 3.Auxiliary craft illustrations: vintage marinating pot, bamboo winnowing basket, Sichuan spicy spices and other vintage kitchenware to interpret traditional craftsmanship; 4.Brand extended layout design: main visual poster, combined illustration layout, logo specification application, suitable for packaging, poster, e-commerce homepage, cultural and creative derivative products.