禾小火鍋 HER Hotpot | Branding Identity & Graphic design

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禾小火鍋 HER HOTPOT
BRANDING IDENTITY & GRAPHIC DESIGN

“ 從前從前，有一個名為禾的聚落，其中以鍋中女神聞名……

女神：你掉的是這板豆腐？還是這一塊黃金豆腐？ ”

"Once upon a time, there was a village called He, where was famous for the Goddess Pot...

Goddess: Did you drop this hard bean curd? Or this piece of golden tofu? "

《禾小火鍋》是一間位於台灣台中的火鍋品牌，以年輕、趣味、好玩的鍋物品牌作為新星登場！傳說穿越店內的黃金拱門，進入女神的華麗禾殿堂，將會展開一段身歷其境的故事體驗，讓鍋物除了好吃，更是一件好玩的事情！

"HER Hotpot" is a hotpot brand in Taichung, Taiwan. It is a newly debuted popular hotpot restaurant with a young, interesting, and fun brand positioning. Through the golden arches, unfolding is an immersive story experience after entering the elegant goddess palace, making hotpot not only delicious to eat but also a fun thing to do.

以「禾」一字做為識別LOGO，簡約的筆畫外型，並加上圓形的外輪廓，隱約帶出火鍋的鍋形，使大眾能夠更好的記憶，另外在視覺安排上增加許多圓角的潤飾，希望能給予消費者親切、質感、以及對於食物的聯想。

The Chinese character of the restaurant’s name, “HER”, is used on the logo with a circular contour around the simple written-structured character, faintly hinting at the shape of the hotpot in an attempt to reinforce the public’s memory of the restaurant. In addition, many rounded retouches are added to enhance the visual arrangement, hoping to provide the customer cordial and quality feeling and the association with food.

想到火鍋時你腦中浮出的畫面是甚麼？我們以此為媒介，將第一直覺想到火鍋時浮現的元素詮釋於圖形之中，分別為霧氣、食材、醬料、湯頭，以及完食後好吃的感受，延伸視覺的簡約感受，以幾何抽象的概念轉化為輔助圖形，在後續產品宣傳或文宣製作時，能達到很好的輔助視覺。

What comes to mind when thinking of a hotpot? We used this question as the starting point to illustrate the first elements coming into court when thinking of the hotpot and make them into graphics. They were steam, ingredients, sauces, soup, and the wonderful feeling after a meal, respectively. These elements were then extended from the simple visual perspective through geometrical transformation to make into auxiliary graphics, which, in the subsequent product promotion and literature production, gave good support for visual presentation.

在禾聚落中坐落著三位女神，依序為首的鍋中女神、匯之女神(蔬菜類 / 匯：總匯)、豐之女神(肉類 / 豐：豐富) ，三位女神掌管著不同的領域，維持著禾聚落中源源不絕的精燉湯頭與新鮮食材。

There are three goddesses in the He Village. They are Goddess Pot, Goddess Hui (vegetables/ Hui: medley), and Goddess Feng (meat / Feng: abundant); each is in charge of different areas to maintain the endless source of the stock and fresh ingredients in the He Village.

在繪製女神的樣貌時，我們特意將火鍋食材化作女神的配件使用，如：蛋餃耳環、肉捲飾品等，再搭配上優雅的表情與妝容，如風沐浴的飄逸氣質，最後點綴如薄紗的網點插圖效果，以濃郁鮮明的色彩搭配，完成了三位女神的仙氣容貌，亦也為禾畫下最後完美的一筆。

When designing the look of the goddesses, we deliberately used the hotpot ingredients as the accessories for the goddesses, such as egg-dumpling earrings, meat-roll decorations, etc., coupled with graceful facial expressions and makeup to portray an elegant temperament like a breath of fresh air. The final touches of the tulle screentone effect plus rich and bright colors gave the fairy appearance to the three goddesses. It was also the perfect last stroke for HER Hotpot.