一说到天津卫，外地的吃货小伙伴们都会立刻想到【狗不理包子】【十八街麻花】。确实这两个小吃是天津的代表，但是哏儿都的美味可远不止这些...
天津作为皇城根儿的北方大城市，对传统小吃的需求必然不在话下。【桂顺斋】【桂发祥】【稻香村】等老字号品牌的糕点一直是天津人逢年过节餐桌上不可缺少的一大件。随着近些年传统糕点越来越被年轻人关注，将传统的糕点形式与年轻化的口味需求巧妙的结合，成就了非遗老字号【祥禾饽饽铺】的成长。
如此契机，祥禾已经渐渐成为年轻人社交的伴手礼...
现有定位，线上线下同步拓展，线下的实体店也越来越多，老包装（杂乱），各种风格天马行空，很难形成记忆点，更没有视觉统一性。如此好吃的点心需要一个与之身份相匹配，同时与定位人群审美所匹配的品牌包装视觉，来做整体品牌的视觉锤、视觉调性的表达。
中式文化博大精深，不论传统还是时尚，都可以有很强的的中式氛围。然而文化高级感的表达，则需要在闹中取静，让消费者跟着一起带入...
祥禾产品线主要分为传统糕点，网络零食糕点，季节限定性礼品等等。而“文化高级感”就是贯穿品牌的灵魂关键词，在满足定位人群审美需求的同时，整合了祥禾的品牌视觉。中式古典色典雅+抽象夸张插画的活泼，表达了别具一格的文化高级感~
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Chinese culture is broad and profound. Whether it is traditional or fashionable, there can be a strong Chinese atmosphere. However, the expression of a high-level sense of culture needs to be quiet in the noise, so that consumers can follow
Xianghe's product line is mainly divided into traditional cakes, online snacks and cakes, seasonal limited gifts and so on. And "cultural advanced sense" is the soul keyword running through the brand, which integrates the brand vision of Xianghe while meeting the aesthetic needs of the positioning people. Chinese classical color elegance + Abstract exaggeration lively illustration, expressing a unique cultural advanced sense.
Creative Director：小狼君Langcer Lee
Designers：法老、娟娟、幽幽
Illustrators: 蓝宝、高高
Designers：法老、娟娟、幽幽
Illustrators: 蓝宝、高高
Photographers：蒋老师
