HEYFISH
Log grilled fish new benchmark
-
In the face of fierce competition in the grilled fish market, brands without core memory points cannot win. Therefore, we conducted research on the concept based on ingredients, production, environment and other aspects, and finally took "original charcoal roast" as the core of brand upgrading throughout. We redefined the brand as "Log grilled fish new benchmark", and focused on conveying the brand's craftsman spirit of "insist on making a good grilled fish".
Log grilled fish new benchmark
-
In the face of fierce competition in the grilled fish market, brands without core memory points cannot win. Therefore, we conducted research on the concept based on ingredients, production, environment and other aspects, and finally took "original charcoal roast" as the core of brand upgrading throughout. We redefined the brand as "Log grilled fish new benchmark", and focused on conveying the brand's craftsman spirit of "insist on making a good grilled fish".
HEYFISH·海记
原木烤鱼新标杆
-
面对竞争激烈的烤鱼市场下，缺乏核心记忆点的品牌是无法胜出的。因此，我们基于食材、制作、环境等多方面对海记进行调研，最后以“原木炭烤”作为品牌升级的核心贯穿始终。我们重新定义品牌为“原木烤鱼新标杆”，并着重传达品牌“坚持把一道烤鱼做好”的工匠精神。
Obtuse oblique design
Thick and full of tension
-
In font design, we pay more attention to present a stable and crafty visual feeling and convey the brand's sense of temperature. "Hai Ji" strokes are relatively simple, using obtuse Angle design to create a thick texture, uniform miter Angle, clean and powerful. Each "point" of the strokes is taken from the characteristics of the "fin", and the soft curves are full and full of tension.
斜切钝角设计
厚重而富有张力
-
字体设计上，我们更注重呈现稳重、匠心的视觉感受，传达品牌的温度感。“海记”笔画是比较简洁的，利用钝角设计来塑造厚重质感，统一的斜切角度，整洁而有力。其中笔画的每一“点”取自“鱼鳍”的特征，柔和的曲线饱满而富有张力。
Brand color communication:
Originality quality + young attitude
-
HEYFISH with texture black and craftsman meaning brown as the main color of the brand, low-key without losing the sense of quality color, convey plain, ingenuity, professional visual sense. On this basis, two complementary colors of orange and white are added. The bright orange is warm and eye-catching, which can better highlight the dynamic personality when paired with white. The whole conveys both a sense of quality and a modern and young attitude.
品牌色彩传达：
匠心品质+年轻态度
-
海记以质感黑+匠意棕作为品牌主色调，低调不失品质感的色彩，传达质朴、匠心、专业的视觉感。在此基础上，加入荣渝橙和白色两种辅色，鲜明的橙色温暖且醒目，与白色搭配更能突显活力个性。整体既有品质感的传达，又有现代年轻的态度。
