荣先森 用讲究进化传统 | Delicately Evolve The Tradition
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提到厦门的传统美食，似乎总也绕不开闹嚷的市井与路边摊档。可惜的是，很少有人想起让这些传统美食以体面的方式呈现。
食物不应被辜负，传统美味也不该被边缘化。宴遇的主厨吴嵘先生认为，由于人们在“吃”上越发讲究，“外来”的餐饮不断升级创新，
以更新奇有趣的-姿态呈现，厦门本土的餐饮文化却遭到了忽视，甚至逐渐被人们遗忘。
在宴遇收获了巨大成功之后，吴嵘先生以完备的团队力量推出全新品牌“荣先森”，让传统厦门菜以崭新的姿态进入市场。
地道的传统配方，升级的新鲜食材，讲究的烹煮流程，让更多的人能品尝到高品质的经典厦门味。
此次的项目，我们与品牌方进行了深度的合作，从品牌初期设计入手，挖掘品牌核心价值和理念，
将品牌基因植入每一个微小细节：从整体视觉传达，到器皿及周边产品开发，乃至后续营销。我们力求以整合的方式360度输出一个全新的品牌。
It’s hard to stay away from the noisy street market and street food once speaking of traditional Xiamen delicacies.Shamefully people can barely think of present those traditional delicacies in a decent way. The food should not be let down, the traditional delicacies also shouldn’t be marginalized. Mr. Wu Rong, the head chef of Yanyu thinks that due to people paid more and more attention on “eating”, so that the “imported” food kept upgrading and innovating to be presented in a fresh and interesting way. However, the local Xiamen food culture got ignored at the mean time and gradually forgotten by the consumers.
After the huge success of Yanyu, Mr. Wu Rong gathered a complete team to launch the brand-new brand – Mr. Rong to introduce the traditional Xiamen cuisine into the market in a fresh way. Very local and traditional recipe upgraded fresh ingredients and decent cooking process to enable more and more consumers to take the classic high-quality Xiamen taste.
In this project, we collaborated with the brand deeply and started to design from the beginning of the brand to explore the brand’s core value and vision. We implanted the brand DNA into every tiny detail: the holistic visual expression, the development of kitchen ware and peripheral product and even the subsequent marketing. We tried our best to build a brand-new brand in 360 degrees with an integrated way.
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Client 荣先森
Service brand identity, content planning, graphic
Service brand identity, content planning, graphic
Creative Director 蔡仪
Art Director 卡卡
Designer Assistant 刘靓
Copywriter 慧慧
Art Director 卡卡
Designer Assistant 刘靓
Copywriter 慧慧
