项目名称：幸运牛

Project Name: Lucky cow

项目规模：八家门店

Project scale: eight stores

经营品类：小黄牛火锅

Business category: xiaohuangniu hot pot

服务内容：品牌形象策略、品牌视觉设计、品牌空间设计

Service content: brand image strategy, brand visual design, brand space design

项目地点：中国深圳

Project location: Shenzhen, China

20世纪60年代，广东汕头铜盂镇人郭大南在学艺多年后开办了自家的牛肉店，开始了前店后屠的生意。牛肉餐馆的生意看似简单，手艺其实高深。从选牛到育膘，牛只的屠宰，牛肉的分切刀工，肉丸的制作，内脏的加工腌制，道道都得有好手艺。经过了60年的发展，走过三代人，幸运牛品牌从一个巷内小店做到了家喻户晓，并于2016年进入了深圳。面对全新的一线城市市场，如何将老牌子的底蕴焕发，将沉淀了半个多世纪的品牌文化与现代餐饮体验模型相结合，是项目的形象策略的核心诉求。20世纪60年代，广东汕头铜盂镇人郭大南在学艺多年后开办了自家的牛肉店，开始了前店后屠的生意。牛肉餐馆的生意看似简单，手艺其实高深。从选牛到育膘，牛只的屠宰，牛肉的分切刀工，肉丸的制作，内脏的加工腌制，道道都得有好手艺。经过了60年的发展，走过三代人，幸运牛品牌从一个巷内小店做到了家喻户晓，并于2016年进入了深圳。面对全新的一线城市市场，如何将老牌子的底蕴焕发，将沉淀了半个多世纪的品牌文化与现代餐饮体验模型相结合，是项目的形象策略的核心诉求。

In the 1960s, Guo Danan, a native of Tongyu Town, Shantou City, Guangdong Province, opened his own beef shop after many years of study and began the business of slaughtering in front of the shop. The business of beef restaurant seems simple, but the craftsmanship is actually profound. From cattle selection to fattening, cattle slaughtering, beef slitting, meatball making, visceral processing and pickling, all have to have good skills. After 60 years of development and three generations, lucky cow has become a household name from a small shop in an alley, and entered Shenzhen in 2016. In the face of the brand-new first tier city market, it is the core demand of the image strategy of the project that how to rejuvenate the heritage of the old brand and combine the brand culture that has been precipitated for more than half a century with the modern catering experience model.

店内由钢板所呈现的潮汕剪纸由国家级非物质文化遗产项目市级传承人陈小燕创作，再现了幸运牛品牌的深厚文化背景。

The Chaoshan paper-cut presented by the steel plate in the shop is created by Chen Xiaoyan, the municipal inheritor of the national intangible cultural heritage project, which reproduces the profound cultural background of the lucky cow brand.

将品牌正宗经典的牛肉火锅制作过程用创意拍摄的手法呈现，在推广品牌的同时宣传了潮汕美食的文化。

The production process of the brand's authentic and classic beef hot pot was presented by creative shooting, which promoted the brand and promoted the Chaoshan food culture.

而幸运牛做为一个前店后屠的餐馆，有别于其它食店多了许多作坊的味道。旧时的老墙，硕大的案台，粗犷的桌椅，大铆钉，木栅栏，老油灯，大肉称......这些印迹是这个老店特有的记忆。将这些珍贵印迹转变成品牌形象的独特形式，从而形成了品牌形象的高识别度。同时运用极具特色的潮汕剪纸，既准确的还原了品牌的文化归属，又展现了品牌的文化积淀。

Lucky cow, as a restaurant that slaughters in front of the store, is different from other restaurants in many ways. The old wall, the huge desk, the rough table and chair, the big rivet, the wooden fence, the old oil lamp, the big meat name... These marks are the unique memory of this old shop. These precious imprints will be transformed into a unique form of brand image, thus forming a high degree of recognition of brand image. At the same time, the use of Chaoshan paper-cut with great characteristics not only accurately restore the cultural belonging of the brand, but also show the cultural accumulation of the brand.

店面以木色铝板为主体材质，用模仿竹编的结构手法，在门面上再现了竹编漏勺的肌理，带有强烈的潮汕文化气息。

The main material of the storefront is wood colored aluminum plate, which imitates the structural technique of bamboo weaving, and reproduces the texture of bamboo weaving spoon on the storefront, with a strong Chaoshan cultural atmosphere.

将旧时潮汕地区的烹调工具，生产工具，改造后变身成为装饰面，质感强烈，展现了品牌强烈的地域特色。

The old cooking tools and production tools in Chaoshan area have been transformed into decorative surfaces with strong texture and strong regional characteristics.

旧日店铺的木制门板，和下吊招牌，也以时尚的形式重现。充满了浓浓的人情味，充满了品牌的温度。

The wooden door panels and hanging signboards of old shops are also reproduced in fashion. Full of a strong sense of humanity, full of the temperature of the brand.

形象策略：彭峰、林盛铨

Image strategy: Peng Feng and Lin Shengquan

平面设计：林盛铨

Graphic design: Lin Shengquan

空间设计：彭峰

Space design: Peng Feng

产品摄影：延鹏影像

Product photography: Yanpeng image

空间摄影：POPO VISION

Space photography: popo vision

本项目得与国家级非物质文化遗产项目（潮阳剪纸）市级传承人陈小燕及潮籍文化插画师陈小如共同创作，在此鸣谢！

This project can be co created with Chen Xiaoyan, the municipal inheritor of the national intangible cultural heritage project (Chaoyang paper-cut) and Chen Xiaoru, the Chaozhou cultural illustrator. Thank you!