项目概况
Project Overview
如花是一个以“幽默诙谐”为调性的酸菜鱼品牌。
根据前期调研，市场上的酸菜鱼品牌多与太二的风格相近。在品牌风格日渐统一的环境下，如花需要做出市场差异，才能在众多品牌中脱颖而出。因此，我们依据品牌基调，结合网上由酸菜鱼引发的爆红段子，将“又酸又多鱼”作为口号，使品牌更具趣味性。
在如花的IP形象设计上，我们创造了一个兼具艺术感和趣味性的独特符号，并搭配后续文案营造诙谐的风格。
Ruhua is a restaurant brand which features sauerkraut fish and a style of humor.
According to our research, many peer restaurants have branded themselves similarly to Tai'er. Faced with the growing convergence of branding styles, Ruhua must look for a differentiation to stand out from the rest. Based on their characteristics and a popular meme about sauerkraut fish on the Internet, we came up with the slogan "sour and superfluous" to add to the playfulness of the brand.
We also created a figure for Ruhua which combines aesthetic and funniness to build a distinctive image, accompanied with corresponding marketing copy.
