原烧山人 - 原切烧肉 | Original Taste Grill
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原烧山人是以原切烧肉为主打的烧肉品牌。
面对烧肉市场的严重同质化与消费需求的多元趋势，我们从不一样的中国风切入立意， 创新“原切烧肉”的概念，
通过“隐居山林的世外高人”的故事，为原烧山人建立起一个与众不同的中式烧肉场景，专注讲述在中国传统意境下全新的烧肉哲学。
以此概念为基础，我们采用拓印手法进行视觉设计表现，从沐猴山人、垂钓山人、饮酒山人几个方向挖掘设计元素，呈现传统概念下的中式氛围。
在内容层面，用一种半文言文式的口白输出内容，构建完整的品牌文化体系，传递乐观豁达的生活态度与原汁原味的烧肉哲学。
Yuanshaoshanren is a grill brand focused on original taste. Under the trend of serious similarity and diversified consuming demand in the grill market, we cut in from a different POV – Chinese style and innovated the concept of “original taste grill” and then created a unique Chinese grill scenario through the story of “A master hidden in the wood” that is focused on telling a brand new grill philosophy under a traditional Chinese style. Base on this concept, we carried out the visual design by the way of rubbing. Digging for design elements from the people from Muhou mountain, Chuidiao mountain and Yinjiu mountain and presented a Chinese style environment under the traditional concept. Content-wise, we created the contents using semi-classic-writing-style and oral Chinese to build the holistic brand culture system to deliver an optimistic lifestyle and original grill philosophy.
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Client 原烧山人 - 原切烤肉
Service brand identity, content planning, graphic
Service brand identity, content planning, graphic
Creative Director 蔡仪
Art Director 卡卡
Designer 大明
Copywriter 百合
Art Director 卡卡
Designer 大明
Copywriter 百合
