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穆佰味

清真餐饮领导品牌

项目背景:
       我国清真餐饮文化有着1300多年的历史,清真餐饮是中华美食文化与伊斯兰文化的有机结合,是中华美食的一朵炫丽奇葩。清真食品,是指严格按照伊斯兰教的饮食禁忌所做的食品。以"佳美"和"洁净"作为可食食物的标准,在明确禁止的五类外,在其基础上圣训又做了进一步的阐述,以后的教法学家也在这两项的基础上又延伸性的作了些规定,自此构成了各族穆斯林的清真饮食戒律。"清真"二字,无形中给消费者带来心理上的安全、信赖感。

Background of the project:
       China's halal food culture has a history of over 1300 years, halal food is organic combination of the Chinese Food culture and Islamic culture, is the a dazzling flower Food. Halal food, refers to do strictly in accordance with Islamic food diet taboo. In the "Camry" and "clean" as edible food standards, in the five categories of prohibited outside, on the basis of the Hadith and further elaborated upon, experts teaching later also based on these two items and extension made some provisions, since then constitute all the Muslim Halal diet the precepts. "Halal" two words, invisible to consumers psychological sense of security, trust.

面临挑战:
       随着近年来社会生活节奏的加快,消费者往往没有过多的时间用于就餐,他们对于就餐的简便性、快捷性的要求变得更加突出,这决定了未来快餐行业的前景将会更加广阔。而中式快餐行业也已经进入了品牌提升和快速扩张的一个全新时期。
       方向确定了,做中式快餐,但问题也就来了——中式快餐是个很宽泛的概念,如何将本品牌与其他中式快餐品牌区分开来?考察了客户的基本情况,客户地处宁夏回族自治区,宁夏自古以来是回族聚居区,在当地,清真餐饮很常见,广为消费者所接受。在银川,伊斯兰人群不是清真餐饮唯一的客户群,当地很多汉族人也经常光顾清真餐饮店。

Facing the challenge:
       In recent years, the social life rhythm accelerate, consumers often do not have too much time to eat, for their simplicity, eating fast requirements become more prominent, which determines the prospect will be broader future fast food industry. But the Chinese fast food industry has entered a new period of rapid expansion and upgrade the brand.
       To determine the direction, do the Chinese fast food, but the problem will come -- the Chinese fast food is a very broad concept,Ningxia since ancient times is the Hui community, at the local, halal food is common and widely accepted by consumers. In Yinchuan, the Islamic population is not halal food only customers, many of the local Han people also frequented the halal food store.
 

解决方案:
       根据公司属性和特点,先知中国为其命名“穆佰味”。该名的含义是穆斯林百种美味,寓意在穆百味餐厅拥有最多、最美味的穆斯林食品。都市消费者绝大多数人对环境状况、对自己的饮食结构、自己的健康状况没有信心,这导致城市市民饮食观趋向于"绿色、天然、健康",简而言之,大众需要"有益于健康的食物"。穆佰味就是代表了绿色天然健康,给人以信赖感。
       LOGO设计上采用穆斯林的教堂顶部作为整体形象,让人能一眼就分辨出是清真餐厅;采用底色图,表示清真餐厅的产品及品牌特色。

The solution:
       According to the company's properties and characteristics, the Wewin for the Chinese named "Mu barilla". The name is the meaning of the Muslim one hundred kinds of delicious, meaning have Muslim food the most, the most delicious in the Mu hundred taste restaurant. Urban consumers, the overwhelming majority of people on the environment, no confidence in the health diet, their own, this leads to urban residents diet view tends to "green, natural, healthy", in short, the public need "healthy food". Mu Barilla is representative of natural green health, give people a sense of trust.
       LOGO design using the Muslim church top as the overall image, let a person can just distinguish the Halal Restaurant; the use of green background, said safety and health halal restaurant.

Perspectives

通惠河畔

通惠河畔

  通惠河畔这个名称本身就很有诗意,仿佛回到了古代的运河文化中,回到了那种繁花似锦的商业贸易发达之处,

曲水兰亭

曲水兰亭

  曲水兰亭作为一个酒店名称,可以说是非常的高端典雅、超凡脱俗,十分符合公司的定位——都市桃源。这个典

悦江莱命名

悦江莱命名

  先知在为其做品牌设计首先考虑了餐饮行业特性,颜色鲜亮,带给人愉悦的心情,同时还要引起人们的食欲。标

Work


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关于先知中国
先知中国——中国最成功的命名及定位设计机构,重新定义了中国命名行业,并提升了命名定位的行业标准。
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命名之道,唯有先知,先知一步,步步领先。
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