The Role of Restaurant Illustration —— How to Upgrade and Build Local Catering Brands?
1, loft style is industrial style. It is the forefront of current fashion to transform the original industrial space into an indoor home-like environment based on the abandoned factory.
2.loft restaurants mostly use factory raw materials, such as the decoration of old factories, wooden floors and red and white bricks on the walls, which exudes the taste of time.
3.loft style mostly adopts the idea of wall painting in space, and illustrations combine with black and white bricks to make the whole restaurant full of artistic sense.
4.loft style has a strong sense of space. By combining a series of artistic elements, it has distinct layers and strong home atmosphere.
How to upgrade and build local catering brands? With the improvement of people's living standards, people pay more attention to the balance of nutrition in diet, and pay more attention to the health and nutrition of diet while paying attention to fashion, freshness, taste and appearance.
In addition to meeting normal physiological needs, people increasingly associate the quality of diet with health, nutrition, environmental protection and green, and pay more attention to the safety, scientificity, economy and enjoyment of diet. Green restaurants, dietotherapy restaurants and coarse-grain wild vegetables are increasingly favored by people.
Tianma ham and chicken chafing dish, which originated in Yunnan, has been widely praised for its "healthy and healthy attributes", which is very suitable for the current consumer's demand for healthy diet.
Zhaoyuan red gastrodia ham chicken was established on 20 13.
Based on the community catering market.
However, as we all know, the catering industry has maintained a rapid development in the past decade. In the whole development process, some brands have declined and disappeared, and some brands have risen and developed. Consumers' brand awareness is getting stronger and stronger, and the brand awareness of catering people is also awakening.
The importance of brand and chain of catering enterprises is self-evident, and the brand of enterprises is not simply to change the image and door.
Brand building should be systematic, directional and planned.
. Zhao's team has gradually realized that in this era of brand and chain, the once fly restaurant and simple decoration have become a thing of the past, and it is difficult to set off a ripple in the hearts of picky diners.
Door head is the first competitive position to link customers. As can be seen from the above picture, the door of Zhao Yuanhong is not enough to attract customers. We are based on the community catering market.
The door head is equivalent to the store shelf, which directly affects the exposure of the restaurant and the choice of customers entering the store.
In the same position, some products taste better, while competitors regard the doorway as an important advertising space to attract customers, and then the market is crowded, and some are just a few tables.
Although this brand has become the first choice for Yuxi Tianma Ham Chicken, it still has no strong brand potential and can only continue.
Create brand volume and turnover
; Secondly,
Brand image is seriously inconsistent with spatial style.
, affecting consumers' unified cognition of the brand, unable to identify the brand, and hindering the development momentum of Zhaoyuanhong brand and chain.
As we all know, well-known chain catering brands have a unified brand image, a unified space decoration design, and a unified doorway signboard. General Manager Zhao Yuan Hongwu is also aware of this. To take the road of brand and chain, we must find ways to improve the overall image of the restaurant.
The core of brand strategy lies in brand maintenance and communication, and how to keep the brand in the hearts of consumers is the most important link in brand strategy. What we need to let consumers know at this stage is:
Who Are We? What should we do? Why do you have to choose us?
Our brand name Zhaoyuan Red Zhaotong Tianma Dictyophora Ham Chicken is too complicated to display clearly at the door. In the latest China hot pot picture book, "Zhaotong Tianma ham chicken" has appeared as an independent category, so
We simplified the brand name and changed it to Zhaoyuan Red Gastrodia Ham Chicken. Can fully display the product name and category, convenient for consumers to identify and remember.
This corresponds to what we call names, categories and advantages. A good name is the best advertisement of catering brand, which can bring its own traffic and is a valuable intangible asset of catering brand.
The name and category have been determined, so what are our core strengths? The answer is self-evident,
Gastrodia elata and dictyophora ham chicken are our core products, and Zhaotong Gastrodia elata is our core product.
According to the ancient Shennong Materia Medica, Gastrodia elata was "regarded as a treasure" by ancient doctors, because it "tonifies qi and nourishes yin, strengthens the body and prolongs life". Li Shizhen recorded in Compendium of Materia Medica that Gastrodia elata "cures wind deficiency, dizziness and headache".
Zhaotong Gastrodia elata is the best of its kind because of its big size, high quality and compact and full appearance. Its effects of calming, strengthening brain and increasing intelligence are especially suitable for mental workers in modern life. Xiaocaoba is known as "a thousand waterfalls Xiaocaoba, a magical wild gastrodia elata".
Zhaoyuanhong uses the third generation gastrodia elata cultivated by Zhaotong wild gastrodia elata, which grows 0 and adds 0 pollution.
Stewed with chicken, the taste and efficacy are excellent products.
The quality of the product represents the taste and meets the needs of taste buds. The core product gastrodia elata stands for health and nutrition. It is expected to be delicious and beneficial to the body.
Yunnan-has the reputation of "the south of colorful clouds", which is colorful and dazzling, and the sky is high and the clouds are light. People in Yunnan are simple and friendly. "One mountain is divided into four seasons, and ten miles are different from the sky" is a portrayal of Yunnan's "three-dimensional climate" and is known as the "plant kingdom".
Gastrodia elata in Yunnan grows in this land with superior geographical and climatic conditions. Gastrodia elata grows big, plump and full, with high weight and gastrodin content.
So how to help brands build their own visual system?
we
From the core products of Yunnan Green Pepper Chicken and Zhaotong Gastrodia elata, the cockscomb red, ephedra and natural green as were extracted.
brand
colour
Let nature, relaxation, simplicity and comfort be more direct and intuitive.
Gastrodia elata, Wenshan Sanqi and Xuanwei Old Ham are the main components of Gastrodia elata, which are carefully cooked by more than 20 precious medicinal materials such as American ginseng, jujube and medlar.
We give full play to all the advantages of the core product Tianma ham chicken.
The third generation gastrodia elata 12 months, which was cultivated by Yunnan partridge chicken and Zhaotong wild gastrodia elata, had zero pollution in the growth environment, and added 0.
Knowledge possessed by the public is the core credit endorsement of products, which enhances customer trust and improves the overall consumption experience.
Although gastrodia elata, ham and chicken hot pot have appeared in the market as sketches, there is no way to judge whether gastrodia elata, hot pot and chicken are good or not. Based on the brand's insistence on product quality, combined with the advantages of category health care and Yunnan's regional characteristics, the core slogan was put forward.
"There is a good prescription for food tonic, and Tianma soup is the best choice."
Give customers a more intuitive reason to make money by spending.
There is a good prescription for food tonic, and Tianma decoction is the best choice. Combined with the essence of Yunnan food culture, it fully shows the nourishing effect of the perfect combination of medicine and food homology.
Illustration is a good way to show restaurant brand culture.
In this illustration creation, we
The ingredients of Gastrodia elata Ham Chicken are extracted from Zhaotong Gastrodia elata, Green Foot Chicken, Xuanwei Ham and Dafang Sun Dong, and combined.
, full of details, to create a sincere, reliable and friendly brand of gastrodia elata ham and chicken hot pot.
With the help of modern illustration art, it is directly absorbed by everyone through visual pictures.
Express brand personality to consumers and convey brand culture.
, in order to achieve our marketing strategic objectives.
Brand image is a kind of connection between brand and consumers through visual carrier, and it is consumers' cognition of brand, so brand image is of great significance to brand itself.
we
Implement brand image design
Customized exclusive design for coupons, packaging boxes, disposable tableware bags, kitchen curtains, disposable paper cups, employee clothing and other common materials in the store has made the whole restaurant form a unified style, and diners can see these brand elements everywhere, invisibly.
Deepen their impression of Zhaoyuanhong brand, improve brand recognition, memory and goodwill, and achieve better communication effect.
Turning to space, the total area of this project is 286 square meters, and comfort is a very important part. In order to improve the customer experience, the designer arranged 25 dining tables with a total seating capacity of *** 128.
In terms of space creation,
The design style is close to nature, simple and unforgettable.
The whole can not only make the environment more elegant, but also arouse people's emotions, make people enjoy the atmosphere more and leave a good impression on the guests.
Door head utilization rate
40 m advertising words
Display, while greatly enhancing the brand value, also has a strong recognition, so that consumers can see it no matter how far away, and it also plays an invisible role in stimulating consumption.
Displaying products in the lobby gives consumers a strong sense of trust.
And enhance the cultural atmosphere of Zhaoyuanhong brand, and achieve the purpose of occupying consumers' minds.
By showing the dishes to the guests,
Enhance the distance between the kitchen and the guests, and use a more atmospheric dining environment.
At the same time, let the guests have more appetite for the dishes, and then increase the income of the restaurant.
Integrate brand culture and visual image into dining space.
, make Zhaoyuanhong brand have the function of brand communication, help it build a more vivid and three-dimensional space environment, and thus create a more substitutive consumption scene for customers.
People often say that only love and food can live up to it, which shows the position of food in people's hearts. Many times, unhappiness can be solved with a delicious meal, and if one meal fails, two meals will be served. Indulge your taste buds in your favorite restaurant, which is a very healing enjoyment.
Thank you very much for your trust and full cooperation with the team.
After numerous brainstorming, we will empower brand communication in the best way.
After the project upgrade is completed,
The turnover of the store has greatly increased.
, basically in a state of waiting in line at any time, Mr. Wu is more confident, now
Another 800-square-meter flagship store was built by a natural person.
Let's look forward to the moment when the new project will land. I believe Zhaoyuanhong will be more comfortable on the road of branding and chaining in the future.
On the road of brand building, the pursuit of perfection is definitely the right choice. How to maximize the transformation of existing resources is a problem that needs our serious consideration. Being able to achieve "value for money" or even "value for money" is the most ideal effect.
In the future, nature will continue to accompany Zhao Yuanhong to grow up and strive to bring better dining experience to consumers. I look forward to seeing Zhaoyuan Red in the chain layout in Kunming in the near future!
In May, three kinds of restaurant costumes with pastoral style tempted taste buds. The home network decoration channel entered May, and the weather became more and more sultry. I just want to drink lightly and eat lightly at every meal time, so it is difficult to increase my interest in eating. If you want to improve your family's appetite for food, it is also important to adjust your diet and make the overall color of the restaurant relaxed and bright. Colorful tableware and transparent furnishings can bring a good mood for dining, and the beautiful and elegant pastoral style popular this summer has also blown into our home. Plaid and log dining tables decorate a refreshing restaurant atmosphere, bringing a cool dining experience.
First, the color of the jump is very beautiful and idyllic.
restaurant
Decorative collocation
Suggestion:
The dining room and living room are designed as a whole, separated by simple side cabinets, which makes the whole dining space look much brighter. It is highly recommended to refer to small space. It's also interesting to look at the colorful illustrations in the living room next to you after dinner. The red, white and blue checkered tablecloth is a magic weapon to create a beautiful pastoral style.
Decorative details:
Placing colored glass decorations beside the dining table is a good ornament. Choosing lively, generous and soft colors can bring a refreshing dining atmosphere.
Decorative details:
Clever use of mirrors is also a wonderful way to make the space open. The flowers and plants on the dining table form a perfect match with the plaid tablecloth, adding a fresh and lively dining atmosphere. Large realistic knife and fork wallpaper shows the dining area of the guests well.
Decorative details:
Brightly colored plastic tableware and floral plates are very suitable for pretty pastoral dress. Putting a set of such tableware on the dining table, together with the sunshine outside the window, can create a beautiful dining atmosphere and make people enjoy a happy dining time.
Decorative items:
1, Nordic style white dining table Simple Nordic style, simple and bright colors, very suitable for matching multi-color dining chairs and tableware. (Brand: Nordic style)
2. The color cup set has three colors to choose from and a variety of cup sizes to choose from, which is very convenient to use and clean. (Brand: IKEA)
3, blue and white fine plaid tablecloth design is simple and generous, and the price is cheaper than other brands, affordable and durable. (Brand: ZARAHOME)
4, hibiscus table lamp hibiscus flowers are always pleasing to the eye, and are also very popular as decorations. Different colors are available. (Brand: Multi-sample House)