Ben Su
Restaurant for MET Creative Brand
The whole brand visual system and products become harmonious and unified. In the construction of the illustration, the designer combined the ingredients such as fish fillets and chili peppers with the architectural and landscape characteristics of Sichuan to construct a vivid food world. In the main visual poster layout, the designer extracted the soft curve as the ayout. The high brand recognition and eye-catching color contrast directly convey the core content of the brand, allowing consumers to easily identify the most important information.
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Download Press Kit № 120278 Restaurant for MET Creative Brand by Chao Feng to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Ben Su by Chao Feng
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Restaurant by Chao Feng
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Chao Feng Ben Su
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Chao Feng Restaurant
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MET Creative BrandBrand Logo
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Ben Su Restaurant Press Releases
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Ben Su Restaurant Media Articles
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Unique Properties
In the part of brand differentiation positioning, the designers extracted the core advantages of "intangible cultural heritage sauerkraut", which was rich in 1 billion probiotics, handmade pickled for 280 days, without adding any preservatives and other issues that consumers are very concerned about. Through the main poster image, the brand advantages are conveyed to consumers, giving the evidence chain of product advantages.
Tags
Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Sauerkraut Fish
Production Technology
Through the construction of scenes and props, the whole restaurant integrates the artistic sense and commercial functions into the space of Bensu. A sauerkraut display area is set up at the entrance, and through an artistic presentation, the brand's greatest features are fully presented to consumers before entering the restaurant.
Design Challenge
How to combine and express the historical sense with modern design language is an important challenge for designers in this project. In the brand image exploration stage, they tried to refine the regional cultural characteristics behind the product.
Project Duration
The project started in December 2019 in Taicang and finished in March 2020 in Taicang.
Operation Flow
Due to the old brand image, the overall development of the enterprise is weak and can not win the love and recognition of young consumers. Therefore, in order to seek differentiation and maintain brand vitality, Bensu has carried out a systematic brand upgrade to meet the current industry and market trend, hoping to occupy the market and consumer cognition through the brand when the categories tend to be similar.
Research
Bensu Sauerkraut Fish is a brand of sauerkraut fish with strong product resource advantages and unique taste. The designers have combed the brand's success genes for more than ten years, and extracted the most competitive core differentiation of the brand: "Centennial intangible cultural heritage sauerkraut". Based on this advantage, they put forward the core product slogan: "Centennial intangible cultural heritage sauerkraut, originated in 1902".
Inspiration
The designers want to build Bensu into a brand that is more eye-catching, recognizable, and able to differentiate itself from other sauerkraut fish brands. They put forward the differentiated positioning of the brand, starting from the product taste characteristics of sauerkraut fish, hoping that consumers will have a clear memory and taste stimulation when they see the brand image.
Image Credits
Image #1: Photographer Pushui Zhang, Ben Su, 2020. Image #2: Photographer Pushui Zhang, Ben Su, 2020. Image #3: Photographer Pushui Zhang, Ben Su, 2020. Image #4: Photographer Pushui Zhang, Ben Su, 2020. Image #5: Photographer Pushui Zhang, Ben Su, 2020.
Project Overview
Ben Su Restaurant has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Chao Feng was recognized with the coveted Bronze A' Design Award in 2021, a testament to excellence of their work Ben Su Restaurant.
Chao Feng Press Releases
Discover Chao Feng's journey through our press releases, available for all press members and journalists to use without restrictions. For immediate journalistic use: 1 press releases are available right now.
Chao Feng Unveils Bensu Restaurant Design in Taicang
Chao Feng introduces the Bensu restaurant design project, a modern and visually striking space, completed in March 2020 in Taicang, China, aiming to differentiate the brand in the sauerkraut fish industry.
Chao Feng Newsroom
Dive into Chao Feng Newsroom to explore celebrated designs and projects.
