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.

Download Press Kit № 120278

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

Media members, dive into our press releases on Chao Feng's work, ready for you to use and enhance your journalistic content. Press members can now immediately access 1 press releases.

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

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