三缺一

餐饮 / 文化 / 品牌重塑

ART DIRECTOR: Jiao Chen
DESIGNER: L
PM: 徐徐
YEAR: 2020
CLIENT: 三缺一
"San que yi" is derived from Chengdu people's life and entertainment mantra, which is kind and warm, expressing that everything is hospitable except for you.
In the eyes of Zhou Hongwei, a senior "food connoisseur", 26 years of ingenuity stems from his love for food. Eating is not only about food and clothing, but also about enjoyment and quality. His enthusiasm for food and how to make it better still remained undiminished after he grew up. This enthusiasm later became a means of entrepreneurship, and sought opportunities to reproduce the special feelings of Chengdu people towards the courtyard, combining memory with life, food culture and hobbies.The starting point of this project is to excavate the authentic cultural symbols of Chengdu and integrate them into the visual presentation of the brand. The courtyard surrounded by flowers and birds; the tureen tea in the hands of the elderly; the sound of crackling mahjong ; the hot, oily, spicy, sweet and sour Sichuan cuisine are the symbol of Chengdu and a long-lasting lifestyle.
 
“三缺一”取自成都人生活娱乐的口头禅,亲切又热情,表达出万事具备唯独缺您的好客之意。
26年匠心执着源于对美食的热爱,在资深“美食鉴赏家”周洪伟眼里,吃不只是解决温饱,还是一种享受,一种品质。对于吃以及怎么做才更好吃的热情,在他长大后依旧未减。这种热情后来变成创业的手段,并寻找机会再现成都人对院落的特殊感情,将记忆和生活、美食文化和爱好结合了起来。掘地道成都的文化符号,将其融入进品牌的视觉呈现中。花鸟围绕的院落,老年人手中的盖碗茶、噼里啪啦麻将碰撞的声音和热腾腾、油滋滋、鲜香麻辣、酸甜可口的川菜滋味是成都的标志符号和长久不变的生活方式。



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© EMPOWER   YOUR   NEXT   BRAND   PROJECT