松原好日 Sunthingood Studio

PROJECT

麻佬大 川味麻辣燙

Branding

「麻佬大 川味麻辣燙」品牌形象設計
「麻佬大 川味麻辣燙」是王品集團新成立的餐飲品牌,以眷村風格、平價美味又實在的四川麻辣燙為主要訴求。在品牌形象設計上,我們創造出對於麻辣燙堅持與執著的角色-麻佬大,主角穿著傳統汗衫、圍裙、脖子上披著毛巾,手持料理麻辣燙用勺子,表現自信、實在與一生懸命鑽研美味的執著,並以強而有力的話語與動作傳遞出對麻辣燙的熱血精神。 文字商標運用眷村常用油漆字為基礎,將辣椒置於『佬』之中,創造出辣椒彷彿置於口中的意象,帶出川味麻辣燙的品牌精神。整體視覺以文字與角色、器具的交互排列,傳遞出品牌的大器、豪邁與麻辣感。

Ma-Lao-Da Sichuan Hot Pot is a newly developed food and beverage brand under Wowprime Group. Base on military kindred village culture, Ma-Lao-Da Sichuan Hot Pot provides lip-smacking but affordable Sichuan style hot pot food.
Ma-Lao-Da, who is wearing a traditional tank top, an apron and has a towel around his neck, is the character that we have created for this brand. Ma-Lao-Da he handles a special ladle for cooking Sichuan Hot Pot, showing self-confidence and putting all efforts with strong wills in cooking delicacy. Also, he talks and acts in a rough yet powerful way, expressing his passion in Sichuan Hot Pot vigorously.
We use the commonly seen paint scrawls in military Kindred Villages as our word mark spirits. By placing a chili drawing in the character ” 佬”(LAO), we try to build an image as putting a chili in the mouth which leads to the brand image of Ma-Lao-Da Sichuan Hot Pot.

CLIENT

麻佬大 川味麻辣燙

URL

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