In recent years, cases of transformation and upgrading of catering brands are not uncommon. However, some just changed the door and logo；; Some only follow the fashion style in decoration, while others "make a big change" in three days, which makes many catering people confused. Are these the so-called catering brand upgrades?

-what is the upgrade of catering brand?

"In your opinion, the upgrade of catering brand is just a change of the door head and logo?"

some people think that brand upgrading means changing a set of VI or redecorating; Some people think that brand upgrading means changing menus for marketing? However, in the opinion of licensed catering design consultants, it is only a single point upgrade, and it does not belong to the real catering brand upgrade. On the other hand, if you completely deny the old image and blindly follow the fashion, it is not a qualified catering brand upgrade.

catering brand upgrading is a combing and shaping of the overall brand system, which is guided by catering brand strategy and runs through products, space, experience and communication. It is not difficult to see from the upgrading process of some well-known catering brands that there is innovation and inheritance. Starbucks LOGO is more and more simplified in focus, but the classic green and mermaid symbols remain unchanged; The LOGO of McDonald's continues to be subtracted, and the golden "M" symbol that has been used and emphasized is still retained in the end.

-why do you want to upgrade the catering brand?

"Facing the current situation of catering market, brand upgrading can quickly enhance competitiveness"

Many small and medium-sized catering brands are in good operating condition in the early stage, their business models have been tested, and the store scale has continued to grow. At this time, they will face another competitive scene in the market, that is, the fierce brand competition stage. At this stage, whether the brand advantage can be fully displayed is very important.

licensed catering design consultants believe that systematic brand upgrading is essentially one of the important means to enhance the competitiveness of chain catering enterprises. Brand upgrading is an indispensable factor in the transition from doing a business to becoming a brand and from short-term profit to long-term stable profit, which can effectively extend the vitality of the brand.

-how to upgrade the catering brand?

"Brand upgrade requires cooperation and complementarity between the operation team and the design team"

How to implement and land the brand upgrade after defining the target? We often say that "there is specialization in the art", and professional things still have to be done by professional people. However, if you want to present a perfect effect, it is particularly important for the brand operation team and the design team to communicate effectively and reach a * * * understanding. Usually, the operation team is responsible for making reasonable demands and communicating without reservation during the upgrade process, while the design team needs to serve the brand without any selfishness.

licensed catering design consultants have accumulated in the field of catering design for many years, and effective communication and cooperation with each customer have achieved many successful design works. Take the latest brand upgrade case-Youguqi as an example:

Youguqi is a brand of bone soup that focuses on health preservation. Before planning and designing, Director Xu, a licensed catering design consultant, had a comprehensive and detailed communication with the founder, Mr. Wang, and learned that he hoped to build a young and fashionable brand for urban white-collar consumers. According to the brand positioning described by the customer and this unique brand name, Director Xu immediately thought of the strong emoji in WeChat.

"This symbol has a feeling of full energy and vitality", which is the original design idea of Director Xu. Later, I learned that there was also such a symbol in the four brands ICON before the upgrade of "backbone". In other words, this symbol is very suitable for the brand positioning with backbone, and it is also recognized by both parties.

Therefore, the licensed catering design keeps the original four brands of ICON, and makes adjustments to the problems of different designs. Through circular graphic expression, it looks more integrated and plays a role in visual unity. Of course, there are some reservations and innovations. The original brand image with backbone is too conventional, and its brand characteristics and advantages are not well highlighted, so the catering design consultant is allowed to start with the visual identification system and rebuild the brand image with backbone.

the first is LOGO design. Combining the strong symbols extracted before, the licensed catering design consultant redesigned the LOGO font. With the calligraphy font with thick ink as the main body, the overall strokes are vigorous and full of tension, as if there is an imposing manner seeping out of it, which makes people accurately associate with key words such as strength and strength, and complement each other with bone soup categories. Among them, the phrase "healthy and good bone soup" is to retain the original brand communication content with its own backbone. In the upgraded brand image, catering design consultants are allowed to add the interpretation of this sentence, which deepens the weight of this communication slogan.

Secondly, the licensed catering design consultants used a lot of strong super symbols in packaging boxes, tableware, in-store posters and projection lamp designs. The full red background, muscular arms and clenched fists form a picture with visual impact, which is very easy to remember, greatly reducing the communication cost of the brand and the memory cost of customers, and forming the core brand visual assets with backbone.

since then, the brand image upgrade with "backbone" has been completed. From LOGO design to symbol design to slogan and brand culture design, licensed catering design consultants always adhere to the design principle of "unifying image, creating content, super communication and stimulating growth" in this process to create maximum value for customers.

"Does my catering brand need to be upgraded?" This is a question that most catering people will ask themselves, but in fact, what catering people need to understand more is "how to upgrade the catering brand". The licensed catering design consultant suggests that if your brand wants to develop for a long time, you must pay attention to this issue and make plans, preparations and cognitive upgrades.

Classic design case of licensed catering design consultant:

Brand files enter licensed catering design consultant:

Director Kang Jian founded Ruimei brand design consultant in 2119 and started to enter the field of catering design. In 2114, he founded licensed catering design consultant and formally introduced "chain light catering whole case planning". After years of exploration in the field of catering brand design and brand marketing communication, the team has created a new model of "delicious, fun and meaningful" catering design integration. With the mission of inheriting Chinese traditional cuisine and spreading fine catering culture, the mission of being a conscientious catering brand, and the brand vision of "China Catering Communication World", we are committed to the practice of blending China traditional catering aesthetic spirit and modern design language.

the team established market trust with its dedicated, professional and dedicated professionalism, and developed a catering creative ecosystem with catering naming planning as the entrance, catering cultural planning as the foundation, catering VI design as the main line, catering SI design as the medium, catering marketing planning as the breakthrough, catering dish photography as the highlight and catering feature film shooting as the essence, providing catering people with "unified image, creating content, super communication and stimulating growth". Permission to believe: be sincere in cooking and God will help you.