The catering industry is undergoing tremendous changes, and the snack category is no exception.

Today's snacks can no longer remain the street food stalls of the past, but must also begin to focus on consumer experience.

Facing the trend of major changes in the catering industry, snack catering needs to wear a suitable coat to cope with the challenges.

Take Weifuji, a local snack brand in Nanchang that we (Rong Brand) serve, as an example. Several of their stores have been ranked at the top of the popular snack list on Dianping’s list for many years, and have also attracted many celebrities to check in.

However, with development, the founder gradually realized that the brand image did not match its strength and lacked a unique visual image.

So they came to us to help create the visual assets of their brand.

Our method is to use the brand cultural prototype. Through the word "Fu" in the brand name, we naturally associate it with the Fu culture that Chinese people are familiar with.

Happiness is a common wish in the hearts of Chinese people, representing the yearning for a happy life and a bright future.

This character "福" has become the cultural prototype of the Weifuji brand. We must seize this cultural IP and transform it into exclusive brand assets.

The lucky star is one of the symbols representing the blessing culture and a symbol of happiness and good luck in Chinese folk beliefs.

We combine Fuxing IP with Nanchang's regional characteristics, turning Fuxing into a chef and representing the authentic Nanchang taste.

The image of Fuxing IP has been adjusted to highlight facial expressions, increase affinity, and adopt a flat style graphic design to create a more tense picture effect.

In addition to the lucky stars, we also drew on the traditional Chinese custom of "sticking blessings" to create the brand pattern identification of Weifuji.

By seizing Fu Culture, we found clues for the brand, allowing customers to recognize and remember Wei Fu Ji more quickly.

We combined the Fu culture with Nanchang's characteristic symbols and created the brand's exclusive super picture with the word "Fu" and a seal with the word "Fu" to convey the brand concept of "Fu in Nanchang".

The establishment of brand equity is the key to laying a solid brand foundation for Weifuji. It provides a unified identification system for the brand image and integrates Nanchang's regional characteristics.

But it’s not enough to have a strong visual signal, brands also need to excel in taste and authenticity.

Just like Starbucks, in addition to building the Banshee brand image, it also focuses on implanting Italian culture; Coca-Cola not only emphasizes Santa Claus, but combines it with the spirit of American freedom and democracy.

The creation of a catering brand must be based on the category and the culture behind the category.

As a representative local snack brand in Nanchang, Weifuji has the responsibility to show Nanchang culture to more people.

Therefore, while creating brand visual assets, we incorporated Nanchang's regional characteristics and made Fu culture the unique brand cultural symbol of Weifuji.

Brand space is the physical expression of brand assets, and it needs to be built around brand visual assets.

For Weifuji, we create a space with a public, daily, and high-frequency orientation to create a cultural theme of daily happiness for the public.

Through repetition, array and new performances of old plays, we strengthen brand recognition and create a brand atmosphere.

Throughout the process, we emphasized brand consistency and a sense of plot.

Brand consistency is an important factor in ensuring brand recognition, and the sense of plot determines whether the concept is conveyed well.

In the space of Weifuji, every detail echoes the theme, creating an atmosphere of Fu culture that immerses customers in.

Whether it is the warm greeting when entering the door or the interaction with Nanchang cultural symbols, it creates a five-sense experience of Fu culture for customers.

All in all, in the brand upgrade of Weifuji, we helped them create a unique brand visual asset of "Fu Culture + Nanchang Culture" and establish a brand image and barriers.

By leveraging cultural prototypes, seizing cultural IP and creating brand space, we have found a suitable cover for the snack category by focusing on taste and regional culture.

I hope this case can inspire you when building your brand.