According to relevant statistics, the import business of China's catering industry has exceeded 14 trillion yuan in early 22, of which barbecue accounts for 7%. Barbecue, as the second category of China catering, has always been one of the most competitive super-tracks in the catering market.

in the face of fierce competition in the barbecue market, how should brands break through? In addition to the exquisite ingredients, can the traditional barbecue mode still work? This time, Ziran joined hands with the Barbecue Institute to plan and upgrade the brand as a whole, helping it to become a representative brand in the Beijing barbecue market.

Although there are many barbecue shops in Beijing, after the brand-new upgrade of the barbecue shop, the venue is full and the shops line up, and the turnover is greatly increased compared with that before the upgrade.

there is no denying that what we love most is always the human fireworks. In the past, fireworks were a long time to smoke, but now, fireworks are the sound of flame jumping. If you want to give a concrete presentation of fireworks, barbecue must be the best choice.

Barbecue is a verb, which is the basic respect for barbecue for thousands of years. With the faster and faster eating rhythm, we seem to forget its core essence, and the neglect of the technological process directly affects the final taste presentation. Therefore, it is not difficult to eat barbecue. It is a luxury to restore the taste in memory if you want to eat authentic barbecue. Throw away the ingredients, taste is the highest standard to judge a barbecue.

Taste determines the quality of barbecue, and it is far more than seasoning that determines the taste. Flame greatly affects the final presentation of pyrotechnic gas. A fire millions of years ago opened up human cognition of barbecue. The fragrance of trees and fruits mingled in the endless heat, giving the original ordinary ingredients fascinating mysterious magic, like a natural and unintentional scientific research experiment.

we accept this natural delicious gift and continue it to this day, constantly trying to break the old and create the new. The only constant thing is the requirement of flame and temperature, and the most accurate heat can restore the ultimate taste.

Because of our obsession with barbecue, time and money are so pale for the first time in the face of feasting. Nature has arranged the experimental equipment for this barbecue feast for us, and what we need to do next is to spare no effort to study it.

based on the three elements of "barbecue", "flame" and "research center", Ziran refined the brand name of Roasting Flame House. "Roasting Flame" and "Postgraduate Entrance Examination" are not only homophonic, but also highlight the study and patience of barbecue taste, and integrate the brand spirit into it, which is the ultimate interpretation of barbecue and sincere respect for barbecue.

It was a carnival and a finely crafted feeling. It took two years, eight visits to the origin of raw materials, 72 days of research and development, and 3, people personally tasted the experiment, and finally developed a special product recommended by 86% of consumers.

this is a brand-new taste bud challenge in the barbecue industry. Starting from the northeast where barbecue is more popular, we are looking for every breakthrough and change, just to find the most authentic taste experience, not only to satisfy the appetite, but also to pursue the perfect reflection of food and mood. The

glyph is simple, the overall glyph is vertical, and the curve in the middle is rich in originality. The concepts of temperature and enthusiasm of the word "flame" are extracted to set off the crisscross strokes. Convey the brand's spirit of not forgetting inheritance and being brave in innovation. The strokes are solid, crisp and neat, and the overall color scheme is young and fashionable, showing young colors. The test tube elements are added to the font to closely follow the theme of the barbecue research center.

Highlighting the extreme enthusiasm for barbecue and the lively atmosphere of friends gathering meet the aesthetic requirements of contemporary young people, enjoying delicious food and having a more relaxed and happy dining experience.

in addition to the enthusiastic pursuit of barbecue, as a barbecue research center, the requirements for taste are naturally stricter, and deeper colors highlight the spirit of brand research, not only delicious, but also understand why it is delicious.

before capturing consumers through taste, vision is a way for consumers to get in touch with brands more quickly, and brand culture will be displayed more figuratively and vividly. Brand vision will be formed through brand logo, auxiliary graphics and daily extended application design, which will give consumers more profound and unique barbecue memories and facilitate brand communication.

The space building of the barbecue is not only the carrier of its brand culture, but also the carrier of its visual image, which is the position of brand communication and product sales.

ziran design-the effect drawing of the door of the Ping Paradise Store of the Roasting Flame Institute

Modern presentation, matching colors of light and shade, and naming of scientific research sites will create a better dining environment for the audience and help them build a more vivid and three-dimensional space environment.

Ziran Design-Barbecue Shop with Different Angles

Ziran Design-Barbecue Shop with Different Angles on the Second Floor

Ziran Design-Barbecue Shop with Different Angles on the Third Floor

In such an atmosphere, everyone is a researcher in barbecue research, and we will go forward together on the way to explore the ultimate taste of barbecue, thus creating a more substitutive consumption for customers.

ziran design-the renderings of Shuangjing store in the barbecue place

The long-accumulated fatigue all day long and the deep-night mood will be cured by the barbecues who are "roasting with charcoal fire and oozing oil".

We are obsessed with barbecue culture and deeply enjoy the taste feast brought by barbecue. Starting from the brand strategy, we extract the brand name from barbecue, flame and research center, and then extract the slogan from the brand story, which originated from 72 days of taste bud exploration, in order to highlight the brand spirit, and the only purpose of studying the taste is to present the most authentic barbecue taste to diners.

according to the 218 catering report, the mainstream group of catering consumption is mainly post-8s/9s, accounting for more than 85.2% of the catering consumption, and the catering category that they are most willing to spend money on invariably chooses barbecue (data source: China Catering Report 218), which is also our main target consumer group.

For consumers, barbecue is attractive enough. Barbecue itself means IP, and Northeast barbecue is the most widely accepted and favorite taste of consumers, bringing its own consumer market.

all kinds of decorations in the store have become the entertainment objects that young people compete for. With the overall bright space and LOGO in the dining area, diners have become the punch-in points for taking photos, forming a secondary publicity, which speaks for the brand from multiple angles and levels.

Brand voice based on the core spirit of Roasting Flame Institute helps brands to publicize their brand image and spread their values, and links their feelings and values with consumers, thus occupying consumers' minds and establishing brand market cognition and social status.

there are similarities and differences between a good barbecue and brand building, and authentic ingredients and temperature control, proper saltiness and delicate taste are the keys. But if there is no intention in one link, you can't present a well-received and delicious barbecue.

The same is true for brand building. From brand strategy to brand vision, from brand space to brand communication, the four links are closely linked. We can't separate these four parts separately. Only by complementing each other and working together can the brand be presented more perfectly. The brand built in this way is flesh and blood and soul, and the barbecue that is studied in this way is a better and more popular barbecue!

Barbecue is a category that needs to be reformed and upgraded urgently, which is an excellent opportunity for many brands. The market has a large plate and broad development prospects, but it also faces many problems.

In the future, there will be fierce competition in the barbecue industry, and barbecue brands with no characteristics, no prominent tonality and weak core competitiveness will be shuffled.

in the future, ziran design will continue to accompany the growth of the barbecue restaurant and strive to bring better dining experience to consumers. If you have catering brand design needs, please contact Ziran. Ziran team is willing to fully support the creation of more innovative and upgraded brands.