RICE MOMENT BRAND IDENTITY

快樂地享受米飯時光
品牌簡介
米時 Rice Moment 是一間以米飯為主的創意料理餐廳,東方主食之「米」貫徹品牌精神、搭配西式講究烹調文化,運用食材的組合與實驗性料理手法,米時提供饕客全新的米飯體驗選擇。米時 — 顧名思義,食材以「米」作為重點,並希望吃飯的人快樂地享受米飯時光。餐廳採用分食的概念營運,同時也製作精緻便當,以米飯打造美味與健康並具的道道佳餚料理,為食客們的碗添滿熱氣騰騰、香味撲鼻的美好滋味。
Background
Rice Moment is a creative restaurant served with rice cuisine for modern people who interested in Asian food but follow Western culture recipe. The chef adepts experimental food combination to constitute new experience for the taste of rice. Rice Moment, as its name implies, the ingredients are focused on rice, and the goal of the brand is to create a joyful moment in which people can enjoy delicious rice meal. The restaurant sells meal box and regular meal in their stores, operating its business with the concept of sharing. Rice Moment aims to serve the most tasty and healthy rice cuisine for people who has the same intention for food.
設計方案
米時不只是間餐廳,更重新撰述了現代飯食主義的語言。標誌造型為一只盛足飽滿米飯的碗,加入時鐘刻度的間隔、比薩切片作為等份的想法,傳達了米、時光、分享的三大核心,及「分享快樂的米飯時光」訊息。視覺風格呼應品牌對於優良器皿與食材的講究要求,以白米、稻禾、與大地的自然原色,描繪了追求清淡飲食及健康生活的理念。菜單部分則考慮到餐廳因應季節更換料理的情況,設計成方便替換的裝訂方式。
Design
Rice Moment is not only a restaurant, but also transforming the language of modern rice meal culture. The brand symbol represents a bowl full of rice, decorated with the images of clock scale and pizza slices, conveying three core concept of the brand: Rice, Time and Share. The natural brand colors inspired by paddy and earth respond to the insistence for brand's choice for high-quality food and ware, depicting the future of pursuing regular diet and a healthy lifestyle. The menu is designed into an exchangeable booklet that will be more convenient for customers to read, and for the restaurant manager to reproduce whenever a new seasonal menus are introduced.
  • Client
    Rice Moment
    米時
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
  • Year
    2015 - Present
  • Art Director
    Leo Huang
  • Designers
    Cynthia
    Lucy
  • Typeface
    Sweden Sans
    文鼎黑體
  • Copywriting
    Vivia Wang
  • Photographer
    Andrew Kan