WAGYU SHABU BRAND IDENTITY

日式嚴選鍋物放題
澎湃和牛暢享體驗
品牌簡介
涮涮鍋是台灣島民公認的國民美食,無人能抗拒那白煙夾著滾燙湯底、濃郁蘸醬的琳琅鍋料,入口後從身體暖上心頭的幸福感。和牛涮是王品集團首間吃到飽的鍋物品牌,嚴選高質感的原物原料,搭配新鮮多元的蔬食半自助吧,以日本大入豐盛的概念營造一場暢快澎湃的珍饌饗宴。品牌策略為切入高價和牛、庶民火鍋的中間市場,沿襲日式放題的精髓,引導消費者參與一場前所未見的和牛暢享體驗。室內空間呼應日式風格的主題,帶進台式人情的放鬆氛圍,讓聞香而來的芸芸眾生達到味蕾與精神的全面滿足。
Background
Shabu-shabu is a national delicacy recognized by Taiwan islanders, and no one can resist the happiness brought by this steaming hot pot. WAGYU SHABU is the first all-you-can-eat pot brand under Wowprime Corporation. The restaurant serves with high-quality ingredients and diverse fresh vegetable for semi-buffet, and both visual and interior concepts are based on Japanese culture. Brand strategy is to combine the high-class Wagyu beef dishes and Taiwanese local hot pot, guiding consumers to experience an unprecedented feast. The dining space echoes the theme of Japanese style, and also brings in a relaxing atmosphere, creating a unique place that satisfying people's tongue, stomach and spirit.
設計方案
品牌標準字摹勒由粗刷繪製的髭文字,刻畫出磅礴大器的和魂精神:輪廓參考熱氣蒸騰、如雲般率性自由的氣流煙綹,在筆觸末端拖曳著香氣的軌跡。墨漬筆韻加入飛白,在縮放標誌時仍能維持辨識度,避免整體文字過黑、留有視覺呼吸的空間。輔助圖形靈感來自於傳統圖騰,改造成符合現代溝通的視覺語彙:屏風扇狀的家徽象徵對日本文化的響應,其中巧妙藏有肉花海浪般的紋路,奠定肉食料理的要角地位。和牛涮以鏗鏘文字搭配帶份量感的符號,剛中帶柔地掀起這波涮煮浪濤,席捲每位饕客的口腹胃府。
Design
Brand's logotype constructed with powerful backbone of Japanese calligraphy "Zī", that portrays a magnificent and craftsman spirit. The outline refers to the moving cloud-like airflow, trailing the trace of fragrance at the end of each line stroke. The ink-stained rhyme with Feibai (a style of calligraphy characterized by hollow strokes, as if done with a half-dry brush) maintains the recognition while zooming logo, to avoid it being too black and keep some extra space for visual breath. Auxiliary symbol, the fan-shaped icon patterned with meat flower waves, is inspired by Japanese traditional totems, establishing the leading position of meat hot pot in the market.
  • Client
    WAGYU SHABU
    和牛涮
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
    Photography Proposal
  • Year
    2019 - Present
  • Art Director
    Leo Huang
  • Designers
    Celine Shen
    Elva Huang
    Mimi Tsen
  • Copywriting
    Vivia Wang
  • Typeface
    華康楷書體
    華康儷黑
    游明朝体
    文鼎標準宋體
    PERRYWOOD
    AVENIR NEXT
  • Photography
    Arko Studio