CanBrand design team针对麦鲜记的稳定消费群体进行了细致分析，描绘出消费群体心中的品牌形象，从中提取合理的设计要素，结合麦鲜记自身“面食”、“幸福”、“美味”等Brand value，设计出其lo。
CASE STUDY · CanBrand
Maixianji restaurant chain brand identity
Maixianji restaurant chain brand identity · corporate total brand identity design
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Project overviewProject Overview
In 2014, Maixianji restaurant chain brand identity commissioned CanBrand to deliver corporate total brand identity design. The visual direction was set by lead designer Shi Haibin after studying the context of dining; the engagement delivered the full file set and implementation hand-over Maixianji restaurant chain brand identity needed, giving the brand a consistent identity with room to extend.
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Project showcaseProject Showcase
客户 麦鲜记
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Period: 2014年 Client industry: dining |
Scope of work: corporate total brand identity design Design team: CanBrand design team |
麦鲜记是Jinan一家大型传统面食restaurant company，有一定影响力和市场地位。在2014年之前一直处于零售and门店的营销模式，拥有一定的稳定消费群体。
需求 DEMAND
企业自身的发展迎来新的阶段，麦鲜记的品牌形象需要重新提升, with达到市场期待。
方法 APPROACH
CanBrand design team针对麦鲜记的稳定消费群体进行了细致分析，描绘出消费群体心中的品牌形象，从中提取合理的设计要素，结合麦鲜记自身“面食”、“幸福”、“美味”等Brand value，设计出其logoand核心视觉标识。
Work ACHIEVEMENTS
麦鲜记的新的品牌形象建立起来之后获得大量市场口碑好评，同时因其简洁富有表现力的logo获得了低年龄消费群体的喜爱，进一步提升了市场规模。同时，此项目品牌形象被收入在 《China设计annual》第十卷（2014-2015版）品牌类。
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Design approachDesign Approach
Maixianji restaurant chain brand identity的图形色彩字体，围绕dining属性展开；Maixianji restaurant chain brand identity的辨识度and延展性俱佳。
Maixianji restaurant chain brand identity的corporate total brand identity design规范覆盖网格、色彩字体；组合禁用规则齐备，参照Maixianji restaurant chain brand identity示例执行不走样。
Maixianji restaurant chain brand identity的rollout场景贴合dining实际，覆盖门店、菜单and外卖物料；Maixianji restaurant chain brand identity自图纸到实物全程交底，Maixianji restaurant chain brand identity验收合格。
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Project valueProject Value
With the project complete, Maixianji restaurant chain brand identity owns a visual asset base covering corporate total brand identity design. Subsequent materials reuse the same master files, so the identity stays consistent across enquiries, campaigns and reviews, while long-term management costs are amortised.
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If you need comparable work in logo, VI, packaging, wayfinding and exhibition space, or a cultural IP brand upgrade, send us your project brief — we provide an initial assessment and a scoping discussion free of charge.
If you have similar demands for logo, VI, packaging, signage or cultural IP branding, please submit your project brief. We offer free preliminary assessment and consultation.
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