在对Meichituan进行了深入的研究之后，CanBrand design team将Meichituan所追求健康、方便、美味、时尚的Corporate image展现出来，提取企业现有元素，并以卡通形式配合鲜亮的色调吸引消费群体的注意。
CASE STUDY · CanBrand
Meichituan brand planning
Meichituan · corporate identity design
01
Project overviewProject Overview
In 2013, Meichituan commissioned CanBrand to deliver corporate 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 Meichituan needed, giving the brand a consistent identity with room to extend.
02
Project showcaseProject Showcase
客户 Meichituan
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Period: 2013年 Client industry: dining/团膳 |
Scope of work: corporate identity design Design team: CanBrand design team |
JinanMeichituanfood开发有限Company是一家致力于团膳标准化产品、设备研发生产, with及先进的团膳系统管理输出的Company。业务范围包括团膳标准化半成品、各种团膳用原材料及低耗用品供应、各种团膳标准化专用设备供应、团餐规范化管理系统培训导入、团膳用产品和管理系统个性定制。
需求 DEMAND
Meichituan在团膳运营and管理方面已将做到industries前列，需要进一步拓宽市场, withbrand building带动消费需求，让Meichituan以团膳品牌的形象面向所Services的广大消费群体。
方法 APPROACH
在对Meichituan进行了深入的研究之后，CanBrand design team将Meichituan所追求健康、方便、美味、时尚的Corporate image展现出来，提取企业现有元素，并以卡通形式配合鲜亮的色调吸引消费群体的注意。
Work ACHIEVEMENTS
Meichituan的形象在市场上一经亮相就引起巨大反响，不但吸引了团餐快消渠道的商业订单，更是打开了团餐直销的广阔市场，通过实体店铺直接面向消费群体，利用全新的视觉形象体系迅速获得年轻人认同，将团膳and快餐两种供应整合化一，拓宽了企业经营领域。
03
Design approachDesign Approach
Meichituan brand planning的图形色彩字体，围绕dining属性展开；Meichituan brand planning的辨识度and延展性俱佳。
Meichituan brand planning的corporate identity design规范覆盖网格、色彩字体；组合禁用规则齐备，参照Meichituan brand planning示例执行不走样。
Meichituan brand planning的rollout场景贴合dining实际，覆盖门店、菜单and外卖物料；Meichituan brand planning自图纸到实物全程交底，Meichituan brand planning验收合格。
04
Project valueProject Value
With the project complete, Meichituan owns a visual asset base covering corporate 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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