SEAPFOOD PAIDANG©巷口吹水大牌档

服务项目: 品牌视觉形象          PROJECT: Brand Image

美术指导：K                           DESIGN DIRECTOR：K 

设计师：Ernest 、TIn9​           DESIGNER：Ernest 、TIn9​ 

​空间：美林设计集团               SPACE：MDG

设计理念：

巷口吹水是一家海鲜大牌档。品牌立足于广府文化，打造小社群的经营理念。基于品牌的经验理念，我们把「巷口吹水」进行语境上的拆解，同时也赋能于品牌专属特性。把在地的文化、市井中的烟火气结合年轻消费市场特性用于品牌表现串联。我们借用了（朋克）未来主义的视觉外壳包裹市井文化的内核，文化之间的相互碰撞结合，打造富体验感的用餐空间场景。从巷口出发，挖掘品牌名字内在底色文化基因。

品牌名巷口吹水中的「巷口」强调的是「空间」，在字和图形的设计上用空间情绪感进行视觉翻译，字型向内收缩、向外延申制造身处「巷子」的透视感。用地球的经纬表现「巷口」的地理空间。品牌色为食欲橙，海鲜烹饪的色彩，代表食欲、活力、热情。

品牌名巷口吹水中的「吹水」是品牌情感化输出，也是我们定义巷口吹水IP设计的关键词。「巷」的谐音「象」，我们采用大象作为媒介，以水哥称呼。定义为市井小人物形象，有着软怂假正经的个性，俗称又菜又爱玩的吹水佬。

Design concept:

Alley mouth blowing water is a big seafood file. The brand is based on the Guangfu culture and the business philosophy of creating a small community. Based on the experience concept of the brand, we disassemble the "alley blowing water" in context, and at the same time empower the unique characteristics of the brand. The local culture and the fireworks in the market are combined with the characteristics of the young consumer market for brand performance. We borrowed the visual shell of (punk) futurism to wrap the core of the city culture, and the collision and combination of cultures to create a rich experience of the dining space scene. Starting from the alley, dig the brand name inner background cultural gene.

The "alley mouth" in the water emphasizes the "space". In the design of the words and graphics, the spatial emotion is used for visual translation. The font shrinks inward and extends outward to create the perspective sense of being in the "alley". Using the longitude and latitude of the earth to show the geographical space of "alley mouth". The brand color is appetite orange, the color of seafood cooking, representing appetite, vitality and enthusiasm.

The "blowing water" in the alley blowing water is the emotional output of the brand, and it is also the key word to define the IP design of the alley blowing water. "Lane" homophonic "elephant", we use the elephant as a medium, called by the water brother. Defined as a small figure in the market, with a soft and prude personality, commonly known as a dish and love to play blow water guy.