Brand background

宾喜是国内一家连锁餐饮品牌，主要以韩餐为主。作为在全国拥有百家连锁餐饮品牌，进行了整体的形象升级。旧版的品牌形象，虽作为一家韩式餐饮

品牌，但却完全没有韩式的影子，品牌设计的意义在于准确传播，所以品牌形象升级的第一步就放在了视觉与产品属性的准确度上。

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It is a chain restaurant brand in China, mainly serving Korean food. As a chain restaurant brand with hundreds of chains across the country, we have 

carried out an overall image upgrade for this purpose. After receiving the project commission, we found that the old version of the brand image had no 

trace of Korean style at all. The significance of brand design lies in accurate communication, so we put the first step in upgrading the brand image on

the accuracy of vision and product attributes.

Visual Presentation

宾喜说他们的用户百分之八十以上都是年轻的女性顾客，所以希望整体的视觉更偏向年轻女性消费者的喜好，另一方面他们想以猫咪为品牌IP形象去进

行视觉贯穿。因此设计了一个韩式可爱的猫咪，戴着朝鲜传统服饰的笠帽，猫咪本身设计不应过于复杂，因为复杂就很容易风格同质化，扁平的设计风

格才是他们想要的。 为了能够有更高的辨识度，采用了重复的手法，一只猫咪变成三只，三只猫咪形象无序的出现，并结合产品设计了一些创意图形运

用其中。

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Binxi said that more than 80% of their users are young female customers, so they hope that the overall vision is more biased towards the

preferences of young female consumers. On the other hand, they want to use cats as the brand IP image to carry out visual penetration.

We adopted this suggestion and designed a cute Korean cat wearing a traditional Korean hat. The design of the cat itself should not be too

complicated, because it is easy to homogenize the style when it is complicated, and the flat design style is what we want.

How to have a higher degree of recognition, we adopted a repetitive approach, one cat became three, and the images of the three cats

appeared out of order, and some creative graphics were used in the product design.