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豆里来

品牌策略/Brand Strategy
品牌识别/Brand Identity
包装系统/Packaging
导视系统/Signage
创意文案/Copywriting
社媒运营/Media Operation
Starting from Wuhan's dock culture and using the Wuhan dialect to create a brand with fun, we worked together with the team from DouliLai to explore representative local culture, hoping to use creativity to help the brand break away from the reach of the traditional food and beverage industry. We hope to find a combination of local culture, creative cooking and the creative industry by using the brand as an starting point to communicate in a fun and playful approach.


In this project, we centered on the people living in Wuhan in the 1980s, and an original Wuhan bamboo bed is the epitome of the “qi-ing” and “ooh-ing” life of this group of ordinary and enthusiastic people. 

This is the background of the story behind the first branch of Dulilai - Xionghuacun (Jiejiekou). In all the brand's peripheral designs, Wuhan dialect, illustrations of matchstick figures and newspaper collages of the era have become the visual centerpieces. While retaining the essential retro feel, the overall approach is more playful, using the image of Ah Dou as a character to intervene and break away from the conventional use of chronology as an entry point.

This is a restaurant full of memories of Wuhan, but it is also a letter to Wuhan, a hometown of warmth and fun, from the perspective of contemporary youth.
从武汉码头文化入手,以武汉方言营造品牌趣味性,我们在本次设计中和豆里来的团队共同对有代表性的在地文化进行挖掘,希望用创意帮助品牌跳脱传统餐饮行业的触及范围。以品牌为切入点,用趣味性的传达方式找到一种在地文化,创意烹饪以及文创产业的结合。每一个城市的记忆,都将在代代相传种留存,而这种传递更需要年轻血液回归故土...


在本次全案设计中,我们围绕着上个世纪80年代生活在武汉街道口的小人物展开,而一张老武汉的竹床就是这群平凡温暖小人物“吃”“嚯”生活的缩影。

这也就是豆里来 - 杏花村(街道口)首店的核心故事背景。在品牌的所有周边设计中,武汉话,火柴人插画以及年代感的报纸剪贴成为了其视觉核心。在保留本质的复古回溯感受的基础上,整体使用了更为趣味的处理方式,用阿豆火柴人的形象介入打破以年代感作为切入点的常规做法。

这是一家充满武汉记忆的餐厅,但更是一家融合了当代青年视角的,写给武汉这个家乡的一封温情而又有趣的家书。

于是,武汉的方言,阿豆火柴人的小人物视角,以及星星点点的城市记忆,在豆里来的每一处设计中闪现。因为武汉伢的温情,从一句武汉方言开始。豆里来,一句武汉话。豆里来,到我们屋里头来做做客。















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