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虎丸
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
Toramaru, a Japanese-style yakiniku for all the guests waiting for a feast. On the waterfront of the city, this is where the breeze of the river is gentle, and this is where the city is filled with traffic. Here, day or night, this is the moment and the place to wait for the one who shall promise to come. When the charcoal burns out, the moment between us will arrive.

In the design process, we intent to renew the culture of the brand Toramaru to create a one-of-its-kind restaurant in the city of rivers. The visual design, while retaining the Japanese feel, harkens back to the origins of Japanese aesthetics as a whole. Toramaru is not only a Japanese yakiniku, but also a dining place full of Chinese romanticism, jumping out of the fixed framework of the typical Janpaneze restaurant and harking back to classic humanistic feelings.

The people who come here are not only diners, but also the people who are seeking for the ultimate romatic moment with their promised ones.

 From this point of view, the key experience of “for a promised moment” has been incorporated into the brand's application design through the extension of the Chinese romanticism of poetry and wine.
虎丸,为所有待宵客准备的一家日式烧肉。在江城水畔,这有温热的江风,这有车来车往的市井。在此地,无论是白日或是夜晚,这都是等待应至之人的日子。你说,我们就相聚于此吧。炭火烧尽时,月光将至。

在本次全案设计中,我们通过对虎丸这个品牌的文化重塑,为其品牌的核心客群:江城待宵客重新打造了一家以相聚为就餐目的:江城特别店。视觉设计在保留日式感受的基础上,整体回溯了日式美学的来源,用中华文化的伏笔打破日式品牌常规的尝试。虎丸不仅是一家日式烧肉,更是一家充满中华浪漫主义的招待用餐地,跳脱固定的体验框架,回溯经典的人文感受。来到这里的不仅是食客,更是每一位待宵客的应至之人。由此出发,我们以「应至之人 以情款待」作为关键体验,通过对中国诗酒文化的延展贯穿了整个品牌的应用设计当中。

这样的概念探索以及视觉处理,让虎丸的全新形象看起来即没有脱离其日式烧肉的行业背景,又触及了一个完全不同的品牌文化感受;如果说十年前刚出现在大家眼前的虎丸是日式体验对我们的一场进击,那么,本次视觉升级则是一次文化传承的内省。

于是,王羲之的书法,李白的诗句,在每一细节处闪烁,向我们铺开了一场中华文化向外的征程。








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