鸢尾

CountryFoodMarket /乡间食集

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DESIGN: Brand Visual Design

DATE: July 2017



Country Food Market is a small traditional snack collection store with the coordinates in Shanghai's. The client told me that he wanted to create a vigorous food and beverage brand in Shanghai that specialized in traditional handmade delicacies that awaken eaters’ taste. So he named it Country Food Market and wanted this brand visual simple but with strong identification. I thought about the Chinese font design and its natural beauty that can inspire people’s emotions and memories. After more design attempt, I intended to design Chinese fonts that had an engraving effect, because that kind of feeling is completely consistent with the brand concept or idea. In addition, I designed two symbols of flying bird for conveying the feeling of the country. It got a lot of appreciations from different industries.


乡间食集餐饮是坐标于上海一线城市的小众品质传统小吃集合店,创立者为英国留学回来的设计师,因为客户自己一直对传统小吃及中国饮食文化有着较深的情感寄托,所以想创建一个新的传统小吃集合店餐饮品牌。品牌名乡间食集来自于客户对民间小吃、农夫市集、手作食材以及淳朴自然的情感表达。CountryFoodMarket定位消费群体为城市白领(以女性为主)和国外食客,这类群体的标签为#追求品味#时尚 #重营养与健康 #分享生活,他们内心深处有着儿童时代的情感真挚。在工业化食品泛滥的今天,越来越多人追求的是最真挚,充满岁月味道,能够唤醒味蕾记忆的传统或非传统的手工美食。喜欢美食的中国人对于吃的追求似乎进入了一个返璞归真的时代。你是否还曾记得小时候邻屋老师傅的手工小吃的味道?


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在设计项目初期与客户沟通并梳理品牌关键词之后,确定乡间食集的品牌视觉方向为质朴、品质、现代感与简洁。在设计执行过程中,以思考中国传统汉字字形设计为执行方向,翻阅古书籍字体并较多研究了不同古字形的笔划特征,尝试在基础构字笔画形式上创意一种新的质朴字体视觉。乡间食集字体设计以古代雕版印刷文字为视觉呈现,笔划之间流露出自然拙朴之美,传递出品牌真挚的故事。山气日夕佳,飞鸟相与还,图形符号意在表达一种乡间生活的宁静与自由之感,也同时传达出品牌的淳朴自然之气质。


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[] 国离邑民所封乡也,十邑为乡,是三千六百家为一乡;即屋舍聚集之处,形成的村落。[] 由空而得间,即毗邻而居的状态。以屋舍“脊”抽象出“乡”的图形符号,两脊叠错相间“三生”状态;符号简洁,易识别,可延伸性强。又似山“脊”层峦交错,忆乡之意。


[Country] the country from the city people seal Township also, ten cities for the township, is the three thousand and sixhundred as a township; That is the house gathering place, and the formation of the village.

[room] by adopting the air, that is the neighbor state of live. I consider abstracting "graphic symbols Xiang" from the "ridge" of the house, meaning the state of"Sansheng" from the room of two ridges stacking.

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