Fish Meal of Mr.Jiang/粉爱江小鱼

DESIGN: Brand Visual Design

DATE: October 2017

Hi, I’m Mr. Jiang, his group label is #love new thing #nutrition #brand awareness #quality, target young consumer is fashion and focus on quality of life. This visual identification requirements of brand upgrade not only can meet the aesthetic level of modern consumer and need the strong extend visual image of Mr. Jiang to continue to enhance consumer viscosity. That’s why I consider using the basic geometric form to design in the first stage, and aim to make the image simple, fun, not rigidly and different to the traditional vision. The transformation combination of Chinese and English forms of logo and the basic visual forms of Mr. Jiang meet different occasions application of brand. Different lovely and adorable of Mr. Jiang take you into the new fish meal world.   

粉爱江小鱼品牌设计为杭州至膳餐饮有限公司委托的品牌视觉升级项目。对比之前旧的鱼粉品牌形象，客户在重新定位消费群体基础上，提出主以15-35岁年龄段潮流且重生活品质感的年轻一代为目标群体，群体标签关键词为#爱尝新 #重营养 #有品牌意识 #品质感。这次品牌视觉升级客户提出设计需以一种新的活泼趣味感来吸引年轻消费者注意，并区别于当前餐饮市场的同行品牌形象。并且在江小鱼的人物形象设计上，也需要差异化以及卡通趣味方向倾向。在设计初期人物形象设计思考上，以多种二维及三维线稿形式进行模拟设计，之后确定以一种二维卡通形象款作为设计方向，使之形象能够简洁、有趣、不拘泥于传统视觉。多种logo中英文形式的组合变换，以及江小鱼基本视觉呈现形式满足了不同场合背景下品牌的视觉基本不同应用。活泼、萌贱的江小鱼带你走进他的鱼粉世界。

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