普象-让好设计发光

real food
Healthy restaurant brand

Real Food is a restaurant that focuses on health and taste, and impresses consumers with real materials and real attitudes. The creative point of the brand logo is that the logo is both Chinese characters and English letters. The Chinese word "food" means "real", and the Chinese word "real" means "food". Because I hope through this way I could both emphasize the true material of the food and convey the brand's concept, and I could make the visual language of the logo more interesting and creative. By this way it can express that the real attitude is the basis of healthy food, healthy food needs a real attitude.

真食 (Real Food) 餐厅注重健康与风味，以真材实料和真诚态度打动消费者。品牌标识的创意要点在于，标识融汉字与英文字母于一体，中文 “食” 字寓意 “真实”，而中文 “真” 字指代 “食物”。因为我想以这种方式强调食物用料真实，同时传达品牌理念，并让标识的视觉语言更富创意趣味。此标识表达真诚态度是健康食品的基础，实践健康饮食健康食品需要真诚态度。

iF GOLD STATEMENT
The branding concept for the Chinese restaurant chain Real Food neatly combines the global and the local in a powerful iconographic that has a deeper meaning for Chinese speakers. Combined with playful graphics representing vegetables, this branding approach is unique and instantly recognizable. Superb execution of a multil-ayered branding concept.

评委评语
中国连锁餐厅真食的品牌宣传概念是通过对华人更具深意的醒目图像，巧妙结合全球与本土。此品牌宣传方式与代表蔬菜的趣味图形相结合，别具一格且极富辨识度。这是多层次品牌概念落地推广的优秀典范。

Client / Manufacturer
real food
Chengdu, CN

Design
Pengchao design office
Chengdu, CN
Chao Peng


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