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DESIGN CONCEPT 在亚美尼亚首都埃里温的日本料理是基于日本武士的理念，他们为顾客提供日本料理中最新鲜的寿司和其他美味佳肴。 The branding of Samurai Japanese Cuisine in Yerevan is based on the brand concept of samurai fish characters ready to scarify themselves to serve the customers the freshest sushi and other delicious food from Japanese cuisine. “我们的目标是创造一个全新的品牌形象，吸引新顾客，尤其是年轻人和意见领袖，带给他们出乎意料的惊喜。” "Our objective was to create a new brand identity that would attract new customers, especially young people and opinion leaders who might be shocked by the identity. " 该团队提出了一种“武士鱼”的概念，来满足他们的上帝，即他们的顾客。这种不同寻常的日本料理启发了设计师们创造了四个自我牺牲的动漫形象;金枪鱼，虾，章鱼和海螺。 The team came up with the idea of samurai fish who commit hara-kiri to satisfy their Emperors, i.e. their customers. This unusual Japanese ritual and the peculiarities of Japanese cuisine inspired the designers to create four characters of self-sacrificing fishes; TUNA, SHRIMP, OCTOPUS and the CONGER.
对品牌的标志给出了简单的排版方案。拉丁字体与日本书法融合起来创造直接的视觉联系，传递日本韵味。蓝色被选为品牌标识的主要颜色，主要是为了传达这样一种观点:这里的鱼是新鲜的和有机的。黑色和灰色是为了强调品牌的优质和价格。 A simple typographic solution has been given to the logotype of the brand. A Latin font was stylized to create a visual connection with Japanese calligraphy and to pass on a taste of Japan. Blue has been chosen as the dominant color for the brand identity mostly to convey the idea that here the fish is fresh and organic. The dark colors black and grey are to emphasize the premium quality and price aspect of the brand.
在情感上与顾客沟通，创造了自我牺牲的鱼的故事。 To emotionally connect with the visitors and communicate the message of self-sacrificing fishes we created stories; the philosophical thoughts of the master fishes. 这些概念也被翻译成日语，加上人物的插图出现在餐厅的墙上。 These philosophical thoughts were also translated into Japanese language and together with the characters’ illustrations found their special spots in the form of canvases on the walls of the restaurant.
在日本的料理中也有一个茶室，由日本艺术家北斋的著名版画《神奈川的大浪》创作了一幅精美的插图。同样的例子也被用来制作茶叶容器的包装设计，放在茶室里。 There is also a tearoom in the Samurai Japanese Cuisine used for tea ceremonies for which the team of designers created a beautiful illustration inspired by the famous print “The Great Wave off Kanagawa” by the Japanese artist Hokusai. The same illustration was used to create a packaging design of tea containers to be placed in the tearoom.
作为寿司的粉丝，团队深知用独特的产品包装给顾客留下深刻印象的重要性。因此，他们设计了一个特别的外卖盒，里面有寿司卷、筷子、芥末、大蒜和酱油——这是寿司爱好者的天堂。菜单和名片的印刷运用鱼鳞片作为品牌标识的另一个设计元素。 Being unbelievable fans of sushi, our team knew the importance of impressing customers with unique product packaging. So they designed a special delivery box that contains sushi and rolls, chopsticks, wasabi, gari and soy sauce – a true paradise for sushi lovers. On other printed materials such as the menu or the business card a fish squama has been used as another design element of the brands visual identity.
设计公司 | MAROG创意机构 Agency | MAROG Creative Agency 客户 | 武士日本料理 Client | Samurai Japanese Cuisine 艺术总监 | Varduhi Antonyan Art Director | Varduhi Antonyan 插画家 | Varduhi Antonyan Illustrator | Varduhi Antonyan 平面设计师 | Haykaz Khroyan Graphic Designer | Haykaz Khroyan 文案 | 米Sarukhanyan Copywriter | Milena Sarukhanyan 摄影师 | 阿诺Martirosyan Photographer | Arnos Martirosyan 国家 | 亚美尼亚 Country | Armenia DINZ 2017 重 点 案 例 回 顾
2017年度DINZ公众号最受欢迎十佳案例「图片超链接」
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