诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑
诚昌餐厅品牌重塑

诚昌餐厅品牌重塑
欧俊轩/未名澳门
中国澳门

银奖
品牌/视觉传达设计
纽约ADC年度大奖

2022 诚昌餐厅的标志设计采用了更直接的表达方式,使用强烈的螃蟹作为图形符号来设置整个品牌的基调。自20世纪60年代以来,诚昌已在小渔村氹仔岛扎根,它以螃蟹粥为主打菜品。这个标志便是为了深化和强化诚昌与螃蟹粥在食客脑海中的绑定。诚昌蟹不再是一个模糊的概念,而是一个具体的文化符号和传承标记。螃蟹的形象采用了描绘金色边缘的方法,使螃蟹在视觉上更加强大。在平面设计中使用金属材料已成为近年来品牌和产品设计的趋势。它突出了奢华和优雅,部分使用金属纹理创造出一种轻奢华的感觉,并增强诚昌的品牌色调。徽标使用红和绿作为涂鸦文字的主颜色。与中国传统美学一样,红色和绿色的结合是最有力和最具代表性的配色方案,强调了诚昌作为一家中餐厅,以及一种已经传承了半个世纪的历史意义;此外,红色代表活力和团结,这也是诚昌想向公众传达的“阮多村的互助精神”。绿色代表自然和健康,这表明诚昌精心挑选产品,用心为顾客烹制蟹肉粥。“诚昌”二字使用传统书法字体,以保持诚昌的原始魅力。它使诚昌更具历史性,并再次强调了诚昌的中国风格。

Seng Cheong Restaurant Rebranding
AU CHON HIN / UNTITLED MACAO
Macau, China

Silver
Brand / Communication Design
ADC Annual Awards

2022 The logo design of SengCheong Restaurant adopts a more direct expression, using a strong crab as a graphic symbol to set the tone of the entire brand. Since the 1960s, SengCheong has planted its root in the small fishing village of Taipa. It starts-up made a sign with crab congee, and Macau crab congee is well-known all over the world due to the continuous improvement and refinement of SengCheong for decades. They have been bound together in diners’ mind, and this logo is to deepen and strengthen this concept. SengCheong Crab is no longer a vague concept, but a concrete cultural symbol and inheritance mark. The image of the crab adopts depicting the golden edge to make the crab visually stronger. Using metal materials in graphic design has become the trend of brand and product design in recent years. It highlights the luxury and elegance, using the metal texture partially would create a sense of light luxury and enhance the brand tonality of SengCheong. The Logo uses red and green as the color of main graffiti text. As in the traditional Chinese aesthetics, the combination of red and green is the most powerful and representative color scheme, emphasizing SengCheong as a Chinese Restaurant, and a sense of historical significance that has been passed down for half a century; moreover, red represents vitality and unity, which is also " the Mutual Helping Spirit of Rua do Cunha" that SengCheong wants to convey to the public. Green represents nature and health, which indicates that SengCheong carefully selects the products and puts heart into cooking crab congee for customers. The text of SengCheong keeps using calligraphy font of the original signboard to maintain the original charm of SengCheong. It makes SengCheong more historic and emphasizes the Chinese style of SengCheong again.

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