1 Song Hak Yen 高级客家餐饮 CLASSY HAKKA CUISINE DINING 奢华盛宴 彰显尊贵A GLUTTONOUS FEAST IS REASONABLE
品牌主张 BRAND PROPOSITION 2
3 SONG HAK YEN HAKKA DINING WARM FEAST CAN NEVER BE FORGOTTEN A GLUTTONOUS FEAST IS REASONABLE HAKKA CUISINE 温馨食尚 念念不忘
目 录 CONTENT 4
品牌接触点 BRAND STRATEGY 品牌策略 Brand Positioning Brand Service USP Brand Target Audience Brand Personality Brand Value 品牌主张 品牌特点 品牌目标 品牌形象 品牌价值 01 8 10 16 20 24 BRAND VISUAL IDENTITY 品牌视觉识别 标志含义 标志比例 标志响应 标志位置 标志颜色 标志指引 颜色识别 版式识别 摄影识别 图形识别 02 Logo Meaning Logo Grid Scale Responsive Logo Logo Variation Orientation Logo Colours Logo Guidelines Colour Identity Typography Identity Photography Identity Graphic Identity 30 32 32 32 34 36 38 40 42 44 BRAND TOUCH POINT 企业文具 企业海报 企业网站 在线广告 商店标牌 企业交通 企业制服 餐厅茶壶 餐厅菜单 企业产品 03 Corporate stationaries Corporate posters/ hoarding Corporate website Online advertising Store signage Corporate Transportation Corporate Uniforms Restaurant Teapot Restaurant Menu Corporate Product 46 47 48 49 50 51 52 53 54 55 5
Brand Positioning Brand Service USP Brand Target Audience Brand Personality Brand Promise Brand Value BRAND STRATEGY 品牌策略 01 品牌主张 品牌特点 品牌目标 品牌形象 品牌承诺 品牌价值
A haute cuisine restaurant presenting Hakka cuisine that will impress you with a delicious treat and an exquisite memory. CLASSY & COSY 品牌主张 BRAND PROPOSITION 8
高端舒适 9
客家菜 HAKKA CUISINE 取 材 广 泛 荤 素 搭 配 寓 医 于 食 药 膳 同 补 Wide range of materials Mixes meat and vegetables Integrates food with herbs Herbal food supplement 品牌主张 BRAND PROPOSITION 10
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独创秘制 ORIGINAL CREATION THE SECRET OF THE DISHES TO MAKE YOU UNFORGETTABLE. An original creation secret ancestral which is unique and that can stimulate your taste buds and make you feel unstoppable. 品牌特点 BRAND SERVICE USP 12
THE TASTE OF THIS SECRET CREATION 醇 厚 香 甜 独 特 MELLOW SWEET UNIQUE This also becomes a gift to demonstrate Hakka etiquette and connection feelings. 13
It is a kind of yellow wine that has been roasted at high temperature. It is also called old wine, glutinous rice wine, and confinement wine. It is also a nourishing and healthpreserving wine for women. HAKKA RICE WINE 品牌特点 BRAND SERVICE USP 14
火炙娘酒 HUO ZHI NIANG JIU 15
YOUNGER GENERATION 品牌目标 BRAND TARGET AUDIENCE 16
年 轻 一 代 Welcoming the group about 25 to 40 years old who likes or wants to try Hakka cuisine to bring their families along. 17
品牌主张 BRAND 美 PROPOSITION食美酒美风味好茶好菜好环境
Gourmet, wine and special flavour, Tea, dishes and good ambience.
和蔼可亲 温暖温馨 关怀体贴 We actively undertake in friendly conversation with consumers to let them feel like we are family. We make sure to serve hot meals to customers to make them feel the warmth of the world. We use the finest ingredients to cook the best hakka dishes for our value customers. 品牌形象 BRAND PERSONALITY 20
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品牌主张 BRAND PROPOSITION 22 SONG HAK YEN HAKKA DINING A GLUTTONOUS FEAST IS REASONABLE HAKKA CUISINE 品 出 家 珍 EAT ALL THE DELICIOUSNESS
23 SONG HAK YEN HAKKA DINING TASTE THE PRECIOUSNESS OF BEING A MONK A GLUTTONOUS FEAST IS REASONABLE HAKKA CUISINE 食 尽 美 味
新 鲜 材 食 Xin Shi Xian Cai We use the finest ingredients to cook the best food for our value customers. FRESH INGREDIENTS BRAND 品牌价值 VALUE 24
传 承 食 美 Chuan Mei Cheng Shi We believe that our brand can successfully recommended this legacy of Hakka cuisine to people all over the world. HERITAGE CUISINES 25
品牌主张 BRAND PROPOSITION 26 五 湖 四 海 友 相 逢 共 享 客 家 情 浓 香
27 Friends from all over the world meet, share the fragrance of Hakka.
BRAND VISUAL IDENTITY 品牌视觉识别 02 标志含义 标志比例 标志响应 标志位置 标志颜色 标志指引 颜色识别 字体识别 摄影识别 图形识别 Logo Meaning Logo Grid Scale Responsive Logo Logo Variation Logo Colours Logo Guidelines Colour Identity Typography Identity Photography Identity Graphic Identity
30 means in the ancients, people call their valued guest who are rich. refers to the green of the noble. 上 客 苑 标志含义 LOGO MEANING “Song Hak Yen” is a Hakka language pronounce in “Shang Ke Yuan”. “Hu Lu” called gourd. This is a wine bottle that people use in the past. SONG HAK YEN
31 On the theory of “putting wine into dishes, adding wine to reduce oil”, the Hakka people think that replacing wine for some of the cooking oil is a good approach to avoid consuming too much oil. 葫 芦 GOURD
32 标志变化 LOGO GRID SCALE, RESPONSIVE LOGO, LOGO VARIATION ORIENTATION Horizontal logo Vertical logo
33 Ratio for the logo is 11:12, ratio for each small box is 1:1. The minimum size is defined by the width of the logo. To ensure maximum clarity the minimum size is 26mm (width) x 27. 908mm (height) when used for print. To ensure prominence and legibility, the logo is always surrounded by an area of clear space which remains free of other design elements, such as type and other logos. Logo Grid Ratio Logo Minimun Size Logo Safe Area Favicon Minimum size
34 标志颜色 LOGO COLOUR VARIATION Logo on full colour Main colour, yellow logo with green background. Logo on colour The logo only can use on the beige and green colour background. Logo on black and white The black and white version only can use when it is necessary and have to ensure the contrast is enough contrast.
35 Colours NOT to use for the logo The colour cannot be simply match with the logo that shown below and you have to ensure that the logo and background is with a good colour contrast when you use it.
36 标志指引 LOGO GUIDELINE DON’T distort the logo in anyway. DON’T use effect such as a drop shadow, glow or blur. DON’T change the typeface nor recreate the wordmarks. DON’T change the proportion of the logo. DON’T place the logo over a busy background image. DON’T place the logo over a pattern of any kind.
37 DON’T use the different colour on the logo. DON’T rotate the logo in different ways. DON’T use the logo to make transparency. DON’T use the logo against no contrast background. DON’T resolve the logo in two different colours. DON’T use the logo for a pattern use.
38 #58755B #789A7A #FFD64F #F7EEE5 #F7F3ED #A79783 #8C7B6E 颜色识别 COLOUR IDENTITY PRIMARY COLOUR SECONDARY COLOUR
39 COLOUR PROPORTION Use this colour proportion in any layout or collateral design. Axolotl, oxley and mustard colour can be used as accent colour in proportions shown above. The black colour text are only allow to use when the background is in Shadow and Isabelline colour. Oxley colour text is not allow to use when the background is in Mustard colour. Oxley Mustard Axolotl Isabelline Shadow Grullo Linen CMYK: 57-25-59-4 HEX: 789A7A CMYK: 0-15-8-0 HEX: FFD64F CMYK: 59-28-62-30 HEX: 58755B CMYK: 2-5-8-0 HEX: F7EEE5 CMYK: 2-3-5-0 HEX: F7F3ED CMYK: 38-38-50-0 HEX: A79783 CMYK: 44-46-54-11 HEX: 8C7B6E PANTONE 556 C PANTONE 121 C PANTONE 664 C PANTONE 663 C PANTONE Warm Gray 5 C PANTONE Warm Gray 8 C PANTONE 5615 C
40 字体识别 TYPOGRAPHY IDENTITY Headline Font weights Font used Adelle font Font name ADELLE Regular AaBbCcDdEe123 Bold AaBbCcDdEe123 AaBbCcDdEe123 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ,./;’[]\=-`<>?:”|}{+_(/)*&^%$#@!~ Body copy Font weights Font used Adelle font Font name RALEWAY Light Semibold AaBbCcDdEe123 AaBbCcDdEe123 Regular Bold AaBbCcDdEe123 AaBbCcDdEe123 AaBbCcDdEe123 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ,./;’[]\=-`<>?:”|}{+_(/)*&^%$#@!~
41 标题 Font weights Font used Adelle font Font name 幼圆 Regular 品出家珍 食尽美食 上客苑高级客家餐厅 温馨食尚 念念不忘 一二三四五六七八九十 ，。/《》？“”；：‘’【】{ }、-=+—！@ #￥%……&*（）*·~ FONT USAGE You can only use the font shown below in all the design. Other font is not available. The main font is a slab serif font called Adelle, you can use any of the font family but for the headline must be at least bold font. Next, for the body copy is a serif font called Raleway. You can use any of the font family but have to make sure it can be seen. The only Chinese font, 幼圆 . This font are only available to use for headline or subtitle. This font you cannot use for any body copy. The body copy have to be english.
42 摄影识别 PHOTOGRAPHY IDENTITY FOOD PHOTOGRAPHY This is a gourmet restaurant, the images are definitely focused on the cuisine. The background of these food photos needs to be dominated by dark tones. The background of the photo should not be complicated or chaotic, and photos with vividly colored backgrounds should not be used. The food in the photograph has to be Hakka cuisine with vibrant colors. Photo from 福鑫记, Localiiz 2022 Photo from unsplash.com Photo from Miss Tam Chiak, Localiiz 2022 Photo from unslpash.com
43 RESTAURANT PHOTOGRAPHY Restaurant interior images, in addition to food photos, can be used. The photographs must also use gentle colors. The restaurant must convey the impression of being basic, clean, modern, and majestic. Traditional Chinese restaurants cannot be photographed. Because this is an haute cuisine restaurant, traditional restaurant images are not permitted. Photo from unsplash.com Photo from unsplash.com
44 图形识别 GRAPHIC IDENTITY GRAPHIC ELEMENT Our graphic elements are additions that enhance and bring vivid, life, and movement to visual work. For this brand, the element can be applied in a variety of ways to demonstrate our brand’s uniqueness. As an example, evaluate our restaurant menu, letterhead, name cards, teapot, and so on.
45 BRAND TOUCH POINTS 品牌接触点 03 企业文具 企业海报 企业网站 在线广告 商店标牌 企业制服 企业餐单 企业传单 企业包装 Corporate stationaries Corporate posters/ hoarding Corporate website Online advertising Store signage/ store front Corporate Uniforms Corporate Menu Corporate Leaflet Corporate Packaging Design
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CORPERATE SIGNAGE 50