餐饮品牌设计

Date: SEP,2023

Creative Director: WuYu

Designer: He

Photography: XianXian

“柔炻 ROCK STONE”位于北京,是一家主打美墨餐品,精酿啤酒,中高端融合美式餐吧,为新时代的中青年打造专属社交、信息交换的沟通场所。 柔炻就是柔软的石头,坚强的外表柔软的内心,步入职场后有责任有憧憬的年轻人久经磨炼已经拥有一层坚硬的外表来保护自己,“柔炻 ROCK STONE”的品牌诉求是为中青年人群提供精神交流的场所,解决时下社会情绪化消费的痛点之一,根据其核心理念“敬你我,漫生活”,将品牌视觉拟物化,石头代指形色各异的人们,时而散落时而聚集,而交集的碰撞便是基础社交的行为,精神交流的状态。
“ROCK STONE” is located in Beijing and specializes in American-Mexican cuisine, craft beer, and a mid-high-end fusion American-style bar. It is designed as an exclusive social and information exchange hub for the new generation of young adults. “ROCK STONE” means “soft stone,” signifying a strong exterior and a soft interior. Young individuals who have taken on responsibilities and aspirations in their careers have developed a tough exterior to protect themselves. The brand message of ” ROCK STONE” is to provide a space for spiritual communication for the younger generation, addressing one of the pain points of contemporary society – emotional consumption. Following its core philosophy of “Respect Yourself, Enjoy Life,” the brand’s visual identity personifies the concept by using stones to represent people of various personalities, at times scattered and at times gathered. The collision of these interactions is the foundation of social behavior and spiritual communication.