Produced by ShanNiao | Documentary of the Full Design Case of Tangyu After-Dinner

\ 汤鱼饭后全案设计/

 

 

Project Name: Tangyu After-Dinner

Project scale: Chain store
Brand type: Hot Pot Fish

Cooperation mode: full-case design

Project locations: Beijing, Dezhou, Zhoukou

Design team: Mountain Bird Space Design Team

项目名称：汤鱼饭后

项目规模：连锁店
品牌类型：火锅鱼

合作方式：全案设计

项目地点：北京、德州、周口

设计团队：山鸟空间设计团队

 

Tangyu After Dinner is a chain restaurant specializing in green peppercorn-infused fish hotpot. Its mission is to promote a healthy fish hotpot culture to the public and offer consumers a novel dining experience.

This project is a restaurant design project focusing on the Qinghua pepper and diving fish hotpot. The spatial design culture relies on the Chinese humanistic style and hotpot culture, adopting an oriental and atmospheric tone while drawing inspiration from the romantic and warm style of the West. The core concept of the brand is "first drink the soup, then eat the fish, and finally enjoy the hotpot". It allows customers to enjoy both fish soup and hotpot, which is healthy, delicious, and nutritious, making it a treat for foodies.

汤鱼饭后是一家连锁的青花椒跳水鱼火锅店，旨在向大众推广健康的鱼火锅文化，为消费者带来全新的体验。

本次项目是以青花椒跳水鱼为主的火锅店餐饮设计项目，空间设计文化依托的中式的人文风情和火锅文化，采用东方大气的情调，又汲取了西方的浪漫的，温馨的风格。品牌的核心理念是“先喝汤，在吃鱼，最后涮火锅”。既能喝鱼汤，还能吃火锅，健康、美味、又营养，简直就是吃货们的福利。

 

 

 

 

brand sorting 品牌梳理

Consumer group: suitable for all ages
Product category: Green Pepper Diving Fish Hot Pot
Consumption scenario: dining together

消费人群：老少皆宜
产品品类：青花椒跳水鱼火锅
消费场景：聚餐

 

Brand Slogan（品牌slogan）

Drink mushroom soup, eat jumping fish（喝菌菇汤，吃跳水鱼）

 

Brand Language（品牌语言）

Fresh chili pot ingredients, with an endless fishy flavor

First, have the soup, then the fish, and finally, enjoy the hot pot

鲜椒锅料，鱼味无穷

先喝汤，再吃鱼，最后涮火锅

 

 

☟

brand slogan（品牌slogan）

 

Design extraction elements - mushroom, diving fish, and spray

In the design, the image of a diving fish is extracted as the IP design, combining a playful and cute image with spraying waves to echo the product presentation, giving people a fresh, lively, and vivid feeling;

设计提取元素——菌菇、跳水鱼、浪花

设计中提取跳水鱼形象作为IP设计，以俏皮、可爱的形象结合浪花呼应产品呈现，让人感觉新鲜、活泼、生动；

 

☟

IP design（IP设计）

 

 

 

 

 

 

☟

Brand logo interpretation（品牌logo诠释）

 

 

 

☟

Brand VI Color（品牌VI色）

 

 

☟

auxiliary graphic（辅助图形）

 

 

 

 

 

 

 

 

 

 

 

 

 

Using Chinese red as the theme color gives a warm and prosperous feeling, echoing the brand of the hot pot and enhancing one's appetite. It easily reminds people of the steaming hot pot.

The design of the space emphasizes flow and separation, not only highlighting the grand layout of the space but also providing strong functionality.

Hot pot, with its profound cultural heritage, long history, rich ingredients, and appeal to both young and old, stands as one of China's original delicacies. Therefore, the overall design adopts a Chinese style, which is eye-catching, evokes emotions, and embodies cultural accumulation.

用中国红作为主题色，给人热情、红火的感觉，并与火锅的的品牌相呼应，增强食欲，容易让人联想到热气腾腾的火锅。

空间的设计讲究流动与分隔，不仅凸显空间的大格局，并且还具有极强的功能性。

火锅具有深厚的文化底蕴，源远流长，食材丰富，老少皆宜，是中国独创的美食之一，所以整体设计采用中式风格，引人注目，有情怀，有文化的积淀。

 

☟

Effect diagram display of Dezhou store in Shandong（山东德州店效果图展示）

 

 

 

 

 

☟

Effect picture display of Beijing store（北京店效果图展示）

 

 

 

☟

Effect picture display of Zhoukoudian（周口店效果图展示）

 

 

 

- THE END -