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Masger's
葛氏生煎品牌形象設計

Ge's Pan Fried Buns Branding Design

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

中國杭州葛氏生煎包

品牌形象設計

2015

葛氏生煎是中國杭州的在地品牌,本次品牌形象的更新,除了增加品牌價值,也是為了進軍海外所做的準備。

首先在品牌名稱上,為了塑造一個更能讓非華語文化圈消費者也能接受與理解的名稱,以Master(大師、師傅)與Ge(葛)創造出一個符合西方傳統店鋪命名方式的新的名字—Masger's。新的品牌定位是如同麥當勞或肯德基一樣的快餐速食,同時為了進軍中東市場,特別在顏色上,以中東文化圈喜愛的綠色與能增進食慾、感覺活力的橘色作為主識別色,綠色同時也是原本品牌的標準色之一。

​品牌識別標誌來自放著四顆生煎包的盤子的意象,與G、E兩個英文字母的變體。當然,造型上也參考了中國傳統圖騰、窗花等,在西式餐飲的形象中,保留一些中國文化的韻味。

Ge's Pan Fried Buns is a local brand from Hangzhou, China. The brand image update aims to enhance its brand value and prepare for expanding into overseas markets.

Firstly, in terms of the brand name, a new name, "Masger's," is created by combining "Master" (referring to skilled craftsmen) and "Ge" (the Chinese character for "Ge," the surname of the founder). This new name is designed to be more easily accepted and understood by consumers outside the Chinese-speaking cultural sphere, following the naming conventions commonly used in traditional Western shops. The new brand positioning resembles fast-food chains like McDonald's or KFC. Additionally, to enter the Middle Eastern market, the main identifying colours are green (popular in the Middle Eastern cultural sphere) and orange (known to stimulate appetite and create a sense of vitality). Green is also one of the original brand's standard colours.

 

The brand identity logo is derived from the image of a plate with four Shengjianbao (pan-fried buns) and the variations of the letters "G" and "E." The design also incorporates elements from traditional Chinese totems and window decorations, aiming to preserve some Chinese cultural charm within the Western-style dining image.

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