A More Distinctive Voice for Everyday Takeout
蝦米东西
With the development of modern catering industry, personalized catering is more and more popular among young people. The main target customer group of Xiami is the young generation.
随着现代餐饮业的发展，富含个性的餐饮越来越受到年轻人的喜爱。 “蝦米东西龙虾饭”敏锐的捕捉到了这个产业发展的动向，积极研发出丰富多样具有特色的菜品，一经推出，备受追捧。“蝦米东西龙虾饭”的主要目标客户群为15-35岁的年轻人，销售的菜品在传统制作工艺基础上进行创新，受到众多80、90后甚至00后年轻一代客户的青睐。 项目聚焦外卖餐饮品牌设计，将品牌识别、产品包装与数字传播适配年轻消费场景。
- 品牌视觉形象
- 品牌传播设计
- 产品包装设计
Background
With the development of modern catering industry, personalized catering is more and more popular among young people. The main target customer group of Xiami is the young generation.
随着现代餐饮业的发展，富含个性的餐饮越来越受到年轻人的喜爱。 “蝦米东西龙虾饭”敏锐的捕捉到了这个产业发展的动向，积极研发出丰富多样具有特色的菜品，一经推出，备受追捧。“蝦米东西龙虾饭”的主要目标客户群为15-35岁的年轻人，销售的菜品在传统制作工艺基础上进行创新，受到众多80、90后甚至00后年轻一代客户的青睐。 项目聚焦外卖餐饮品牌设计，将品牌识别、产品包装与数字传播适配年轻消费场景。
Design System
RDA created a direct and recognisable identity for Xiami's takeout offer, extending the brand language across packaging, digital communication and everyday food moments. RDA is a China-based brand identity, corporate design and spatial design studio. Guided by the idea of Re-Define Aesthetics, we build clear, distinctive design systems for companies entering, growing from, or building brands out of China. Our work spans brand strategy, visual identity, packaging, retail space and digital communication for clients across healthcare, consumer goods, F&B, manufacturing, technology and lifestyle. Based in Shanghai, with partner offices in San Francisco and Melbourne.
“蝦米东西”龙虾饭，品牌创立于2015年12月，经过团队的精心策划与筹备，于2015年12月21日正式在山东淄博地区上线销售。品牌一面世，便得到了淄博地区广大消费者的喜爱和热捧。品牌人气高涨，每日出品的盖饭数量供不应求，一个月的时间，便成为了当地外卖销量第一的位置，三个月的时间，营业额便突破百万。
