千禾堂

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ART DIRECTOR:Micheal Yi / Jojo Wang

DESIGNER:Lei Linxia

YEAR:2021

CLIENT:Qian He Tang

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千禾堂中式点心在2020年进行了品牌的再设计，旨在强化品牌的属性并让消费者更好地理解品牌的定位。通过品牌视觉的迭代，品牌希望在感官上焕发活力，并与新一代的消费者进行沟通。

升级后的品牌形象以蓝色为主要品牌色，红色与白色作为品牌的辅助颜色。这种颜色组合能够传达出品牌的经典与时尚感。蓝色作为主要品牌色，可以带来冷静、信任和专业的感觉，同时与经典调性相呼应。红色和白色作为辅助颜色，能够增添品牌形象的亮点和活力。

品牌还运用了书法字体来体现其匠心精神，表达出品牌一贯的专注和用心。书法字体通常具有独特的笔画和艺术性，能够突显品牌的文化底蕴和传统价值。

通过这次品牌的再设计，千禾堂中式点心希望通过视觉上的改变来吸引新一代的消费者，并进一步巩固品牌在上海经典糕点市场的地位。

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Qianhe TangHarvest Chinese Dim Sum underwent a brand redesign in 2020 with the goal ofreinforcing the brand's attributes and helping consumers better understand thebrand's positioning. By iterating the brand's vision, the brand wanted toenliven the senses and connect with a new generation of consumers.

The updatedbrand identity features blue as the brand's primary color, with red and whiteas the brand's secondary colors. This color combination communicates thebrand's sense of class and style. Blue as the brand's primary color brings asense of calm, confidence and professionalism, while echoing the classic tone.Red and white as secondary colors add flair and energy to the brand image.

Thebrand also uses calligraphy fonts to reflect its craftsmanship and express thebrand's consistent focus and dedication. Calligraphy fonts typically haveunique strokes and artistry, highlighting the brand's cultural heritage andtraditional values.

With this redesign, Qianhe Tang Chinese Dim Sum hopes toattract a new generation of consumers through a visual change and furtherconsolidate the brand's position in Shanghai's classic confectionery market.

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