INTRODUCTION

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常青麦香园

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ARTDIRECTOR:Micheal Yi / Jojo Wang

DESIGNER:JojoWang

YEAR:2018

CLIENT:ChangQing Mai Xiang Yuan

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上海梵智多年餐饮连锁品牌咨询的智力洞见，对未来餐饮转型趋势的敏锐洞察，全力推动常青麦香园品牌战略全新升级。从“市井生活美味”到“早点精彩”的品牌主张升级，切入的是新一代早餐细分市场消费红利的趋势。将武汉的过早文化背书价值转换为品牌价值增长源，更趣味、活力而又不乏传承感的视觉符号创意与表现；卖点更鲜明的“石磨酱热干面”核心单品打造，在全线产品统领地位的重塑，战略升级逐步实施，使得常青麦香园迅速跳出了同质化竞争。

“中央厨房”2.0时代-食材供应链的大力布局与革新，热干面行业领域的工业化、智能化。新定位、新概念、新形象，常青麦香园连锁1000＋，日销热干面900000碗的数字持续翻新，成为早餐之都大武汉一张美食名片。

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ShanghaiVanwis many years of intellectual insight into the catering chain brandconsulting and keen insight into the future trend of catering transformationhave driven the brand strategy of Evergreen Bakery to be upgraded. The upgradeof the brand proposition from "delicious city life" to "earlymorning excitement" cuts into the trend of consumption dividend of the newgeneration of breakfast market segments. Converting the value of Wuhan's earlymorning cultural endorsement into a source of brand value growth, the visualsymbols of more interesting, energetic and not lacking a sense of inheritanceof creativity and performance; more distinctive selling point of the "hotdry noodles with stone grinding sauce" core single product creation, thereshaping of the status of the whole line of products in the overall positionof the strategic upgrading of the gradual implementation of the EvergreenGarden of Makkaen quickly jumped out of the homogenization of competition.Competition.

The "Central Kitchen" 2.0 era - the vigorous layout andinnovation of the supply chain of food materials, industrialization andintellectualization of the hot dry noodles industry. With new positioning, newconcept and new image, Evergreen Bakery chain of 1,000+ and daily sales of900,000 bowls of hot-dried noodles continue to renovate, becoming a gourmetbusiness card in Wuhan, the capital of breakfast.

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