強大詞語戰略
詞語戰略 品牌命名 強大原型 強大形象 產品開發 營銷傳播 品牌全案

漢融

創新融合養生菜

項目背景:
       安徽恒圖投資控股有限公司,旗下擁有安徽湘府酒店管理有限公司、帝鼎建筑工程有限公司,是一家在安徽具有很大影響力的大型公司企業。在有過良好的合作基礎上,安徽恒圖再次找到了先知為其餐飲公司做中英文命名。
       我國餐飲行業的勢頭非常好,要是一家餐廳經營成功的話,那么收益自然是非常多的,因此也是越來越多的人開始投資到餐飲行業。尤其是近年來養生理念的提出,很多做餐飲的開始研究養生菜,市場上的養生菜館越來越多,行業競爭日益激烈。中國這樣地大物博,菜系不下幾十種,更出名的當屬八大菜系,這八大菜系在全國各自擁有自己的消費區域和消費群體。

Project background:
       Anhui Hengtu Investment Holdings Co., Ltd, which owns Anhui Xiangfu Hotel Management Co., Ltd and Diding Engineering Co., Ltd, is an influential Large enterprise in Anhui. With a good basis of cooperation before, Anhui Hengtu found Wevin again to name their catering company in both Chinese and English.
       The momentum of China's catering industry is very good. If a restaurant business run succeed, their revenue naturally turned very high. Thus there are more and more people began to invest in the catering industry. Especially since the health concept being put forward in recent years. Many restaurants do study of health food and the restaurants booming, so increasing the fierce competition. China with such a vast territory and abundant resources, has more than dozens of cuisine, which the most famous ones should be the eight major cuisines. All of them have their own consumer groups and regions in China.

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面臨挑戰:
       為了讓“養生菜”這一理念能深入人心,必要的品牌包裝是必不可少的,命名就是品牌推廣的步,一個好名字能準確定位餐飲企業的賣點,就是說餐飲企業所經營的特點,也是經營特色,每個餐飲店都應該結合自身的特性做出自己的特色,有了特色才能吸引更多的人。
       養生菜作為中國傳統養生理念在餐飲上的體現,在飲食文化百家爭鳴的中國尚屬于新生事物,沒有廣大的消費群體,沒有固定的、讓消費者熟悉的菜單,如何讓消費者對養生菜產生熱衷,品牌命名能否體現養生菜的賣點,是先知命名團隊和設計及團隊面臨的更大挑戰。

Facing the challenge:
       In order to make the concept of "health food" to win support among the people, the necessary brand packaging is essential. Naming is the first step of brand promotion. A good name can locate accurately the catering enterprises selling point, namely the characteristics of catering enterprises and its operating characteristics, each catering shops should absorb its own characteristics to foster their own features to attract more people.
       Health food as the embodiment of China traditional health concept in the restaurant is still a velty in the diet culture of China, with general consumer groups or fixed, familiar with consumers menu. How to make consumers keen on health food? Whether the brand name could reflect the selling point of health food is the biggest challenge to Wevin naming and design group.

解決方案:
       先知命名團隊取“融合菜”這一創意點,為其取名“漢融”。“漢”字來自八大菜系的悠久文化歷史,八大菜系為漢人八大菜系,故取“漢”做名;“融”寓意融合,名稱整體既是各大菜系的融合典范之意。除此之外,名稱字形結構簡單,易讀易記,富含音韻美。英文Homcuisin根據中文名“漢融”音譯而來,發音與中文高度匹配,利于品牌口碑效應的形成。另外,先知設計團隊根據項目屬性和漢融的中英文名字進行了品牌形象設計,利用中國傳統元素和現代表現手法,為漢融制作了整套設計方案。
       先知團隊為漢融提供了優質的命名服務和設計服務,豐富的經驗和敏銳的洞察力必不可少,對餐飲業的豐富命名合作經驗是這次成功合作的保障。

The solution:
       Wevin naming group takes "fusion cuisine" this creative point, as the name "Han Rong". "Han" comes from the long cultural history of eight major cuisines. Eight major cuisines is Han Chinese’s eight big cuisines, so take "Han" as their name; "Rong" means fusion. The name is the overall fusion model of cuisines . In addition, the name font has the advantages of simple structure, easy to read and remember and rich in rhythmic beauty. English name Homcuisin is according to the transliteration of Chinese name "Han Rong". The pronunciation is matched and easy to form the brand reputation effect. In addition, Wevin design group has designed its brand image based on the project properties and its Chinese and English name. We used Chinese traditional elements and modern technique of expression to make the whole design project for them.
       Wevin team offered high-quality naming and design service to Han Rong. The rich experience and keen insight are essential and rich cooperation experience of the catering industry is the security to this successful cooperation.

Perspectives

亞洲新聞臺

亞洲新聞臺

    2008年,先知總顧問王思翰先生接受了新加坡亞洲新聞頻道的專訪,王思翰先生

科眾

科眾

  背景: 據公安部交管局統計,截至2016年底,全國機動車保有量達2.9億輛,其中汽

天融信

天融信

   先知為天融做的命名及企業宣傳冊圍繞其企業文化和理念,內容豐富而條理清

Work

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