行業(yè)背景

三旋供應(yīng)鏈，創(chuàng)建于2017年中國(guó)成都，火鍋的發(fā)源地。三旋作為TOP10火鍋品牌餐品定制的服務(wù)商，目前在中國(guó)已為超過(guò)5000家火鍋品牌門店提供一站式菜品服務(wù)，被行業(yè)評(píng)選為“中國(guó)餐飲百?gòu)?qiáng)供應(yīng)鏈企業(yè)”。

Industry Context

SANXUAN Supply Chain, established in 2017 in Chengdu, China, the birthplace of hot pot, has served as a one-stop dish provider for more than 5,000 hot pot brand stores in China and was named "China's top 100 restaurant supply chain companies" by the industry. SANXUA is a Top 10 hot pot brand meal customization service provider.

挑戰(zhàn)

在中國(guó)餐飲快速品牌化的今天，源自于成都的火鍋餐飲品牌遍布中國(guó)大街小巷，為了快速搶占市場(chǎng)，他們需要像三旋供應(yīng)鏈一樣的食品供應(yīng)鏈企業(yè)，幫助他們研發(fā)更美味、更便于制作、更快送達(dá)的菜品。在新的機(jī)遇面前，三旋發(fā)展迅速，但隨著公司規(guī)模的不斷發(fā)展，三旋逐漸意識(shí)到：對(duì)火鍋品牌來(lái)說(shuō)，雖然物流履約能力很重要，但“食品品質(zhì)”同樣重要，在這個(gè)領(lǐng)域三旋具有自身的獨(dú)特優(yōu)勢(shì)。為了能讓客戶感知到，三旋希望通過(guò)全新的視覺(jué)形象向他們展示三旋供應(yīng)鏈在食品研發(fā)、品質(zhì)把控、生產(chǎn)制造、物流運(yùn)輸?shù)榷喾N優(yōu)勢(shì)為一身的一站式服務(wù)能力，更好的助力餐飲品牌快速發(fā)展。

Challenge

Hot pot catering brands from Chengdu are widely available on the streets of China in today's quick branding of Chinese catering. They require the assistance of a food supply chain firm like SANXUAN to help them create more delectable, simpler to prepare, and quicker to transport foods in order to quickly seize the market.

SANXUAN expanded quickly in response to new opportunities, but as the company's scale continued to grow, SANXUAN gradually came to the realization that for hot pot brands, while logistics fulfillment capability is important, "food quality" is equally important, and SANXUAN has its own specific advantages in this area. In order to better support the rapid development of restaurant brands, SANXUAN intends to make clients aware of its one-stop service capabilities in food research and development, quality control, manufacturing, logistics, and transportation through a new visual image.

策略

為了深刻了解食品供應(yīng)鏈，我們對(duì)三旋的中高層進(jìn)行了數(shù)次訪談以了解三旋目前的行業(yè)位置，結(jié)合餐飲行業(yè)及國(guó)內(nèi)外競(jìng)品進(jìn)行了深度的資料收集及整理，確定了三旋以“品質(zhì)無(wú)限”作為最大的品牌差異點(diǎn)進(jìn)行視覺(jué)表達(dá)，并期待三旋以行業(yè)領(lǐng)導(dǎo)者的身份，提升餐飲品牌效率的同時(shí)，讓消費(fèi)者吃到更有品質(zhì)的美食。

Strategy

We conducted several interviews with SANXUAN's senior and middle management to understand the company's current industry position, along with the restaurant industry and domestic and international competitors, to gather and organize in-depth information. We came to the conclusion that SANXUAN would use "unlimited quality" as its most distinctive brand feature for visual expression, and we anticipate SANXUAN to be the industry leader to increase the efficacy of the food supply chain.

創(chuàng)意

全新的品牌標(biāo)識(shí)由兩個(gè)“3”旋轉(zhuǎn)構(gòu)成一個(gè)無(wú)限符號(hào)。數(shù)字3和中國(guó)漢字的三相對(duì)應(yīng)，可以增強(qiáng)圖形與漢字之間的關(guān)聯(lián)，更易識(shí)別；而兩個(gè)3構(gòu)成的無(wú)限符號(hào)，體現(xiàn)了三旋活力無(wú)限、成長(zhǎng)無(wú)限的團(tuán)隊(duì)文化，也呈現(xiàn)出三旋品質(zhì)無(wú)限，服務(wù)無(wú)限的精神追求。我們?cè)陬伾鲜褂眉t藍(lán)雙色代表食品和供應(yīng)鏈均衡的能力。

Idea

Two "3" rotate to form an infinite symbol in the new brand logo. The Chinese character "" is echoed by the number "3," which can strengthen the connection between the graphic and the Chinese character and make it simpler to recognize. The infinite symbol created by two 3s also conveys SANXUAN's values of unlimited quality and unlimited service. We use the colors red and blue to symbolize the harmony between the ability of food and the supply chain; the blue arrow represents the supply chain, and the red hue represents food that is delivered to consumers through it.

成果

兼具“品質(zhì)感”和“服務(wù)感”的全新三旋形象于2022年12月對(duì)外正式啟用，新形象揭開了三旋的全新篇章，保持足夠行業(yè)差異度的同時(shí)，引領(lǐng)三旋團(tuán)隊(duì)走向更美好的明天。

Results

In December 2022, SANXUAN's new brand identity—which embodies both "quality" and "service"—was formally unveiled. This new image ushers in a new era for the company and inspires the SANXUAN team to work toward a brighter tomorrow while still retaining a strong level of industry distinctiveness.

始終堅(jiān)持打造菁英團(tuán)隊(duì)，保持專業(yè)

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