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All Projects
HAIDILAO (Pitch Project)
海底捞 (提案)
Client 客户:
Haidilao 海底捞
Type of Work 类型:
Logo 标识设计
Visual Identity 视觉识别
Packaging 包装设计
Agency 服務公司:
Elmwood
In 2023, Haidilao extended a pitch invitation to Elmwood. Consequently, I collaborated with the Elmwood team to prepare a pitch for Haidilao's rebrand. Although this design was ultimately not adopted, it served as a complete example of the rebranding proposal for reference only.
Given Haidilao's brand well recognition, we proposed a revised approach that centered on the brand’s symbol of friendly service, the word "Hi," as the most critical element of the brand. This became the focal point of the overall rebranding.
All designs emphasized the original brand's distinct characteristics but were updated to be more modern, flexible, and friendly. The aim was to provide Haidilao with a comprehensive and practical visual system in its process of globalization, encompassing everything from symbols to packaging highlighting the brand's unique aspect of attentive service through the friendly "Hi."
2023年，海底捞向Elmwood提出了比稿邀请。我因此和Elmwood的团队合作，为海底捞的品牌更新案作比稿准备。此份设计最终并未采用，是作为完整的品牌更新全案范例，仅供参考
鉴于海底捞的品牌知名度，我们提出修正的做法，将品牌中代表着海底捞的亲切服务、也是品牌的标识“Hi”作为品牌中最重要的元素，并以此作为整体品牌修正的重点。
所有的视觉设计都强调了原本品牌明显特征，但更加现代、更加弹性，以及更加友善。期望让海底捞在全球化的进程中，能够有一套完整而好用的视觉体系，贯穿从符号到包装的全面设计，并透过亲切的”Hi”强调了品牌中最独特的地方 - 贴心服务。