STUDIO DOHO近期与知名国民小食品牌周黑鸭合作, 为其进行全方位的视觉及空间品牌设计提升，同时STUDIO DOHO特别编制一本设计指南，之后将作为设计准则应用于周黑鸭所有全国店铺的升级。
STUDIO DOHO has recently collaborated with existing brand Zhou Hei Ya, a well-known national snack brand, to refresh their store identity (SI) and Visual identity (VI). Meanwhile, STUDIO DOHO has compiled a special roll-out book as design guidelines for renovating the brand’s existing stores across China.
品牌客户主要为90及00后的年轻女性群体，我们希望在深入理解品牌基因的基础上，强化并突出产品的独特性，通过更大胆的商标包装及店面设计，传递耳目一新而不失经典的品牌形象。
The targeted customers are mainly the millennials of age 20 to 25 years old and STUDIO DOHO needed to consider how the store can be approachable for this demographic. The designers worked closely with the brand to understand the brand identity and define an iconic look-and-feel for the store design. STUDIO DOHO hoped to strengthen the image of its distinctive product and convey a refreshing yet classic brand image.
从波普艺术到BIG BOLD YELLOW
From Pop Art to Big Bold Yellow
我们受波普艺术启发，从流行文化与商业美术的简洁与大胆中汲取灵感，因此我们为全新的品牌概念设计命名为“醒目黄” （BIG BOLD YELLOW）。
Inspired by pop art which emphasizes the succinctness and boldness of pop culture and aesthetics, we entitled the new brand image ‘BIG BOLD YELLOW’.
考虑到小食品牌店面通常位于流动快且人流量大的区域，因此我们必须做出大胆、引人注目的标志性设计，我们决定利用品牌经典的黄色视觉标识强化并放大。
As the stores are usually located within fast-moving and high-traffic areas, a bold and eye-catching statement has to be made — we did this by leveraging a aspect of the existing Visual Identity (VI), the yellow colour that Zhou Hei Ya is known for.
STUDIO DOHO为品牌重新设计了全新且经典的超级符号：一个当代版的“娃娃”。原本品牌人物形象被简化，仅以黄白轮廓勾勒创造了一个超大版“娃娃”，增强其辨识度，形成全新的超级符号。
A refreshed modern version of the “Wa Wa” logo icon was created to give a fresh twist on the classic character. Simplified two-tone colors help to increase visibility in high traffic areas and define the new icon. STUDIO DOHO intergrated this new figure by created an oversized character ‘Wa Wa’ as the brand new super icon.
同时STUDIO DOHO提取原本VI 中经典卡通人物的领带为视觉要素，简化条纹及颜色，生成更醒目而突出的抽象波普花纹，作为店面的视觉标识。
Inspired by the trademark Wa Wa character’s yellow and white striped tie, STUDIO DOHO highlighted the pattern to create the new pop pattern which is a defining feature at the new stores.
全方位的定制设计指南！
A bespoke new Store Identity (SI) book !
周黑鸭在全国有约2000家不同类型的店面，为此我们在新店面的设计中确定了四种类型的模块店：标准店(开放式)，窗口店(封闭式)，中岛店及商亭店。
Zhou Hei Ya has approximately 2000 store locations across China, each with special situations to consider. STUDIO DOHO identified four main types of modular stores for the new space and store design： standard store (open), window store (closed), island store, and kiosk store.
基于这些模块，STUDIO DOHO创建了一本为品牌量身定制的店面设计手册，详细阐释不同规格的店面需要的零售模块部件，为品牌未来所有的店铺类型提供了全面详尽的设计指南。
Based on these modules, STUDIO DOHO prepared a Store Identity (SI) book and explained the retail fixtures needed to create the elements, which will serve as a comprehensive and detailed design guide for all future stores of the brand.
标准店作为最普遍的店面模式，更加开放，将作为街边的独立店铺存在。
As the most common type of store, the standard store will exist as an independent store on the street front with an open character.
窗口店总体延续标准店的设计，我们增加移窗的设计以保证一定的密闭性；不同季节可以通过开关移窗以保证室内温度的稳定，也便于与客户交流。
The window store adopts the general design of the standard store but adds the moving windows to ensure a level of closure; In different seasons, the windows can be moved on and off to ensure the stability of the indoor temperature and also convenience for communication with customers.
中岛店通常位于商场中央，因此需要最大程度的突出品牌视觉及特色，以吸引眼球。因此黄白波普纹及超级符号都被突出放大，设计上也强调产品全方位的立体陈列，将视觉体验最大化呈现出来。
The island store is usually located in the center of a shopping mall, it is crucial to highlight the brand image and characters to stand out to attract attention. We extended the highlights of the pop patterns and enlarged the super icon, with the four-dimensional display strategy of products to maximize the overall visual experience.
商亭店通常位于广场等户外临时场所，店铺设计在侧面为超大版的超级符号，作为主要的视觉标识吸引远处的人群。
The kiosk store is a temporary outdoor installation, located in a market or square. The store is designed with an oversized super icon on the back as the main visual attraction for people to see from a distance.
为了强调品牌特殊的保鲜包装科技，我们创造了一个移动的霓虹灯来聚焦商品；我们也重新思考产品在冰柜中的陈列策略，通过一个定制设计的内部陈列柜，突出产品的多样性且更引人注目，也鼓励消费者尝试更多不同的口味。
Additionally, moving neon light is invented to highlight the special fresh-keeping packaging technology. We also invented a display strategy with a customized internal shelf for the products to be more eye-catching. It helps customers see the variety of the products and encourage them to try more flavours.
我们希望借此设计契机，在保持预算意识的同时，帮助品牌扩大影响力。目前周黑鸭品牌店面提升的设计推广正在全国各地进行中。
We hope to take this design opportunity to help the brand expand its influence but also keep budget-conscious in mind.Currently, the promotion of Zhou Hei Ya’s new brand and store identity is ongoing across the whole country.
项目信息——
客户：周黑鸭
设计方：STUDIO DOHO
地点：全国
设计范围：品牌视觉、空间标识及室内设计
设计总监：Xin Dogterom、 Jason Holland
设计团队：苏晨
年份： 2021
摄影：Brian Chua
Project Information——
Client：Zhou Hei Ya
Designer：STUDIO DOHO
Location：Across China
Design scope：Visual identity, space identity, and interior design.
Design principals：Xin Dogterom, Jason Holland
Design team：Su Chen
Completion：2021
Photography：Brian Chua
