脑栗研究所——是这次品牌升级的主题。在接触“一栗“这个品牌前，我们对炒货这个商业品类的印象还是停留在传统街边小店的概念里。没想过这类产品有什么新鲜的玩儿法，但通过和品牌方的碰撞，我们发现「炒货」这个品类实际上可以有很多挖掘空间。因此此次尝试我们希望呈现一个能完全颠覆大众对这个品类品牌设计与空间设计的认知。
This brand promotion activity was held under the theme of Smart Chestnut Research Lab. Before the acquaintance with “YILI CHESTNUT”, when it came to roasted snacks, traditional street food arose in our mind. It was beyond our imagination that such kind of product can be so creative and innovative. Nonetheless, with concerted efforts, we and the brand brainstormed to explore more promotion points of roasted snacks. Based on this, we hope to present a breakthrough design in brand and space that can completely overturn the public’s recognition.
▲店铺外观，Front View
▲外观，external view ©OR Design
▲分析图 Analysis
这次设计总的依循”脑栗研究所”和现场制作的热气氛围为出发点，结合品牌视觉我们希望呈现的是有趣，时尚，年轻化的空间氛围。在场景上我们利用传送带结构去改造产品的货柜，两圈循环的传送带构成了用于摆放新鲜产品的展柜，好似一个充满热气的工厂持续的在输出产品，这样的结构不仅颠覆了传统货柜的无聊与平淡，也加强了空间的主题性与氛围感。传送带对面是研究所的主体场景，新鲜炒作的栗子在这个区域被新鲜制作出炉。客户为了这次的品牌升级，产品研发上也做出了许多结合栗子的创新产品作为展示与售卖，让”研究所“这个主题名副其实，让品牌的升级不只停留在一个表面的主题和话题上，而是和品牌的产品研发切实结合，让消费者能全方面的感受到品牌出新的态度与决心。
Starting from the theme of Smart Chestnut Research Lab as well as the lively atmosphere of on-site roasting, the overall design tended to present an entertaining, fashionable and young space atmosphere in combination with the brand vision. In terms of the scene design, the conveyor belt was utilized to upgrade the conventional display cabinet. As the display stand for fresh products, the conveyor belt of circulating rotation was like a busy factory continuously producing products. Such a structural design not only resisted the boredom and insipidity of the conventional display cabinet, but also sublimated the theme and added more lively atmosphere. The main scene of the Research Lab was on the opposite, where chestnuts were freshly roasted. In order to make this promotion more perfect, the brand also developed many chestnut-themed creative products for display and sale, so that the theme of “Research Lab” can well match the reality. It effectively combined brand promotion with product research, instead of scratching the surface of the theme and topic, so as to make consumers thoroughly feel the brand’s creative efforts.
▲自助选购区，self service area ©OR Design
▲以工厂传送带作为灵感设计制作的展柜 Showcases inspired by factory conveyor belts
▲ 新鲜栗子生产和售卖的窗口， Window for the production and sale of fresh chestnuts
▲ 售卖窗口sales window
我们虽然利用了许多偏工业的元素，但整体设计我们利用了诸多的圆滑形态去消解工业结构的冰冷感，结合一些夸张的零件结构让全场转换成了一个有趣的空间调性。品牌主色调黄色的集中运用，一方面烘托了炒货热闹的场景，也使空间更加活跃与年轻化。
Although a great many industrial elements were adopted, the overall design weaved these industrial elements with plenty of smooth shapes, thereby weakening the icy feeling of the industrial structure. In addition, by using some exaggerated part structures, it turned the entire scene into an entertaining space. The massive use of brilliant yellow, the dominant hue of the brand, not only added bustling atmosphere, but also made the entire space more lively and younger.
▲ 货品展示区 Product display area
▲ 展示区细节，Display area details
▲ 展柜细节，showcase details
▲ 自助区细节， details
这次一栗品牌的升级，让我们看到了当下消费市场的更多可能性，只要保持对传统不断突破的信念，无论是产品，视觉还是空间体验，品牌都能为消费者呈现更多样的面貌，那些习以为常，早已在我们脑海中被固化形态的商业形式也能以新面貌陈新在消费者面前。
This great brand repositioning opens up a whole new range of possibilities in the current consumption market. By holding the constant faith of getting beyond the conventional wisdom, the brand can bring consumers a kind of new lifestyle and taste in the product, visual or spatial experience. Those business models, which consumers have already become inured to, can also bring forth something new by weeding through the stale.
▲ 平面图 floor plan
项目信息——
项目名称：一栗鲜活栗公司
项目地点: 沈阳崇山东路18号沈阳皇姑万象汇B1层130号
主持设计师：巫国源
设计团队：张浩、奕豪、BOBO、小鱼、小鸣
项目业主：一栗鲜活栗公司
主要材料：不锈钢、金属烤漆、钢板、传送带
室内面积：114m2
完工时间：2022.05
Project information——
Project name: nut co.
Project location: Room 130, B1, Wanggu mixmixhui, Shenyang, No. 18, Chongshandong Road, Shenyang，China
Director: Guoyuan Wu
Project team: Yihao, BoBo, Xiaoyu，Xiaoming，Zhanghao，
Client: nut co.
Main materials: Stainless steel, steel plate ，metal paint, conveyor belt
Indoor area: 114 square meters
Completion date: May. 2022
Photography: OR Design
