KING W/餐吧设计

KING W

+++合作内容+++

品牌策划定位／品牌文化／品牌logo / vis／店铺设计／平面摄影／商业空间 / 影视拍摄制作／传播

+++品牌背景+++

KING&W是树读心上餐饮品牌旗下的餐吧类项目，她是品牌的一次尝试，也是多年积累的一个成果。餐吧主负责人之一——陈义校，是精酿行业的酿酒大师，旅学归来后一直担任多个精酿餐吧的酿酒顾问，在行业内有着极高的声誉，对餐吧经营也有深刻的理解。
KING&W is a restaurant and bar project under the catering brand of Shudu Xinshang. She is an attempt of the brand and a result of many years of accumulation. One of the owners of the restaurant - Chen Yixiao, is a master brewer in the craft brewing industry. The brewing consultant of a craft bar has a very high reputation in the industry and has a deep understanding of bar management.
餐吧偏向德式风格，灰色调性的水泥质感地面和墙面，深色铁烤漆和格栅板，裸漏的天花一根根螺纹空调管横纵交错，是一种直接，是一种无拘无束的表露。
The dining bar is leaning toward the German style, with gray-toned concrete floors and walls, dark iron paint and grille panels, and the exposed ceilings with threaded air-conditioning pipes staggered horizontally and vertically. It is a direct and unfettered The expression.
空间以酿酒系统为中心，室内分割成以吧台为主体的敞开互动区和以包间为主体的私密聚会区，加上外摆空间，构成一个层次分明，动静结合的用餐环境。
The space is centered on the brewing system, and the interior is divided into an open interactive area with a bar as the main body and a private gathering area with a private room as the main body, plus an external space to form a well-defined dining environment that combines dynamic and static.

+++品牌定位+++

品牌定位是企业在市场定位和产品定位的基础上，对特定的品牌在文化取向及个性差异上的商业性决策，它是建立一个与目标市场有关的品牌形象的过程和结果。
品牌定位是市场定位的核心和集中表现。企业一旦选定了目标市场，就要设计并塑造自己相应的产品，品牌及企业形象，以争取目标消费者的认同。