随着各式炸鸡品牌的入局，炸鸡品类渐渐变得大众化。面对多元的消费群体，这样一个大众型餐饮品牌如何避免同质化？又该通过怎样的品牌塑造得到突破，从而建立差异化？这一系列问题是我们在本次品牌塑造中需要解决的重要问题。
品类塑造：从炸鸡程序出发，直截了当突出产品的直观特征“炸”，并对炸鸡“脆”的内涵进行丰富，通过秘制腌料、均匀上粉、控温烹炸、筛油烘脆的引入，多层次塑造欢乐炸鸡的乐趣，让消费者更全面地认知到产品的核心特征。
品牌文化：命名趣吉屋的本项目，如何解决“炸鸡”品类随处可见的欢乐同质化问题，是本次品牌塑造的重点。我们希望找到属于大众的强识别、易记忆的欢乐文化符号，在这里我们找到了同样属于大众的欢乐符号-人偶IP，与面向Z世代为主的炸鸡餐厅形成天然的链接，为品牌打造炸鸡IP形象，形成欢乐炸鸡的品牌文化，也与市面上的炸鸡同品类品牌形象形成有力的区隔。这一次，我们通过与众不同却大众共知的文化符号，让趣吉屋避免淹没在众多的炸鸡品牌里。
视觉呈现：在设计中充分将产品的品质核心与欢乐文化的概念融合，以欢乐、有趣的视觉形象塑造一个欢乐、有趣、个性、年轻的品牌形象，并通过炸鸡IP形象的各种场景表达，加深消费者印象，形成独属于趣吉屋的炸鸡品牌印象。
品牌名称：趣吉屋·欢乐炸鸡
执行总监：冯如保
品牌设计：张金书
插画设计：徐盼盼、张金书
With the entry of various fried chicken brands, fried chicken categories have gradually become popular. In the face of diverse consumer groups, how can such a popular catering brand avoid homogeneity? What kind of branding should be used to achieve breakthroughs to establish differentiation? This series of issues are important issues that we need to solve in this brand building.
Category shaping: starting from the fried chicken program, it directly highlights the intuitive feature of the product "fried", and enriches the "crispy" connotation of fried chicken, through the secret marinade, evenly powdered, temperature-controlled cooking, and sieve oil to make it crispy The introduction of "Happy Fried Chicken" has created the fun of Happy Fried Chicken at multiple levels, allowing consumers to fully understand the core features of the product.
Brand culture: How to solve the problem of homogenization of joy that can be seen everywhere in the "fried chicken" category is the focus of this branding. We hope to find a happy cultural symbol that belongs to the public with strong recognition and easy to remember. Here we find a happy symbol that also belongs to the public-the doll IP, which forms a natural link with the fried chicken restaurant oriented to the Z generation and builds it for the brand. The IP image of fried chicken forms the brand culture of happy fried chicken, and also forms a strong distinction from the brand image of the same category of fried chicken on the market. This time, we use distinctive but well-known cultural symbols to avoid being submerged in many fried chicken brands.
Visual presentation: In the design, the core quality of the product is fully integrated with the concept of happy culture, and a happy, interesting, individual and young brand image is created with a happy and interesting visual image, and expressed through various scenes of the fried chicken IP image , Deepen the consumer's impression, and form the impression of the fried chicken brand that is unique to Qu Jiwu.
