SUO FEN LAO
嗦粉佬
SUO FEN LAO is a rice noodle chain with a brand image of being friendly and inexpensive. The original logo design based on calligraphy suffered from severe homogenization of the industry and failed to present the brand in the marketplace with efficient recognition. When we heard the name "SUO FEN LAO", a humorous image emerged in our minds immediately. The accurate graphic expression of this imaginary idea then became the key to the success of this project. We read a large number of comic materials, and got our inspiration from the facial depiction of classical Chinese animal patterns, and finally outlined this vivid and unique graphic logo. In the meantime, we were concerned that "SUO", as an unusual character in the Chinese language, could be difficult for the mass consumers to read and understand. For this reason, in the visual extension system, we combined the phonetic notation of "SUO" with the graphic logo like an onomatopoeia, so as to solve the problem of readability, and at the same time, make the brand vision even more vivid.
嗦粉佬是一个亲民的米粉连锁品牌，原有书法字体标识同质化严重，难以起到有效的品牌识别作用。刚听到“嗦粉佬”这个名字，我们的脑海就浮现出一个夸张又诙谐的形象。如何直观地对这样的形象想象进行精准的图形表达，便成为整个项目成败的关键。我们从大量的漫画素材中汲取灵感，又参考中国古典走兽纹样的面部刻画，最终勾勒出现在这个生动而独特的图形标识。同时我们也关注到“嗦”作为非常用字，在大众消费者中存在一定的识读问题。为此，我们在视觉延展中将“嗦”字注音，如同拟声词一样与图形标识循环组合，解决识读问题的同时，使品牌视觉进一步生动化。
CREATIVE DIRECTOR: Zhang Lianggang 张椋刚
CLIENT: 嗦粉佬
PRESENTED BY: CES 创造元素和系统
