Yic Barbecue Market: A Visual Identity for a Modern and Fashionable Restaurant

Creating a Unique Brand Image with an Alien Small Dinosaur IP Trend Shop

In order to distinguish itself from traditional barbecue shops, Youjia Gu and the design team behind Yic Barbecue Market embarked on a strategy to create a unique visual identity for the brand. They carried out IP creation and brand differentiation positioning, resulting in a cross-border integration of IP and space. The result is not just a barbecue shop, but also an alien small dinosaur IP trend shop.

The design of Yic Barbecue Market starts from the auditory part of the five senses experience. The sound of barbecue is extracted as the main theme throughout the brand, forming the basis of the copywriting system. The designers aimed to build the auditory experience of the whole scene, using the voice heard in the process of the consumer experience as the starting point of their design.

The project covers a total of 280 square meters and creates the concept of a "barbecue planet" through the use of planet, space, and aerospace elements. This immersive experience gives consumers a real sensory experience, transporting them to a different world.

On the touch line of in-store consumption, the designers have created an eye-catching space sense IP punch point. They have also incorporated emotional interactions with consumers through interesting copywriting, such as "the beauty of under the moon is unparalleled, eating meat tonight is not fat."

The Yic Barbecue Market project started in October 2018 in Suqian and was completed in December 2018. Throughout the design process, the team conducted research to understand the emotional needs and psychology of female consumers. The brand's slogan "love is Zila Zila" reflects the common points of love and barbecue, connecting with consumers on a deeper level.

One of the creative challenges faced by the designers was finding a way to accurately reach the consumers' hearts. They achieved this by creating a spokesperson in the form of an IP character called Zila Beast, a small monster image of eating meat. Its cute appearance with an opening mouth signifies its identity as a carnivore, representing the pleasure of eating meat.

The visual system of Yic Barbecue Market incorporates circular objects such as stars and wool balls to create a concept of the universe and planets. The use of light orange and blue-green colors aligns with the current popular trends and forms a lovely and fashionable visual style that resonates with the psychology of female consumers.

Yic Barbecue Market, with its unique visual identity and immersive experience, has been recognized for its creativity and resourcefulness. It was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2020. This award acknowledges designs that exhibit strong technical and creative skills, contributing to quality of life improvements and making the world a better place.