Bensu: A Modern and Fashionable Restaurant Design

Introducing Bensu: A Unique Restaurant Concept

In the world of sauerkraut fish, Bensu is making waves with its unique approach. Unlike other brands, Bensu positions itself as a modern and fashionable restaurant that offers a one-of-a-kind dining experience. The designers behind Bensu, led by Chao Feng, have carefully crafted a brand that captures the essence of sauerkraut fish while adding a touch of sophistication and innovation.

One of the key strengths of Bensu lies in its differentiation strategy. The designers have tapped into the core advantages of sauerkraut fish, highlighting its rich probiotics, handmade pickling process, and the absence of preservatives. These are the factors that consumers are most concerned about, and Bensu ensures that they are conveyed effectively through the brand's main poster image. This evidence chain of product advantages sets Bensu apart from its competitors and gives consumers a clear understanding of what makes it special.

When it comes to the realization of the design, the Bensu restaurant seamlessly integrates artistry and commercial functionality. The space is carefully curated to create a visually appealing and immersive experience for diners. As soon as customers enter the restaurant, they are greeted by a sauerkraut display area that showcases the brand's greatest features. Through artistic presentation, Bensu ensures that consumers are fully aware of its unique selling points even before they sit down to enjoy their meal.

The Bensu project covers a total area of 260 square meters, providing ample space for customers to dine in comfort and style. The design team, consisting of Chao Feng, Youjia Gu, Yuchen Wang, Yuerong Liao, and Yun Liu, has meticulously planned every aspect of the restaurant to create a cohesive and visually stunning environment.

With the aim of capturing the attention and recognition of young consumers, Bensu has undergone a systematic brand upgrade. By differentiating itself from competitors and staying in line with current industry and market trends, Bensu seeks to establish itself as a leader in the sauerkraut fish market. The brand's unique positioning and modern design language are key factors in attracting a new generation of customers.

The Bensu project began in December 2019 in Taicang and was completed in March 2020. Throughout the design process, extensive research was conducted to understand the underlying factors that contribute to the success of sauerkraut fish brands. By extracting the most competitive differentiating factor of sauerkraut fish - its centennial intangible cultural heritage - Bensu has positioned itself as a brand with a rich history and a commitment to quality.

One of the main challenges faced by the designers was finding a way to combine the historical sense of sauerkraut fish with a modern design language. In the exploration stage of the brand image, the team focused on refining the regional cultural characteristics behind the product. The result is a brand visual system and products that are harmonious and unified, creating a unique and memorable dining experience.

The Bensu design has been recognized for its excellence and creativity, receiving the Bronze A' Design Award in 2021 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award is bestowed upon designs that demonstrate outstanding creativity and resourcefulness, incorporating best practices in art, science, design, and technology. Bensu's design not only contributes to the improvement of quality of life but also makes a positive impact on the sauerkraut fish industry.

With its modern and fashionable approach, Bensu is redefining the sauerkraut fish dining experience. By combining traditional flavors with innovative design, Bensu offers a unique and memorable experience for diners. Whether you're a sauerkraut fish enthusiast or simply looking for a new culinary adventure, Bensu is the place to be.