Blue Frog: A Modern American Bar and Restaurant

Creating an Enjoyable and Exciting Dining Experience

Blue Frog, a western food brand with a typical American culture, was facing challenges in attracting young consumers due to its aging brand image. To address this issue, SIG Design conducted market research and analyzed the brand's culture. The concept was extended to create an enjoyable, exciting, and quality space that would resonate with the target audience.

The key objective of the design was to build an open and free space that could accommodate various social situations, allowing customers to have a memorable dining experience. The unique 100 shots culture, which brings excitement and challenge, became the focal point of the design. The bar, serving as the visual center, transmits the excitement throughout the entire space.

One of the strengths of Blue Frog's design lies in its use of various materials, multi-layered shapes, and art decorations. These elements combine to create a visually appealing and high-quality space. The modern American cultural features are showcased through the choice of materials and the incorporation of artworks.

The realization of the design involved extensive research, including desktop research and on-site market research. The project area spans 404 sqm and is located in Nanjing IST. The design team, led by Creative Director Ray Lee, included interior designers Chunhai Du and Honghui Shen, graphic designer Fangting Zhong, and rendering artist Yinhui Gu.

Despite the challenges posed by the crowded shopping mall and fierce competition, Blue Frog's design successfully attracts attention while strictly controlling costs. The strategic placement of the bar and the incorporation of unique design elements help differentiate Blue Frog from its competitors.

Blue Frog's design has been recognized for its excellence and innovation. It was awarded the Iron A' Design Award in 2022 in the Interior Space, Retail, and Exhibition Design category. This award acknowledges the design's practicality, innovation, and adherence to professional and industrial requirements.

Blue Frog, designed by SIG Design, offers a modern American bar and restaurant experience that is both enjoyable and exciting. With its unique 100 shots culture, high-quality space, and attention to detail, Blue Frog is sure to leave a lasting impression on its customers.