Recently, Tustin China's hamburger brand IP has been reborn again, and the new image of Tashi has been stunningly unveiled. This IP image update is the successor to Tustin Chinese burger brand 3A key move after the 0 upgrade. Tustin took this opportunity to integrate the core scene of "rolling, sprinkling, and baking" in the production of burger embryos through an IP image with more Chinese cultural connotations, and strengthened the persistent pursuit of rolling and baking burger embryos in an interesting and intuitive way, as well as the consistent down-to-earth and innovative enterprise spirit, so as to further enhance consumers' recognition and favorability of Tustin Chinese burger brand.
Tustin China Burger Brand IP: Triple upgrade of cultural connotation, design concept, and IP extensibility. The design of the new image is inspired by the Lingnan lion dance, which is considered to be an outstanding representative of modern kung fu culture, which not only invigorates the national spirit, but also promotes martial arts culture. The spiritual core of loyalty, courage and enthusiasm has injected a new spiritual temperament into the tower lion. With the help of this world-class symbol of Chinese kung fu culture, the tower lion starts from 2The cute little mythical beast of the 0 era has grown into a heroic and sassy kung fu tower lion full of multi-dimensional IP personality.
Design concept: The traditional red aesthetic is perfectly integrated with the brand logo. It retains the design concept that Tustin has always adhered to, and red as the main brand color is not only the iconic color of the brand, but also the aesthetic pursuit of auspicious red in traditional Chinese culture. The design of the flame eyebrow evolved from the brand logo to form a complete brand design system. The small belly of the tower lion bulging, that is, the wishful belly, cleverly means that the big belly can accommodate food in all directions, which not only shows the character characteristics of the tower lion who loves to eat, but also highlights Tustin's all-encompassing food attitude.
Extensibility: Simplified image processing, multi-scene adaptation. In order to enhance the diversity and freshness of the image, the design team simplified the basic shape of the tower lion, so that it can adapt to a variety of shape changes in different scenes. Such a design not only improves the design efficiency, but also increases the extensibility of the image of the tower lion.
All-round emotional value link: Linkage with more IPs to expand the boundaries of reach. With the upgrade of the new image of Tashi, it will be linked with more IPs, including emojis, IP peripherals, offline event marketing, and beauty display device check-in, etc., aiming to achieve a wider reach effect. This initiative aims to create a comprehensive emotional value link and build a closer emotional bond with consumers.
Rejuvenation marketing strategy: Establish an interactive meme model with young people of Generation Z to strengthen brand equity. The consumer group of the Tustin brand is mainly the post-95 generation Z, so the brand has gradually adopted the mode of interactive memes. The product is the foundation for connecting with young people, and the emotional value provided by the brand becomes a key factor in determining whether consumers stay or go. By promoting traditional Chinese culture, Tustin not only strengthens its brand equity, but also demonstrates its determination to become an influential national cultural catering brand.
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