七月柿品牌形象
七月柿是一家以粤式烹饪为基底，结合多元地域风味灵感的融合料理餐厅。品牌以“让更多人体验到有机食物的美好与快乐”为初心，主张采用优质有机食材配合质朴的烹饪方式，创造极具差异化的，回归日常的美食新体验。与此同时，店内设有售卖每日新鲜食材和自制预制菜的农场市集，将健康美味的生活理念带进日常社区的生活中，使得七月柿品牌在餐饮体验的探索上，创造出别具一格的有趣感受。
餐厅开在深圳华侨城的欢乐时光综合体，这是一个集闲适环境、创意社区和高端住宅为一体的繁华社区。为附近的居民、游客、创意行业和企业人士提供了一种介于高端和平价餐饮之间，更为轻松友好的美食选择。品牌由黑珍珠榜单料理Voisin Organique 的创始人Tina 打造，V.O. (Voisin Organique) 是深圳极具创意与人气值的fine dining 餐厅。非常荣幸，Projject 在品牌筹备期间负责梳理完整的品牌策略和定位工作，此后品牌设计和空间设计团队分别负责品牌形象设计和空间设计方案。
相较于通常而言的一个新品牌，七月柿承载了许多以往的故事和对未来的畅想：有机农业和永续生活理念如何融入都市生活；专业的fine dining主厨团队如何做出充满烟火味的社区味道；精致的菜品设计如何以舒适的价格营造愉悦氛围；纯粹自然的食材和产品如何呈现在颇具时尚感的餐厅空间中…对于设计团队来说，如何利用众多先天优势去创造全新的体验，似乎是一种幸福的烦恼。由此，品牌策略的构建从品质、价值、生活方式和体验四个维度展开。
标志设计
设计团队以“Urban Farmhouse” 为设计主旨，建立了一个兼具干净、当代质感与自然、有机的品牌形象识别系统。一个有趣而引人注意的多边形番茄图形标志是团队完成的第一项工作，其灵感源自富含微生物和矿物质的土壤，以及特石农场出产的优质有机番茄。这也是品牌命名的灵感来源（七月是农场西红柿成熟的时间，品牌的西文名“Melt In July”, 则被赋予了更感性的含义，“Melt” 既有成熟的意思，也是对这个充满活力的炎热夏季的赞美。）这个多边形的醒目标志在之后被延用到餐盘造型、品牌包装、字体等一系列品牌元素之中。在开业后，这个图形的设计成为了品牌最有辨识度的符号之一，并且在不断使用的过程中验证了良好的传达性。
色彩
明亮、热情、富含营养的番茄红色将都市农舍与当代都市的美学语言相互融合。标志性的品牌主色大量运用在纸杯、购物袋、杯垫、酒标等延展设计中，形成强有力的品牌色彩传达。另一方面，从上午的brunch 到每日正餐，再到下午茶和夜间的酒馆时光，七月柿餐厅在不同时段提供多样化的用餐场景以及琳琅满目的农副产品和预制菜。设计团队制定了一套令人联想到有机与活力的辅助色系统，在色彩风格的设定上，团队将饱和度较高的自然色彩与简洁的插图设计相互搭配，来创造强烈的视觉冲击力，从而体现食材的丰富性，以及餐厅理念中的趣味性。
字体
中文标志字体以汉、清时期的隶书为灵感，结合当代黑体字的笔划特征，呈现出一种拙朴、厚重、干净优雅的特殊气质，与七月柿的时尚属性完美契合。品牌中文字体选择与标志字体风格高度匹配的仓耳明黑体，由tsangertype出品，设计团队将该字体主要用于包装、菜单和海报设计。西文字体的应用最大程度在字型上与中文形成对比，营造丰富的层次感。最终的选择是由Production Type 开发的Kreuz, 这个字体家族非常有趣地与七月柿品牌标志的多边形结构相互呼应。在起初这个字体也许会令人联想到机械与工业制造，但当它被运用在有机农业和餐厅中时，表现出一种棱角分明、直白、时尚和友好的态度，像是一种奇妙的化学反应。
Melt In July Brand Identity
Melt in July is a fusion restaurant based on Cantonese cooking inspired by diverse regional tastes. With the original intention of "letting more people have a wonderful experience of organic food," the brand advocates using top-quality organic ingredients and simple cooking methods to create a highly differentiated new dining experience that returns to a natural lifestyle. Carrying the concept of farm-to-table dining experience, a farm market that sells daily fresh ingredients and homemade prepared dishes is considered to be an essential part of the restaurant, which brings fresh food and a healthy lifestyle into everyday community life.
Melt in July is a tasty and friendly addition to Shenzhen's thriving neighborhood. The restaurant is located in OCT-PARK, a bustling and relaxing community surrounded by natural parks, creative agencies, and luxury apartments, providing a more relaxed and friendly choice to nearby residents, tourists, and people in the creative industry. Melt in July was founded by Tina, the founder of Voisin Organique, an award-winning fine dining restaurant in Shenzhen. Our team has worked closely with the restaurant team on brand strategy, positioning, identity, and interior design.
Different from creating a new brand from scratch, Melt in July carries many stories of the past and expectations for the future: how do organic farming and sustainability integrate into urban life? How does a fine-dining restaurant team provide high-value experiences with reasonable pricing? It is challenging to create an unprecedented experience with so many future possibilities. To achieve this, the brand strategy follows four keywords: Quality, Value, Lifestyle, and Experience.
LOGO DESIGN
"Urban Farmhouse" is the core concept of the brand identity. Inspired by the microorganisms and minerals from the soil and the signature tomatoes produced by Tina's farm, the identity focuses on expressing the graphic motif of a polygonal tomato, which delivers a clean, contemporary, organic impression. The identity appears on plates, paper bags, and stationaries. The design team also applied a unique shape to flatware and fonts. Soon after the opening, this became the brand's most recognizable element. The playfulness and communication of the design proved to be effective.
COLOR
The passionate tomato-red combines a natural farmhouse aesthetic. The clean, contemporary urban style appears on almost all brand applications. The restaurant provides different food choices throughout the day. Serving brunch in the late morning and lunch in the late afternoon, transitioning into a bistro and wine bar by evening. The designers utilized a palette of multiple organic and vital colors combined with a series of simple, intriguing illustrations, together creating a solid visual experience to imply the abundance of the brand.
TYPOGRAPHY
The Chinese wordmark is inspired by the traditional clerical script of the Han and Qing dynasties. The designers carefully simplified the details of the logotype to show sincereness, elegance, and a contemporary vibe.
The team chose Cang'er Minghei by Tsangertype as the Chinese font family of the brand, which perfectly matches the wordmark. Tsangertype is a local typography design company based in Beijing. This font family is applied to packaging, menus, and posters. Kreuz by Production Type was chosen as the Latin font because of the fun contrast to the Chinese typeface. The angular and bulky details perfectly work with the polygonal logomark. This font conveys a sense of industrial manufacturing, while for organic farming and restaurants, it shows a straightforward, fashionable, and fun attitude, like a mesmerizing chemical reaction.
