Shuyunxian Hotpot

The category is large and crowded. Growth is stable but differentiation is weak: most regional hotpot brands converge on the same “spicy beef tallow base + tripe” formula, so the brand had to be located on culture and freshness instead of flavour claims.

品类规模大但竞争高度集中。增长稳定，差异化却普遍不足：多数川渝火锅品牌集中在“麻辣牛油锅底 + 毛肚鸭肠”的同质化叙事上。品牌因此把落点放在地域文化与鲜货标准，而不是口味主张。

消费者选择品牌的优先项

• 0168% 优先考虑“特色锅底”
• 0252% 关注“食材新鲜度”
• 0340% 重视“用餐体验”

TARGET AUDIENCE

Core audience: 25–40 year-old young consumers (60%) and family groups (35%).

核心客群：25–40 岁年轻群体（占比 60%）与家庭客群（占比 35%）。年轻群体注重社交体验与打卡属性，偏好国潮文化；家庭客群关注食材安全、用餐环境与性价比。

Category position: the originator of “fresh-goods Sichuan-flavour” hotpot.

品类定位：鲜货蜀味火锅开创者。

核心需求拆解

• 01文化传递：将川剧、熊猫、茶馆等蜀地文化元素深度融入品牌，打造沉浸式用餐体验
• 02产品强化：建立“鲜货”标准体系，从供应链管理到菜品呈现全方位突出食材新鲜度
• 03形象塑造：设计高辨识度的视觉符号与品牌故事，提升消费者心智中的记忆点

COMPETITIVE ANALYSIS

Three regional competitors were benchmarked on product focus and cultural depth.

对三个区域竞品从产品侧重点与文化体验深度两个维度做了对比。

The mark uses the panda as its core visual element, with Sichuan opera mask features applied to the face — a direct reference to “Shu”. The panda holds a bowl overflowing with fresh ingredients, which carries the “fresh” idea and locates the category. A red ring tightens the focus; the warm yellow ground keeps it welcoming.

以熊猫为核心视觉元素，熊猫融入川剧脸谱特色，呼应“蜀”地文化。熊猫手捧鲜美食材满溢的汤碗，诠释“鲜”字并凸显餐饮品类。红色环形装饰增强视觉聚焦，暖黄背景营造温馨感。

STANDARD TYPE

Two standard type lockups were drawn: the name alone, and the name with the category line. The Chinese face takes cues from the variety-show gothic style and is redrawn rather than set — spacing between glyphs is fixed and cannot be substituted by a system font.

标准字绘制了两种组合：名称横纵向标准字，以及带品类说明的标准字。中文字体结合综艺体特点重新绘制，字间距固定，不可用其他字体替代。

MIN SIZE

高 19mm × 宽 13mm（印刷媒介最小应用）

GRID UNIT

标志制图以“A”为单位格，标注 37A × 19A

LOCKUPS

横式 / 纵式 / 反白稿 / 黑白稿

The palette allocates fixed roles and ratios: red for heat and appetite, green for freshness, gold for flame highlights, white for breathing room.

色彩系统为每个颜色分配了明确的作用与占比，形成可执行的使用规则。

Three sources drive the graphic system: the eye contour of a Sichuan opera mask, bamboo weaving texture, and the curve of a chilli. The mask contour is simplified into an irregular circle filled with fine weaving lines; the chilli is reduced to its curve and recombined into rhythmic pattern units. The units can be used alone or tiled into background textures.

辅助图形来自三个源头：川剧脸谱的眼部轮廓、竹编纹理、辣椒的曲线。脸谱眼部简化为不规则圆形并填充细腻竹编纹理，辣椒提取曲线轮廓后组合成富有节奏感的图案。图形可单独使用，也可重复排列衍生为底纹。

The application system covers office, packaging, storefront and merchandise. Items are grouped so the identity can be checked at three distances: at hand (card, coupon), in use (menu, cup, bag) and at distance (facade, billboard, flag).

应用系统覆盖办公、包装、门店与周边四类。按三个观看距离分组校核：手边（名片、优惠券）、使用中（菜单、杯具、包装袋）、远距离（门头、广告牌、旗帜）。