Year
2024
Sectors
B2C
Consumption
Service
brand strategy
Re-branding
Brand Recognition
Wang Steak
Continuing the classic flavor of the brand
Wang Pin Steak has been serving the Taiwanese food and beverage industry for more than 30 years. With the spirit of continuous improvement and in response to market changes, Wang Pin's management team has decided to optimize its brand image in order to continue to provide classic and exquisite food and beverage services to the Chinese people.
Established in 1993, Wangpin Group has been operating multi-brand and multi-brand projects, with more than 400 stores under 32 brands covering Chinese, Western, hot pot, barbecue, Japanese and Korean categories, making it the most influential restaurant group in Taiwan. "Wangpin Steak" is the classic brand that laid the foundation of the group and has a significant position in Taiwan's food and beverage industry. The steak, which has a unique Chinese flavor, is marinated in special seasonings for two days and two nights, then slow-roasted in a 250℃ oven for an hour and a half, and then served on a high-temperature ceramic plate to maintain the tenderness of the steak's flavor, which has made Wangpin Steak the first choice of many gourmets.
Wang Pin Steak has been serving the Taiwanese food and beverage industry for more than 30 years. With the spirit of continuous improvement and in response to market changes, Wang Pin's management team has decided to optimize its brand image in order to continue to provide classic and exquisite food and beverage services to the Chinese people.
Pampering service to create sweet memories for you
After decades of experience, Wangpin Steak encountered a situation where its brand image was not prominent enough. As the logo has a very classic brand image in the market, it needed to achieve a new image that was both classic and refreshing without changing the logo design and main color scheme.
Through the Brand Consensus Meeting, the Pro team and the Wangpin team jointly created a creative Moodboard discussion method to guide and assist the management team to quickly build internal consensus. The core idea of "treating only the most important people in your heart" has been developed into the overall brand image, which promises to provide consumers with an exquisite, rich and honorable service experience.
A refurbished classic that not only retains its original flavor, but is also a breath of fresh air
Pro's re-branding project for Wong Pin Steak, without changing the logo, not only retained the classic image of the brand, but also added a modern design vocabulary, so that the whole is refreshing and retains the classic. The graphic design of the rose and the champagne bubbles reinforce the elegant and noble character of the brand. The roses represent the "noble hospitality" and the champagne represents the "beginning of the banquet", which is consistent with the brand's philosophy of "treating only the most important people in your heart". The addition of the color system allows for more diversified applications in both on-the-ground design objects and online digital presentations. From the inside out, the classic is renovated to create a new level of brand identity and dining experience.
Diversified visual communication applications
In order to help Wong Pin Steak to clearly communicate its brand impression and service content, PLUS divided the overall image application into "marketing communication application" and "customer experience design application", through this planning, the brand can have diversified and consistent visual application in both online and offline customer touch points. Through this planning, the brand can have diversified and consistent visual applications at both online and offline customer contact points. By further developing the brand identity system, graphic standards, design applications (including store affairs, menus, environmental indicator icons, carrier bags, etc.) and the brand specification manual, we can provide consumers with a more advanced and exquisite feast of the five senses of King's Steak, whether it is in the sense of sight, smell, taste, or touch, under the planning of the overall consideration of material, printing, color, and vision.
