A local roast duck catering brand in Luzhou.
一個在瀘州能與烤鴨直接畫上等號的餐飲品牌。
Yu&Hong Pavilion
裕紅閣，一個在瀘州能與烤鴨直接畫上等號的餐飲品牌。始于1999年的它，至今，也已經走過了二十五個年頭。作為瀘州大眾餐飲的常青樹，其口碑，一直有目共睹。但親民的客單價和扎實的菜品，雖然為其帶來了長久的生意和高性價比的口碑。但也限制了消費者對其品牌高度的認知定義。因此，如何通過新增門店的露出，為其品牌找到一個更為合適的品牌立場，是我們與甲方共同的任務。
Yu&Hong Pavilion is a local roast duck catering brand in Luzhou. Which started in 1999, it has been in business for twenty-five years as the cornerstone of Luzhou's popular catering furthermore It has been getting great reviews. Affordable prices and generous portion sizes have gained long-lasting business and a high reputation, but they have also limited the customers' perceptions of it.Therefore, it was a common task for us and owner of Yu&Hong Pavilion to find a more suitable brand positioning for this brand by showing how the additional shops would look like.
眾所周知，簡璞于2015年成立于瀘州。同年，簡璞為裕紅閣設計了他們的第二家門店（至此共三家門店），距今，也已經是十年前的事情了。十年的時間，裕紅閣需要一份新答卷去正名。于簡璞，十年的再次回眸，同樣意義非凡。
As we all know, Jsd was founded in Luzhou in 2015.In the same year Jsd designed the second shop for Yu&Hong Pavilion (a total of three shops to date), ten years ago. After ten years Yu&Hong Pavilion needs a new look. For Jsd, the reunion after ten years is very meaningful.
立場
作為一家老字號的大眾餐飲品牌，裕紅閣25年不變的宗旨便是，堅持果木烤鴨、堅持烤鴨不隔夜、堅持所有糕點全自做、堅持所有菜品現做現炒的方式，并且拒絕一切預制菜的宗旨，便是其對于消費者，對于餐飲行業，也是對于自身團隊安身立命的立場與準則。As a popular catering brand with a long history Yu&Hong Pavilion has remained unchanged for 25 years by insisting on roasted duck with fruit wood, no leftover roasted duck, making its own pastries and all dishes are freshly cooked, no pre-made dishes.It is for the consumer, for the catering industry and also for their own position and code of conduct.
所以，“實在”是我對其品牌的理解與定義。但“實在”并非就等同于低端與市井。而我，更希望它在兼顧友善與溫度的同時，除了給到消費者菜品的“實在”體驗外，更有就餐環境的“實在”體現。我們甚至可以理解為，這是在滿足物質訴求前提下的一次，關于情感的升華。畢竟那些追隨裕紅閣長達二十五年的忠實食客們，誰又不愿意它越來越好呢？
Therefore, ‘authenticate’ is my understanding and definition of its brand. But ‘authenticate’ is not the same as low-end and cheap. I hope that it will not only give consumers a ‘authenticate’ experience in terms of food, but also a ‘authenticate’ dining environment, while taking into account the friendliness and atmosphere. We can understand that this is the sublimation of emotions under the premise of satisfying customers demands. After all, those loyal fans who have been following Yu&Hong Pavilion for as long as twenty-five years, who wouldn't want it to get better and better?
而我們，也仍然需要確定好自己的立場。一個“作品”的好壞，不僅僅是為了一個視覺的結果，更不需要一個設計行業的獎項來正名。我們為運營方服務，我們應該滿足其真實的訴求，我們也應該尊重在地市場的人文環境，更應該尊重和理解消費者，他們在就餐訴求中所在意的點滴。But we also still need to define our position, a‘project’good or bad isn't important. It's not all about the visuals and we don't need a design industry award to prove it. We serve the operator and we should fulfil its real demands,reasonable inputs and outputs; all the more reason to respect and understand the consumer, the little things they care about in their dining aspirations.
Respect
首先尊重的，應該是品牌。
Firstly we should respect the brand.
空間的布局、動線的設定、甚至桌椅的大小、服務臺的高低等等便是空間的骨架，我們應先行消化品牌方的訴求與建議，并通過專業的設計手段將其重組。這，不是設計方憑借一己之力就能解決的問題。因為再強的設計師，也永遠沒有“真正的經營者、使用者”更懂他們自己的習慣與流程。The layout of the space, the setting of the space, even the size of the tables and chairs, the height of the service counters and so on are the skeleton of the space, we should first deal with the demands and suggestions of the brand, and reorganise them through professional design. This is not a problem that can be solved by designers alone. The strongest designers will never understand their own habits and processes better than the real operators and users.
當空間的骨架得以搭建，我們便需要尊重品牌的調性，為其找到能夠立足于當下的合理視覺基調。于是，現代、簡約的東方主題被確定了下來，這無疑是跟品牌基調、餐飲類型極度契合的。同時，一些更為年輕化的處理手法及材質運用，也在為品牌的迭代、新鮮血液的融入，打下一絲絲伏筆。
Once we had built the skeleton of the space, we needed to respect the brand's tone and find the right visual tone for it. As a result, a modern, minimalist oriental theme was established which undoubtedly matches the tone of the brand. At the same time, some more modern treatments and use of materials are also laying the foundation for the brand's heritage and the integration of young blood.
其次，我們尊重在地，尊重瀘州。
世俗，常常通過地域經濟地位的高低，將各個城市劃分為三六九等。于是，設計師們也常常通過這一準則，把設計費用的高低、城市地位的高低、甲方投入的高低與設計的標準和深度畫上等號。
Secondly, we respect the locality and Luzhou.Secularly, cities are often classified by their geographical and economic status. Thus, designers also match the level of design cost, city status, and the owner of Yu&Hong Pavilion input with the standard of design in the same way.
但簡璞，從不這么認為。在我們的認知體系里，只有我們愿意做的設計，和無法達成合作的設計。所以，每一個設計任務，我們都應該去做足充分的準備，了解到真實的在地訴求，為其找到最為合理的解決方案。這本身，也是商業項目里最需要解決的核心問題。我們要清楚的知道，一座城市的認知與習慣，不可能通過一個小型商業空間的設計，就發生根本性的改變與普及。But Jsd never thought so, In our perception there are only some designs we are willing to do and some collaborations we can't make. Therefore, for every design task we should be prepared to understand the real demands and find the most reasonable solutions for them .This is the core issue that needs to be addressed in commercial projects.We need to be clear that a city's perceptions and habits cannot be fundamentally changed and popularised through the design of a small commercial space.
最后，是對消費者的尊重。
前面我們已經提到，裕紅閣的高性價比，造就了其親民的客群定位。再加上瀘州四線城市的經濟地位。裕紅閣的客單標準在大眾點評上，約為一百二十元每人的餐標。Finally, there is respect for the consumer.As we have already mentioned, the high cost performance of Yu&Hong Pavilion has contributed to its high positioning in the community. Because of the economic situation in Luzhou's fourth-tier city. Yu&Hong Pavilion's price per guest in the Dazhong Dianping, per capita does not exceed one hundred and twenty yuan.
那么擺在我們面前的問題便是，如何通過合理的裝修成本投入，讓環境更加具備高級感、儀式感、新鮮感的同時，讓人均不足一百多的消費者得到最大的尊重。并且，又不能因為過高的環境定位，失去了原本的品牌、空間友善感。
So the problem we need to solve is how to make the environment give a sense of high class, ceremony and freshness through reasonable investment in renovation cost and at the same time, let the consumers who are less than one hundred per capita get the greatest respect and we can't lose the original branding and space friendliness by over-compensate the environment.
Manifestation
So the brand definition of ‘authenticate’ will be reflected in the space design.
好的就餐環境一定具備高級感、儀式感，以及精致性。但這并不等同于高昂的投入、昂貴的材料、以及高高在上的姿態。所以，我們盡量運用最為常見的材質，通過更為講究的配色、更為合理的尺度、以及實實在在的工藝標準，為其營造出一個既在意料之中，又在意料之外的就餐環境。A good dining environment must have a sense of sophistication, ceremony and refinement. But that doesn't mean high investment, expensive materials or arrogant gestures.Therefore, we try to use the most common materials through a more unique colour scheme, more reasonable scale and cost-effective standards of workmanship to create a dining environment that is both expected and unexpected.
因為，在此類項目的設計中，我們并不執著于創新與不同。而是，用心。
Because, in the design of such projects, we are not obsessed with innovation and difference. Rather, it's all about heart.
項目信息
Information
━
Project Name：Yu&Hong Pavilion Skyscape RestaurantProject Location：Luzhou ，ChinaDesign Team:JSD，Weihuan，Zengweiwei
