三旋供應鏈

行業背景

三旋供應鏈，創建于2017年中(zhōng)國(guó)成都，火鍋的發源地。三旋作(zuò)為(wèi)TOP10火鍋品牌餐品定制的服務(wù)商(shāng)，目前在中(zhōng)國(guó)已為(wèi)超過5000家火鍋品牌門店(diàn)提供一站式菜品服務(wù)，被行業評選為(wèi)“中(zhōng)國(guó)餐飲百強供應鏈企業”。

Industry Context

SANXUAN Supply Chain, established in 2017 in Chengdu, China, the birthplace of hot pot, has served as a one-stop dish provider for more than 5,000 hot pot brand stores in China and was named "China's top 100 restaurant supply chain companies" by the industry. SANXUA is a Top 10 hot pot brand meal customization service provider.

挑戰

在中(zhōng)國(guó)餐飲快速品牌化的今天，源自于成都的火鍋餐飲品牌遍布中(zhōng)國(guó)大街(jiē)小(xiǎo)巷，為(wèi)了快速搶占市場，他(tā)們需要像三旋供應鏈一樣的食品供應鏈企業，幫助他(tā)們研發更美味、更便于制作(zuò)、更快送達的菜品。在新(xīn)的機遇面前，三旋發展迅速，但随着公(gōng)司規模的不斷發展，三旋逐漸意識到：對火鍋品牌來說，雖然物(wù)流履約能(néng)力很(hěn)重要，但“食品品質(zhì)”同樣重要，在這個領域三旋具(jù)有(yǒu)自身的獨特優勢。為(wèi)了能(néng)讓客戶感知到，三旋希望通過全新(xīn)的視覺形象向他(tā)們展示三旋供應鏈在食品研發、品質(zhì)把控、生産(chǎn)制造、物(wù)流運輸等多(duō)種優勢為(wèi)一身的一站式服務(wù)能(néng)力，更好的助力餐飲品牌快速發展。

Challenge

Hot pot catering brands from Chengdu are widely available on the streets of China in today's quick branding of Chinese catering. They require the assistance of a food supply chain firm like SANXUAN to help them create more delectable, simpler to prepare, and quicker to transport foods in order to quickly seize the market.

SANXUAN expanded quickly in response to new opportunities, but as the company's scale continued to grow, SANXUAN gradually came to the realization that for hot pot brands, while logistics fulfillment capability is important, "food quality" is equally important, and SANXUAN has its own specific advantages in this area. In order to better support the rapid development of restaurant brands, SANXUAN intends to make clients aware of its one-stop service capabilities in food research and development, quality control, manufacturing, logistics, and transportation through a new visual image.

策略

為(wèi)了深刻了解食品供應鏈，我們對三旋的中(zhōng)高層進行了數次訪談以了解三旋目前的行業位置，結合餐飲行業及國(guó)内外競品進行了深度的資料收集及整理(lǐ)，确定了三旋以“品質(zhì)無限”作(zuò)為(wèi)最大的品牌差異點進行視覺表達，并期待三旋以行業領導者的身份，提升餐飲品牌效率的同時，讓消費者吃到更有(yǒu)品質(zhì)的美食。

Strategy

We conducted several interviews with SANXUAN's senior and middle management to understand the company's current industry position, along with the restaurant industry and domestic and international competitors, to gather and organize in-depth information. We came to the conclusion that SANXUAN would use "unlimited quality" as its most distinctive brand feature for visual expression, and we anticipate SANXUAN to be the industry leader to increase the efficacy of the food supply chain.

創意

全新(xīn)的品牌标識由兩個“3”旋轉構成一個無限符号。數字3和中(zhōng)國(guó)漢字的三相對應，可(kě)以增強圖形與漢字之間的關聯，更易識别；而兩個3構成的無限符号，體(tǐ)現了三旋活力無限、成長(cháng)無限的團隊文(wén)化，也呈現出三旋品質(zhì)無限，服務(wù)無限的精(jīng)神追求。我們在顔色上使用(yòng)紅藍雙色代表食品和供應鏈均衡的能(néng)力。

Idea

Two "3" rotate to form an infinite symbol in the new brand logo. The Chinese character "" is echoed by the number "3," which can strengthen the connection between the graphic and the Chinese character and make it simpler to recognize. The infinite symbol created by two 3s also conveys SANXUAN's values of unlimited quality and unlimited service. We use the colors red and blue to symbolize the harmony between the ability of food and the supply chain; the blue arrow represents the supply chain, and the red hue represents food that is delivered to consumers through it.

成果

兼具(jù)“品質(zhì)感”和“服務(wù)感”的全新(xīn)三旋形象于2022年12月對外正式啓用(yòng)，新(xīn)形象揭開了三旋的全新(xīn)篇章，保持足夠行業差異度的同時，引領三旋團隊走向更美好的明天。

Results

In December 2022, SANXUAN's new brand identity—which embodies both "quality" and "service"—was formally unveiled. This new image ushers in a new era for the company and inspires the SANXUAN team to work toward a brighter tomorrow while still retaining a strong level of industry distinctiveness.

始終堅持打造菁英團隊，保持專業

找最棒的人，做最棒的事

Do  The  Best