|三一创意实验室出品|——苏州淮海街

VIS设计/旅游、酒店、城市形象

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发布于2020-10-14

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SANYI_Lab

广东省  |  深圳市 品牌设计师

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苏州对外经济高速发展的三十年间,淮海街作为日资高地最重要的见证,承载了中日往来的美好。淮海街原名新区商业街,自1994年运营至今已26年。因以日本料理为主,又称日本街。是苏州高新区的一条著名日料商业街,对于生活在苏州的日本人心中,淮海街更是他们远在他乡时心中的慰藉,怀念家时的栖息之地。


淮海街改造项目,从智慧街道和市政管线及设施街道、景观、建筑立面及店招和品牌形象等五大方面,进行全方位设计升级。除商业属性外,它保持了对传统文化的延续传承,是“中日”文化的交糅并存。


品牌形象设计我们从苏州出发,寻找属于苏州和日本印记的元素,以“桂花”、“樱花”、“窗花”和“古币”为线索,苏州市市花“桂花”芳香可食用,喻为味蕾绽放之意;日本国花“樱花”有邀请之意;苏州园林的“窗花”和商业流通的“古币”,融合在淮海街这一苏州新地标,形成淮海街的品牌形象。中国书法传入日本之初,多用碑刻体作招牌,所以我们选用碑刻体为基础做字体设计。品牌色以“靛蓝”为主调,辅以“樱花粉”、“桂香金”。最终形成新生与传统、中日文化交融、鲜活的全新品牌——淮海街。


In the 30 years of Suzhou foreign economy’s rapid development, Huaihai Street as a Japan capital highland, has witnessed a good relationship between China and Japan. Huaihai Street, orignally named New District Commercial Street (新区商业街), has been operated for 26 years since 1994. Mainly offering Japanese cuisine, it’s also called Japan Street, a famous Japanese cuisine street in Suzhou Gaoxin District.  To the Japanese who live in Suzhou, Huaihai Street is the cozy habitat during nostalgia.


The renonvation of Huaihai Street consists of five aspects: from smart street and municipal pipeline/facility street, to landscape, building façade, shop signboard and branding image. Besides its commercial attribute, Huaihai street keeps and extends the meaning of traditional culture as a combination of Chinese and Japanese culture.


Searching through Suzhou, we identified those marks of Suzhou and Japan such as osmanthus,sakura, window grilleand ancient coin.  Osmanthusas Suzhou's city flower, expiring fragrance and eatable, have the meaning of ‘blooming taste buds', while Japan’s national flower, Sakura, have the meaning of inviting, along with Suzhou gardens’ window grille met with ancient coin in business commercial circulation, became integrated in the new brand image of Huaihai Street, the Suzhou new landmark. When Chinese calligraphy was introduced to Japan, the format of inscription was mostly used for shop signboard, therefore we chose it as the foundation for font design.  Indigo is the primary color, with Sakura Pink and Osmanthus Gold supplementary. Together it became a vivid new brand being a mix of new born and tradition, Chinese and Japanese culture —— Huaihai Street.

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广东省  |  深圳市 品牌设计师

SANYI (Creativity) Lab was founded in Shenzhen,Guangdong,China, by Tao & Lulu in the year of 2013…

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