南皓老大房,品牌创始于1902年。
它将苏帮点心带到上海，结合西式制法，形成海派点心，是海派点心的开创源头之一。
以鲜肉月饼、蝴蝶酥、咸淇淋、牛利等中西式糕点闻名于沪。
但百年历史并不能阻止它在当下中式点心的浪潮中逐渐式微，
如何能让老字号继续成为经典，被当下市场认可，成为本次升级的诉求。
它将苏帮点心带到上海，结合西式制法，形成海派点心，是海派点心的开创源头之一。
以鲜肉月饼、蝴蝶酥、咸淇淋、牛利等中西式糕点闻名于沪。
但百年历史并不能阻止它在当下中式点心的浪潮中逐渐式微，
如何能让老字号继续成为经典，被当下市场认可，成为本次升级的诉求。
当我们面对一个百年品牌的升级时，应该以何种方式来尊重它的过往，又该以何种新的面貌来帮助它承接当代的用户？
我们在查阅文献资料、产品盲测以及和不同年代的用户面对面沟通中，得到了答案：味觉记忆。
它不仅是针对某个产品的味觉记忆，更是许多生活在上海的朋友过往的日常。
我们希望把这份日常留下，用上海点心，来记录上海。
它不仅是针对某个产品的味觉记忆，更是许多生活在上海的朋友过往的日常。
我们希望把这份日常留下，用上海点心，来记录上海。
整体升级，继续传承属于上海的经典，同时根据当代用户的口味和体验需求做出创新，让老与新在店里互相融合。
视觉：提取南皓的汉语拼音 NANHAO，融入拱门、窗花与乌达克建筑的构成特点，摩登经典和当代审美融为一体。
以品牌符号的高识别度为基础，我们采用了多种图形表现手法，来诠释产品的经典、文化与趣味性；
同时将老大房所代表的百年传承，内蕴在印章图形与复古字的笔触里。
空间：在淮海中路 577号的梧桐树下，重铸了一间"上海友人家",品牌的视觉与体验也由此展开。
视觉：提取南皓的汉语拼音 NANHAO，融入拱门、窗花与乌达克建筑的构成特点，摩登经典和当代审美融为一体。
以品牌符号的高识别度为基础，我们采用了多种图形表现手法，来诠释产品的经典、文化与趣味性；
同时将老大房所代表的百年传承，内蕴在印章图形与复古字的笔触里。
空间：在淮海中路 577号的梧桐树下，重铸了一间"上海友人家",品牌的视觉与体验也由此展开。
Nan Hao Laoda Fang, founded in 1902, brought the traditional Su-style dim sum to Shanghai and combined it with Western pastry techniques to create Haipai-style dim sum, which was one of the pioneers of Haipai-style dim sum. It is famous in Shanghai for its fresh meat mooncakes, butterfly pastries, salty cream puffs, and niuli cakes, which are a blend of Chinese and Western pastry styles. However, its century-old history has not prevented it from gradually declining in the current wave of Chinese dim sum. The goal of this upgrade is to help the time-honored brand continue to be recognized by the current market and become a classic.
When we face the upgrade of a century-old brand, how can we respect its past while helping it to connect with contemporary users? Through reviewing literature, blind product testing, and face-to-face communication with users from different age groups, we found the answer: taste memory. It is not only the taste memory of a specific product, but also the daily life memory of many friends who live in Shanghai. We hope to preserve this memory by using Shanghai dim sum to record Shanghai.
The overall upgrade aims to continue to inherit the classic Shanghai style, while also making innovations based on the taste and experiential needs of contemporary users, allowing the old and new to blend together in the store. In terms of visual design, we extracted the Chinese pinyin "NANHAO" of Nan Hao Laoda Fang and integrated its architectural characteristics of arches, window decorations, and Udalek buildings, fusing modern classic and contemporary aesthetics. Based on the high recognition of the brand symbol, we used multiple graphic representation techniques to interpret the classic, cultural, and fun aspects of the products. Meanwhile, the hundred years of heritage represented by Laoda Fang is embodied in the seal graphics and vintage-style typography.
In terms of space design, under the sycamore tree at No. 577 Huaihai Middle Road, we recreated a "Shanghai Friend's House" and launched the brand's visual and experiential upgrades from there.
设计总监 Design Director：姚枭岩
策略总监 Strategy Director：宋少康
空间总监 Director Of Interior Design：谈坤
品牌设计 Branding Design：姚枭岩、荀于珂
品牌策略与文案 Strategy / Copywriter：赵扬、李京达、宋少康
动效设计 Motion Design：Anderson
摄影 Photograph：黍于
视频 Video：Jonathan
策略总监 Strategy Director：宋少康
空间总监 Director Of Interior Design：谈坤
品牌设计 Branding Design：姚枭岩、荀于珂
品牌策略与文案 Strategy / Copywriter：赵扬、李京达、宋少康
动效设计 Motion Design：Anderson
摄影 Photograph：黍于
视频 Video：Jonathan
