品牌视觉全案设计 |刘国涛老杂酱品牌升级

刘国涛老杂酱｜品牌升级案例

Liu Guotao Old-Style Chili Sauce | Brand Upgrade Case Study

一家开了40多年的老店，为什么还需要品牌升级？ 

因为我们发现一个现实问题： 

老顾客知道，年轻人不来； 

味道有传承，品牌没表达； 

品类有优势，品牌没占位。 

对于刘国涛老杂酱来说，最大的挑战不是产品，而是如何让一份陪伴了万州几代人的味道，

继续被下一代人喜欢。 

因此，本次升级的核心目标不是简单换形象，而是重新回答一个问题： 

如何让刘国涛老杂酱成为万州杂酱面文化的代表品牌。

经过深入调研，我们发现，刘国涛最珍贵的资产并不是40年的历史，而是40年来积累的顾客信任。 

顾客复购不是因为便宜，也不是因为营销活动。 

而是因为40年来，它始终专注做好一件事： 把杂酱做好。 

于是我们提炼出品牌核心主张： 

没什么特色，逗是小时候的味道。 

这不是一句广告语。 

而是对品牌价值最准确的表达。 

因为真正的老味道，不需要追逐流行，也无需刻意制造特色。 

它代表的是一份熟悉、一份安心，更是一代万州人的共同味觉记忆。 

围绕这一价值主张，我们重新构建品牌的感知体系。 

在产品层面，让顾客“尝到不变”。 

坚持当天新鲜采购，坚持匠心炒制，坚持不加科技狠活，用40年的稳定品质兑现“小时候的味道”。 在空间层面，让顾客“感到熟悉”。 

通过老照片、老街景、品牌故事以及开放式厨房设计，让顾客进入门店的第一时间，就能感受到属于万州人的共同记忆。 

在传播层面，让顾客“分享记忆”。 

我们不再强调产品功能，而是围绕“我和这碗面的故事”建立沟通，让顾客成为品牌故事的讲述者。 

这次升级的本质，不是把刘国涛打造成一个网红品牌。 

而是让一家40年的老店，重新成为年轻人愿意走进来、老顾客愿意带朋友来的品牌。 

因为对于万州人来说， 

刘国涛老杂酱卖的不只是一碗面。 

卖的是40年的坚持、三代人的记忆，以及一座城市共同拥有的味道。 

未来，我们希望提起万州杂酱面，人们会想到刘国涛老杂酱； 

提起刘国涛老杂酱，人们会想起一句话： 

没什么特色，逗是小时候的味道。

Why does a store that has been in operation for over 40 years still need a brand upgrade? 

Because we have identified a real problem: 

Regular customers know that the young people don't come. 

The taste is passed down, but the brand is not expressed. 

The product category has an advantage, but the brand has not taken its rightful position. 

For Liu Guotao, the veteran sauce maker, the biggest challenge is not the product itself, but rather how to preserve the flavor that has been enjoyed by generations of people in Wanzhou. 

Continue to be liked by the next generation. 

Therefore, the core objective of this upgrade is not merely to change the appearance, but to re-answer a question: 

How to make Liu Guotao's "Old Sauce" become the representative brand of Wanzhou's noodle sauce culture. 

After conducting in-depth research, we discovered that Liu Guotao's most valuable asset is not his 40-year history, but the trust of his customers that has been accumulated over those 40 years. 

Customer repeat purchases are not due to the price being low, nor are they caused by marketing campaigns. 

Rather, it is because over the past 40 years, it has always focused on doing one thing well: making the sauce delicious. 

So we distilled the core proposition of the brand: 

It has no special features. It's just the taste of childhood. 

This is not an advertising slogan. 

Rather, it is the most accurate expression of the brand value. 

Because the true essence of old flavors doesn't require chasing after trends or deliberately creating uniqueness. 

It represents a sense of familiarity, a feeling of security, and is also the collective taste memory of all Wanzhou people. 

Based on this value proposition, we have restructured the perception system of the brand. 

At the product level, enable customers to "taste constancy". 

Adhere to fresh procurement on the same day, insist on meticulous cooking, and avoid using any cutting-edge tricks. With 40 years of stable quality, we deliver the "taste of childhood". In terms of the spatial aspect, make customers "feel familiar". 

Through old photos, old street scenes, brand stories, and open kitchen designs, when customers enter the store, they can immediately feel the shared memories of the people of Wanzhou. 

At the level of communication, encourage customers to "share their memories". 

We no longer focus on the product's functions. Instead, we establish communication around "My Story with This Bowl of Noodles", allowing customers to become the narrators of the brand's story. 

The essence of this upgrade is not to turn Liu Guotao into a popular brand. 

Instead, it aims to transform a 40-year-old store into a brand that young people are willing to visit and that regular customers are willing to bring their friends to. 

Because for people of Wanzhou, 

Liu Guotao's "Old Sauce Noodles" don't merely sell a bowl of noodles. 

What is being sold is 40 years of dedication, the memories of three generations, and the unique flavor shared by the entire city. 

In the future, when people mention Wanzhou Mian (a type of noodle), they will think of Mr. Liu Guotao's old-style mian soups. 

When mentioning Liu Guotao's old soy sauce, people will recall a sentence: 

It has no special features. It's just the taste of childhood.