阿亲家 | 4.0品牌升级案例

阿亲家 | 4.0品牌升级案例

Uncle's Family | 4.0 Brand Upgrade Case

从“烤肉”到“烤肉+烘焙”：阿亲家4.0品牌升级案例

一、项目背景：找到“差点意思”背后的真正原因

接到阿亲家4.0升级需求时，甲方已经有过几版设计方案。从视觉层面看，每一版都有各自的亮点，但甲方总觉得还差点意思——具体差在哪里，一时又说不上来。

通过深入沟通，问题逐渐清晰了：本次升级的真正重心，是产品结构发生了变化。烘焙品类被正式纳入阿亲家的产品矩阵。不是设计的问题，而是重点表现“这次升级到底在升什么”。

二、核心洞察：抓住年轻人的“打卡心”，才能抓住增量

烘焙，是当下年轻人最具消费热情和打卡欲望的品类之一。这意味着阿亲家4.0需要完成一次品牌感知层面的刷新——从“一家烤肉很好吃的自助餐厅”，升级为“烤肉和烘焙都值得专程来吃”

的双品类品牌。

我们的设计目标不是单纯展示“我们有什么”，而是回答一个更本质的问题：如何让年轻人仅仅通过画面和文字，就产生“我想试试”的冲动？

三、广告语定调：八个字，完成品牌认知的平稳过渡

基于本次升级的核心变化，我们提出了广告语：

“烤肉好吃，烘焙更绝。”

前半句“烤肉好吃”，是对阿亲家既有品牌优势的延续与确认，给老顾客以确定性。后半句“烘焙更绝”，则精准释放了新信息——我们的烘焙不是凑数，而是值得专程来吃的惊喜。八个字，

完成品牌认知的平稳过渡与新卖点的强势输出。

四、产品文案包装：让每一款产品都有自己的“语言钉”

广告语解决了“让人进店”的问题，而让消费者在店里产生“我要拿这个”的欲望，需要针对重点产品进行文案包装。我们围绕每款产品的独特卖点，用年轻化、口语化的表达，让产品自己会

说话：

布蕾蛋糕奶茶：

“奶茶里真有蛋糕”——不是奶茶味蛋糕，是奶茶里加了一块真蛋糕。一句话讲清楚差异化，制造好奇心。

水果牛肉拌肉：

“牛肉里吃出果香”——水果腌制，果香入肉。打破“烤肉只有肉味”的认知，创造新的味觉联想。

羽衣甘蓝蔬果汁：

“烤肉必备，解腻神水”——用年轻人熟悉的网络语言，直接给出消费场景和解决方案。

西瓜：

“宁夏来的瓜王”——产地即品质背书，一个“王”字建立起品类内的绝对自信。

······

五、设计表达：画面与文案的协同叙事

在视觉呈现上，我们放弃了传统餐饮设计“大而全”的产品堆砌方式，转而采用产品+文案点睛的组合手法。让画面聚焦产品本身的质感，让文案以轻巧的方式“翻译”卖点，两者叠加，形成

“看一眼就记住，读一遍就想吃”的传播效果。设计语言整体保持年轻、干净、有食欲，与阿亲家一贯的亲民、真诚的品牌调性保持一致。

六、升级价值：一次产品升级驱动的品牌认知刷新

此次4.0版本升级的意义，不仅在于完成了烘焙品类的视觉落地，更在于与阿亲家一起完成了一次品牌认知的扩展——从“烤肉专门店”走向“烤肉+烘焙双品类品牌”。当行业仍停留在品类固

化的竞争逻辑中时，阿亲家用一次精准的产品升级和设计表达，向市场传递了一个明确的信号：我在变，我在变得更好。

这，才是年轻人愿意反复走进一家餐厅的理由。

From "Barbecue" to "Barbecue + Baking": A Case Study of Brand Upgrade for Ahxian Family 4.0 

I. Project Background: Discovering the True Reason Behind the "Almost" Expression 

When receiving the 4.0 upgrade requirements from the client's family, Party A had already developed several design schemes. From a visual perspective, each version had its own

 unique features, but Party A still felt that it was lacking something - exactly what was lacking, they couldn't put their finger on at that moment. 

Through in-depth communication, the issue became clearer: The true focus of this upgrade is that the product structure has changed. The baking category has been officially 

incorporated into the product matrix of Apin Family. It's not a design issue; rather, it's about highlighting "what exactly is being upgraded this time". 

II. Key Insight: To capture the growth potential, one must tap into the "check-in mentality" of young people. 

Baking is one of the categories that currently holds the greatest enthusiasm and desire for visits among young people. This implies that Aqin Family 4.0 needs to undergo a brand 

perception refresh - from being "a self-service restaurant with delicious grilled meat" to a dual-category brand that "both grilled meat and baking are worth coming to taste for a 

special occasion". 

Our design objective is not merely to showcase "what we have", but to address a more fundamental question: How can we make young people, simply through the images and text,

 feel the urge to "give it a try"? 

III. Advertising slogan formulation: Eight words, facilitating a smooth transition in brand recognition 

Based on the core changes of this upgrade, we have proposed the following advertising slogan: 

"The grilled meat is delicious, and the baking is even more amazing." 

The first half, "The grilled meat is delicious", continues and confirms the existing brand advantages of our family, providing certainty to our regular customers. The second half, "The

baking is even more amazing", precisely conveys the new information - our baking is not just a formality, but a delightful surprise worth coming specifically to enjoy. These eight words 

complete a smooth transition in brand recognition and a powerful presentation of the new selling point. 

IV. Product Copywriting Packaging: Give each product its own "language tag" 

The advertising slogan solves the problem of "getting people to enter the store", but to make consumers have the desire to "take this", it is necessary to conduct copywriting packaging 

for key products. We focus on the unique selling points of each product and use youthful and colloquial expressions to make the products themselves speak: 

Bree Cake Milk Tea: 

"There's actually a cake in the milk tea" - Not a cake-flavored milk tea, but a piece of real cake has been added to the milk tea. One sentence can clearly convey the difference and create 

curiosity. 

Fruit and beef mixed meat: 

"Detecting fruit aroma in the beef" - By fermenting fruits, the fruit fragrance penetrates the meat. This breaks the notion that "barbecue can only have meat flavor" and creates new taste 

associations. 

Kale vegetable juice: 

"Essential for barbecues, the perfect remedy for greasiness" - Using the common internet language among young people, it directly presents the consumption scenario and the solution. 

Watermelon: 

"The King of Melons from Ningxia" - The place of origin serves as a guarantee of quality. The presence of the word "King" establishes an absolute sense of confidence within the category. 

······

V. Design Expression: Synergistic Narrative of Images and Copywriting 

In terms of visual presentation, we abandoned the traditional catering design approach of "stacking a variety of products" and instead adopted a combination method of products and 

descriptive text to highlight the selling points. The focus is on the texture of the products in the picture, and the descriptive text is presented in a concise way to "translate" the selling 

points. 

The combination of the two creates a communication effect of "remembering at a glance and wanting to eat after reading once". The overall design language remains youthful, clean,

 and appetizing, consistent with the friendly and sincere brand style of the parent company. 

VI. Upgrade Value: A single product upgrade leads to a refreshing of brand perception 

The significance of this 4.0 version upgrade lies not only in the completion of the visual implementation of the baking category, but also in the expansion of brand recognition achieved

 together with Apin Family - from a "specialty barbecue restaurant" to a "barbecue + baking dual-category brand". When the industry is still stuck in the competitive logic of category 

fixation, Apin Family, through a precise product upgrade and design expression, sent a clear signal to the market: I am changing, and I am getting better. 

This is precisely the reason why young people are willing to repeatedly visit a certain restaurant.