阿亲家｜品牌升级案例

阿亲家｜品牌升级案例

Apa Family | Brand Upgrade Case

项目背景：一次从知名到信赖的品牌进阶阿亲家作为深耕本土市场的自助烤肉品牌，凭借高质价比与丰富产品矩阵，已建立稳定的消费者认知。双方合作始于4.0版本，以回龙湾店为样板，完成品牌视觉体系的初步梳理。 但当品牌进入增长新阶段，仅靠“好吃”“丰富”已难以支撑持续突破。消费者选择烤肉品牌时，真正关注的核心问题是：这家店，是否值得放心选择？ 基于这一洞察，阿亲家开启4.5版本全面升级，并以时代天街店作为战略落地样板。从视觉更新，到品牌定位重塑，完成一次从“被认识”到“被信赖”的进阶。

核心洞察：从产品竞争，走向信任竞争阿亲家已经具备头部品牌基础，下一阶段需要建立更强的品类占位。 消费者对烤肉的核心需求，不只是美味与丰富，更是对食材、品质和标准的安心感。 因此，4.5版本确立核心战略： 以“放心”为品牌原点，打造“放心烤肉”的品类认知。 让消费者想到放心烤肉，就想到阿亲家。

策略执行：让“放心”从概念变成体验 围绕“放心”这一核心资产，品牌建立了一套完整的表达体系。

品牌广告语：“吃放心烤肉，就到阿亲家”

通过直白、易传播的语言，将“放心”与品牌形成强关联。

主题传播：“放心，不止烤肉”将“放心”从产品承诺提升为品牌态度，延展至服务、环境与消费体验。

产品表达：重新梳理产品产地、食材卖点与价值信息，让每一份食材都有来源、有标准、有依据。

空间表达：用真诚设计传递品牌温度空间升级摒弃复杂装饰与过度设计，以简单、童趣、真诚的视觉语言拉近品牌与消费者的距离。 从门头、墙面、菜单到档口，每一个触点都围绕“放心”展开，让品牌承诺从一句话，转化为顾客进店后的真实感受。 时代天街店的落地，实现了从战略定位到消费体验的完整闭环。

升级价值：从传播口号到品牌信任资产阿亲家4.5升级的价值，不只是一次视觉焕新，而是一次品牌底层逻辑的重构：从关注“我们有什么”，转向思考“我们为消费者守护什么”。 当行业仍在竞争价格与产品数量时，阿亲家选择以“放心”建立更高维度的品牌差异，用确定性的品质承诺回应消费者需求。 这，才是一个国民级烤肉品牌持续向上的力量。

Project Background: A journey from a well-known brand to a trusted one 

A-Ping's family, as a self-service barbecue brand deeply rooted in the local market, has established a stable consumer perception through its high-quality-price ratio and rich product lineup.

The cooperation between the two parties began in version 4.0, using the Huilongwan store as a model to complete the initial sorting out of the brand's visual system.

However, when the brand entered a new growth stage, merely relying on "delicious" and "rich" was no longer sufficient to support continuous breakthroughs. When consumers choose a

 barbecue brand, the core issue they truly focus on is: Is this store worth choosing with confidence?Based on this insight, A-Ping's family initiated version 4.5 comprehensive upgrade and used the Times Square store as a strategic implementation model. From visual updates to brand 

positioning reformation, it completed an advancement from "being recognized" to "being trusted". 

Core Insight: Transition from Product Competition to Trust Competition 

Our family business already has a solid foundation in the brand sector. The next step is to establish a stronger position in the product categories.

The core demand of consumers for grilled meat is not just about taste and variety, but also about the sense of security regarding the ingredients, quality and standards.

Therefore, in version 4.5, we have established the core strategy:Taking "reliability" as the starting point of the brand, we will create the category perception of "reliable grilled meat".

So that when consumers think of reliable grilled meat, they will think of our family business. 

Strategy Execution: Transform "Relaxation" from an Idea into an Experience 

Centered around the core asset of "confidence", the brand has established a complete set of expression systems. 

Brand advertising slogan:

"Enjoy safe barbecue at Aqin's place"

Through straightforward and easily communicable language, it establishes a strong connection between "safety" and the brand. 

Theme Communication:

"Relax, It's More Than Just Barbecue"

Shift "relaxing" from a product promise to a brand attitude, extending it to services, the environment, and the consumer experience. 

Product description:

Reorganize the information about the product's origin, the selling points of the ingredients, and their value, ensuring that each ingredient has a source, standards, and basis. 

Space Expression: Using sincere design to convey the brand's warmth

Space upgrade eliminates complex decorations and excessive designs, using simple, childlike, and sincere visual language to bring the brand closer to consumers.

From the storefront, walls, menus to counters, every touchpoint revolves around "trust". This enables the brand's promise to be transformed from a single sentence into the actual

 experience of customers when they enter the store.

The opening of the Times Square store has achieved a complete closed loop from strategic positioning to consumption experience. 

Upgrade Value: From Advertising Slogans to Brand Trust Assets

The upgrade value of Aqin Family 4.5 is not merely a visual makeover, but a reconfiguration of the brand's underlying logic:

From focusing on "what we have", it shifts to contemplating "what we protect for consumers".

While the industry is still competing on prices and product quantity, Aqin Family chooses to establish brand differences at a higher level by "reassurance", and responds to consumers'

 demands with a definite quality commitment.

This is the driving force for a national-level barbecue brand to continue to rise.