Moto Kitchen｜打造杭州料理面包头牌
近年来，烘焙行业的竞争愈发激烈，在面对百花齐放的视觉竞争环境下，品牌如何树立并彰显自身品牌独特价值，成为突围的关键。
Moto Kitchen是红跑车旗下子品牌，在产品研发、产品独特价值的专研上拥有显著优势。
在品牌塑造过程中，我们聚焦品牌本身打造差异化，结合MOTO的品牌调性与品牌力，提出全新的品牌理念，将世界各地的料理精髓与面包技艺结合，突破传统烘焙品牌的审美风格，完美演绎创旧美学，赋能品牌进一步的传播与识别。
在品牌塑造过程中，我们聚焦品牌本身打造差异化，结合MOTO的品牌调性与品牌力，提出全新的品牌理念，将世界各地的料理精髓与面包技艺结合，突破传统烘焙品牌的审美风格，完美演绎创旧美学，赋能品牌进一步的传播与识别。
Moto Kitchen｜Building the leading brand of Hangzhou cuisine and bread
In recent years, the competition in the baking industry has become increasingly fierce. In the face of a flourishing visual competition environment, how brands can establish and demonstrate their own unique brand value has become the key to breaking through.
Moto Kitchen is a sub-brand of Red Sports Car, and has significant advantages in product research and development and the research of unique product value.
In the process of brand building, we focus on creating differentiation for the brand itself, combining the brand tone and brand power of MOTO, and proposing a new brand concept, combining the essence of cuisine from all over the world with bread skills, breaking through the aesthetic style of traditional baking brands, perfectly interpreting the old aesthetics, and enabling further dissemination and recognition of the brand.
In the process of brand building, we focus on creating differentiation for the brand itself, combining the brand tone and brand power of MOTO, and proposing a new brand concept, combining the essence of cuisine from all over the world with bread skills, breaking through the aesthetic style of traditional baking brands, perfectly interpreting the old aesthetics, and enabling further dissemination and recognition of the brand.
MOTO もと的谐音，起源、根本
MOTO IS THE HOMONYM OF もと, THE ORIGIN AND ROOT
Moto，在日语中与「もと」谐音，意为“起源”或“根本”。这代表品牌对美食的初心与追求。我们相信，回归食物的本源才能创造出最纯粹的味道。通过将料理的精髓与世界主流面包技艺融合，我们致力于将这份对美食的热爱传递给每一位顾客。
Moto, which sounds the same as "もと" in Japanese, means "origin" or "root". This represents the brand's original intention and pursuit of food. We believe that returning to the origin of food can create the purest taste. By integrating the essence of cooking with the world's mainstream bread techniques, we are committed to passing on this love of food to every customer.
致良知 心即理
TO THE CONSCIENCE, THE HEART IS THE REASON
Moto Kitchen 源于日本料理面包，然而在文化层面深受中国哲学的深刻影响。我们将世界主流的面包技艺与料理的精髓相融合，从而打造出独特的跨文化美食体验。该品牌秉持 “致良知” 与 “心即理” 的理念，致力于追求内在品质与外在表达的和谐共融。
Moto Kitchen originated from Japanese cuisine and bread, but is deeply influenced by Chinese philosophy at the cultural level. We combine the world's mainstream bread making techniques with the essence of cuisine to create a unique cross-cultural food experience. The brand adheres to the concepts of "conscience" and "heart is reason", and is committed to pursuing the harmonious integration of inner quality and outer expression.
源本自然
NATURAL ORIGIN
“源” 有源头、根源的意思。“本” 也有根本、基础的意思。所以 “源本” 强调事物最初的、最根本的来源。“自然” 指代自然界，包括山川、河流、动植物等所有自然存在的事物，也包含自然规律，如四季更替、昼夜循环等。整体而言，“源本自然” 就是说事物的根源是来自于自然，或者应该遵循自然的规律。
"Source" means the source or the origin. "Ben" also means the basis or the foundation. Therefore, "source" emphasizes the initial and most fundamental source of things. "Nature" refers to the natural world, including mountains, rivers, animals, plants and all other naturally existing things, and also includes natural laws, such as the changing of seasons, the cycle of day and night, etc. Overall, "source and nature" means that the root of things comes from nature, or should follow the laws of nature.
源本自然 尊重自然规律，回归事物本源，以天然材质与纯粹工艺，传递真实与和谐美。
极致融合 将文化与技艺交织，赋予每一款产品深度与平衡，让多元风味焕发新的生命力。
一味一心 以匠心打造层次丰富的味道，每一口都蕴藏用心与创造，展现独特且充满想象力的美味体验。
极致融合 将文化与技艺交织，赋予每一款产品深度与平衡，让多元风味焕发新的生命力。
一味一心 以匠心打造层次丰富的味道，每一口都蕴藏用心与创造，展现独特且充满想象力的美味体验。
三者异形，各具本质，却在和谐中相融，共同构成完整的圆形。圆形不仅象征着包容与平衡，更承载了多元理念交汇后的统一与圆满。
每一部分都遵循其内在的本质与规律，而相互间的连接则展现出自然与文化的深层融合。
每一部分都遵循其内在的本质与规律，而相互间的连接则展现出自然与文化的深层融合。
Origin of Nature Respect the laws of nature, return to the origin of things, and use natural materials and pure craftsmanship to convey the truth and harmonious beauty.Ultimate Fusion Interweave culture and skills, give each product depth and balance, and let the diverse flavors glow with new vitality.
One Taste One Heart Create a rich taste with craftsmanship, and every bite contains care and creativity, showing a unique and imaginative delicious experience.
One Taste One Heart Create a rich taste with craftsmanship, and every bite contains care and creativity, showing a unique and imaginative delicious experience.
The three are different in shape, each with its own essence, but they blend in harmony and form a complete circle together. The circle not only symbolizes tolerance and balance, but also carries the unity and perfection after the intersection of multiple concepts. Each part follows its inherent essence and laws, and the connection between them shows the deep integration of nature and culture.
作为品牌英文名称logo呈现的一部分，也是我们在设计初已有的一个设计元素，因为我们品牌的特殊性和包容度，我们打破本身的规范标准，使其在一定辨识度的情况下，自由变换组合，成为我们品牌的辅助图形。
As part of the presentation of the brand's English name logo, it is also a design element we had at the beginning of the design. Due to the particularity and inclusiveness of our brand, we broke its own norms and standards, allowing it to be freely transformed and combined while having a certain degree of recognition, becoming an auxiliary graphic of our brand.
料理面包&极致融合
COOKING BREAD & ULTIMATE FUSION
面包:工艺的传承 料理面包由拥有丰富经验的日本师傅亲手制作，每一款都承载着正宗的工艺传承。坚守“当天面粉，当天制作”的原则，确保每款面包的新鲜与品质。在选材上，精选天然酵母、优质面粉及天然食材，每一口面包都蕴含着匠人的精心雕琢与独特风味。
料理:极致的融合 我们将世界各地的经典料理元素融入面包，创造出独具一格的风味组合。这不仅仅是对味觉的探索，更是对不同美食文化的全新演绎与创新，给顾客带来别具一格的美食体验。
Bread: The inheritance of craftsmanship The cooking bread is made by experienced Japanese chefs, and each one carries the authentic craftsmanship inheritance. Adhering to the principle of "flour from the same day, made on the same day", we ensure the freshness and quality of each bread. In terms of material selection, we select natural yeast, high-quality flour and natural ingredients. Every bite of bread contains the craftsman's careful craftsmanship and unique flavor.
Cooking: The ultimate fusion We incorporate classic cooking elements from all over the world into bread to create a unique flavor combination. This is not only an exploration of taste, but also a new interpretation and innovation of different food cultures, bringing customers a unique food experience.
创旧美学
CREATING OLD AESTHETICS
类似纸质胶带的设计呈现语言是源自空间理念中的创旧美学。
在品牌空间的布置中，创旧美学通过巧妙结合传统与现代，展现出内在理念与外在表达的和谐统一。
老家具经过精心修饰，赋予空间历史感与温暖。每个细节都经过深思熟虑，既承载了文化深度，又通过现代手法实现内外一致的平衡，让顾客自然而然地感受到舒适与和谐。
在品牌空间的布置中，创旧美学通过巧妙结合传统与现代，展现出内在理念与外在表达的和谐统一。
老家具经过精心修饰，赋予空间历史感与温暖。每个细节都经过深思熟虑，既承载了文化深度，又通过现代手法实现内外一致的平衡，让顾客自然而然地感受到舒适与和谐。
The selling point of "Shan Shan Buye" lies in its careful selection of raw materials and strict control of quality. It uses Bingbok fresh milk, which is more expensive and tastes better, and uses purification technology to increase the protein content and body. At the same time, it abandons additives such as non-dairy creamer and flavors, focusing on providing a healthier and purer tea drinking experience.
年轻人最爱的日式料理面包
YOUNG PEOPLE'S FAVORITE JAPANESE BREAD
年轻人普遍喜欢甜咸交织的口味，日式料理面包正好满足这一点。如前面提到的照烧鸡肉面包，甜咸的照烧汁与面包的搭配，口感丰富且平衡。而且，日式馅料的细腻质感也符合年轻人对口感精致的要求。
Young people generally like the taste of sweet and salty, and Japanese cooking bread just meets this requirement. For example, the teriyaki chicken bread mentioned above, the combination of sweet and salty teriyaki sauce and bread has a rich and balanced taste. Moreover, the delicate texture of Japanese fillings also meets the young people's requirements for exquisite taste.
