以晋商礼仪 为山西发声
打造长安街上的晋商文化体验馆
杏花堂是一家以山西晋商文化为主题的特色餐厅，创立至今已具备了9家直营门店规模。通过对传统晋商文化的现代演绎，在全国各地获得了消费者的一致赞誉。这一次，随着新店落户，杏花堂首次走进了北京长安街，希望将更纯正的山西文化带给全国各地的更多消费者。借势新店契机，杏花堂携手中创至道对品牌进行了再次升级。在原有的品牌文化基础之上，进行了提炼与调整。我们从传统的角度出发，讲述山西文化。通过对晋商文化进行深入挖掘，以顾客的实际消费动线为基础，再一次诠释了一家现代、时尚、亦尊重传统的山西特色餐厅。
自品牌创立以来，杏花堂进行了多次品牌的调整提升，已经积累了丰厚的品牌文化资产。而随着进入长安街商圈，品牌的目标客群、空间环境、消费市场，都需要进行一些升级。面对变化与经典并存的品牌现状，本次升级主要进行了三个方面的调整。其一，根据新门店面对的市场新环境，我们对品牌进行了重新定位，为品牌制定了全新的经营战略。其二，针对品牌现有经典文化理念进行了梳理，升级，与重新表达。使之与新的门店环境相符合。其三，对地道山西文化再次深挖，将山西美食与山西文化进行了重新融合，用更现代的方式，为消费者提供一场更时尚的山西美食盛宴。
To Jin merchant etiquette, voice for Shanxi
Building a Jinshang Cultural Experience Hall on Chang'an Avenue
Xinghuatang is a characteristic restaurant themed on the culture of Shanxi merchants in the Jin Dynasty. Since its establishment, it has grown to have 9 directly-operated stores. Through the modern interpretation of the traditional culture of Shanxi merchants in the Jin Dynasty, it has received unanimous praise from consumers across the country. This time, with the opening of a new store, Xinghuatang has entered Beijing's Chang'an Avenue for the first time, hoping to bring purer Shanxi culture to more consumers across the country. Taking the opportunity of the new store, Xinghuatang, in collaboration with Zhongchuang Zhidao, has once again upgraded the brand. Based on the original brand culture, refinement and adjustment have been made. Starting from the traditional perspective, we tell the story of Shanxi culture. Through in-depth exploration of the culture of Shanxi merchants in the Jin Dynasty and based on the actual consumption route of customers, it once again interprets a modern, fashionable and traditional-respecting Shanxi characteristic restaurant.
Since the establishment of the brand, Xinghuatang has carried out many brand adjustments and upgrades, and has accumulated rich brand cultural assets. With the entry into the Chang'an Street business district, the brand's target customer base, space environment, and consumer market all need to be upgraded. In the face of the brand status quo where changes and classics coexist, this upgrade has mainly been adjusted in three aspects. First, according to the new market environment faced by the new store, we have repositioned the brand and formulated a new business strategy for the brand. Second, we have sorted out, upgraded, and re-expressed the brand's existing classic cultural concepts. Make it conform to the new store environment. Third, to dig deeper into the authentic Shanxi culture, reintegrate Shanxi cuisine with Shanxi culture, and provide consumers with a more fashionable Shanxi cuisine feast in a more modern way.
多年以来，杏花堂在经营过程中积累了大量的特色文化体验。从产品端的“四大家族菜”，代表四大特色晋商团体。到服务端的茶礼酒礼，象征着晋商文化的待客理念。共计十余种不同仪式与产品，共同组成了杏花堂的品牌体验，可谓十分丰富且复杂。但多年以来，这些有价值的文化符号和特色消费仪式，却从未有过从品牌层面的统一发声，让消费者较难对品牌有统一的认知。我们将这些所有文化符号进行组合，进行统一发声。用“ 尽善尽美晋商 礼茶礼酒礼宴”为主题，将品牌特色进行了高度总结。让每个了解和不了解品牌的客户，都能在第一时间读取到品牌的特色。也让品牌传播更加容易，也让企业特色能成为宣传卖点，被人感知。
Over the years, Xinghuatang has accumulated a wealth of unique cultural experiences in its business operations. From the product side, the "four major family dishes" represent the four distinctive Shanxi merchant groups. The tea and wine ceremony at the service end symbolizes the hospitality concept of Jin merchant culture. A total of more than ten different ceremonies and products together form the brand experience of Xinghuatang, which can be described as very rich and complex. However, over the years, these valuable cultural symbols and characteristic consumption rituals have never had a unified voice at the brand level, making it difficult for consumers to have a unified understanding of the brand.
在品牌形象方面，我们也根据目前潮流趋势，针对杏花堂当前的品牌形象进行多维度调整。一方面，我们对目前品牌标识进行提升与细化，让标志再日常升级中，可以更方便的被应用，塑造更标准的企业形象。另一方面，对品牌的整体色调进行调整，结合市场流行的色彩倾向，对目前的配色方案进行了变化。通过更灵巧的配色，更鲜明的地域标签色，为杏花堂塑造了更容易被人记住的品牌形象。与杏花堂之前的品牌形象相比，传统元素都得到了保留。但给人的视觉感知又进行了升级。既把消费者心目中杏花堂的形象保留了下来，又带来了全新的体验。是我们对于品牌年轻化的又一次尝试。
In terms of brand image, we have also made multidimensional adjustments to Xinghuatang's current brand image based on current trends. On the one hand, we have improved and refined the current brand identity, making it easier to apply and shape a more standardized corporate image in daily upgrades. On the other hand, adjustments have been made to the overall color tone of the brand, and changes have been made to the current color scheme in combination with the popular color trends in the market. By using more clever color schemes and distinct regional label colors, Xinghuatang has created a brand image that is more easily remembered by people.
清徐陈醋，大师的酱，山西味道杏花堂…
结合山西与品牌的特色，我们为杏花堂带来了 醋、酱、粮 三个系列的多款新零售包装
助力品牌的餐后消费体验，再上一个台阶。
Qingxu aged vinegar, master's sauce, Shanxi flavor apricot flower hall...
Combining the characteristics of Shanxi and the brand, we have brought a variety of new retail
packaging in three series of vinegar, sauce and grain to Xinghuatang
To help the brand's after-dinner consumption experience take it to the next level.
在本次品牌升级的过程中，我们总共进行了“守、新、创“三个板块的升级。其一是帮助品牌，梳理了现有的品牌亮点，通过统一表达，统一设计和发声的方式。让更多人了解了杏花堂的特色。其二，是进行现有品牌文化的翻新，保持经典文化点不动，用更现代和时尚的方式对现有文化进行了再次演绎。其三，是为品牌带来全新的内容，建立在对山西文化了解的基础之上。开辟了全新的品牌触点。三管齐下，助力杏花堂走向更高的平台。帮助企业在新的市场环境下，赢得更大的成功。
In the process of brand upgrade, we have upgraded three sections: "Shou, Xin, and Chuang". Firstly, we have helped the brand by sorting out the existing brand highlights, and through unified expression, design, and voice, we have enabled more people to understand the characteristics of Xinghuatang. Secondly, we have renovated the existing brand culture, maintaining classic cultural points and reinterpreting them in a more modern and fashionable way. Thirdly, we have brought new content to the brand, based on our understanding of Shanxi culture, and opened up new brand touchpoints.