Communication

COUCOU Rebranding

Extra Form

Country	China
Year	2021
Award	WINNER
Client	COUCOU
Affiliation	Workingimages
Designer	Tori Wu
Description(English)	The meaning behind the word “cou” in Coucou is “people gathered by the water". The three letters C, O, U used within the logo stands for the celebration and welcoming of people with opened arms, alluding to the traditional Chinese philosophy of hemispherical dome. The logo uses the letter U as the basic element and develops a series of supplementary graphics around it, representing the idea that Coucou puts importance on every reunion with “U”. Based on this idea, Coucou develops its series of illustrations, different bodies gathered together, spreading the feeling of happiness in reunion.
Description(Native)	作为近年来火锅界的网红品牌，湊湊以“火锅+茶憩”的创新业态模式，目前已迅速成为餐饮火锅品类的头部品牌。湊湊希望带给消费者的不仅是良好的餐饮体验，更希望提供给消费者一种欢聚的生活方式。正如湊湊的品牌使命所言“促进情感交流，创造快乐生活”，为消费者创造 “幸福感” 是品牌坚持的价值主张。湊湊的湊字原意是指人们相聚于水边，Logo图形元素取自C、O、U三个字母，寓意张开双臂欢呼聚会的人们，并巧妙融入中国天圆地方的传统哲学以及代表湊湊火锅的动感线条。在设计上向国际品牌看齐，线条趋向简洁以提升现代感。在色彩上选择使用时尚感的玫瑰金，让人联想到美好的事物和时尚的温柔。从Logo中提取U作为基本元素，延伸出一系列的辅助图形，代表着湊湊重视跟你 "U" 的每一次相聚，使用于品牌沟通中的所有触点及应用物中，进一步强调品牌特征，保持视觉形象上的关联性和统一性。“U”型图案除了可作为辅助图形，亦可看做欢呼的手臂图形，基于此概念发展除了湊湊系列人物插画，不同的个体湊在一起，传达出相聚的幸福感。
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