AllBrand

Archives品牌檔案全收錄品牌研究團(tuán)隊獨

家

原

創(chuàng)出

品

·

嚴(yán)

禁

外

傳Prohibition

OfExternalDisseminationIncludedSOOAreolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked"LamianShuoer"isarepresentativecaseinthe

waveof

newconsumer

brandsinChina.Itredefined"instantnoodles"

withInternetthinking-nolongerlow-endfast-movingconsumergoods,

butakindof

"refinedfastfood"that

youngpeoplecanexpressthemselves,recordtheiremotionsandshowtheirtasteinlife.From"RamenShuo"to"RamenShuoEr",thisisnotmerelyachangeinname,

butacomprehensiveevolutionof

brandculture,

visuallanguageand

businesslogic.Prohibition

Of

SOOExternal引言從速食到情緒價值的崛起Fromfastfoodtothe

riseof

emotional

value“拉面說兒”是中國新消費品牌浪潮中的代表案例。它用互聯(lián)網(wǎng)思維重新定義了“方便面”——不再是低端快消，而是一種年輕人可以自我表達(dá)、記錄情緒、彰顯生活品味的“精致速食”。從“拉面說”到“拉面說兒”，這不僅是名字的變化，更是品牌文化、視覺語言與商業(yè)邏輯的全面進(jìn)化。拉面Dissemination品牌起源與創(chuàng)始團(tuán)隊核心理念與價值觀品牌調(diào)性品牌定位改名事件同類競品差異化分析swot

分析爆火的深層原因本章總結(jié)對品牌人的啟示brandoriginandfoundingteamcore

concepts

and

valuesbrandtone

brandpositioning

namechangeincidentanalysisof

differentiationamongsimilar competitorsswotanalysistheunderlyingreasonsforitssuddenpopularity summaryofthischapter

insightsfor

brandprofessionals品牌體驗聯(lián)名策略拉面說兒

×

999

感冒靈拉面說兒

×

李雪琴拉面說兒

×

英國國家美術(shù)館

爆火傳播機(jī)制總結(jié)本章總結(jié)對品牌人的啟示BrandexperienceCo-brandedstrategy999Cold

MedicineLiXueqin

NationalGallery,UK

Themechanismof

viralspread

Summaryof

thisChapter

Insightsfor

brandprofessionals濃湯系列Thick

soup

series醒味系列AwakeningFlavorSeries黑金系列BlackGoldSeries產(chǎn)品邏輯Productlogic本章總結(jié)Summaryof

thisChapter對品牌人的啟示Insightsfor

brandprofessionalsLOGO

與字體LOGO

歷史演繹2020年視覺更新早期包裝風(fēng)格本章總結(jié)對品牌人的啟示LOGOandFontTheHistoricalInterpretationof

LOGOVisual

update

in

2020Early

packagingstyle Summaryof

thisChapter

Insightsfor

brandprofessionals目錄產(chǎn)品&設(shè)計

Products&

Design品牌視覺實操工具

Brand

visual

practical

tools全冊結(jié)語

Conclusion

of

the

entire

bookolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

to members,strictlyprohibited

frombeingleaked品牌視覺品牌總結(jié)品牌文化品牌傳播BrandCommunicationProhibitionOfExternalDisseminationABSTRACTBRANDPERSONGROWTHPROGRAMBrandCultureBrandVisionsummaryBrand

讓一碗面

有溫度、有故事品牌文化Soo

design品牌研究團(tuán)隊獨家原創(chuàng)出品Exclusiveoriginal

production

by

theSoodesign

brandresearchteamProhibitionOfProhibition

OfExternalDisseminationExternalDisseminationSOO

年輕人吃方便面，不只是為了果腹，而是為了安慰。――拉面說創(chuàng)始人兼

CEO姚啟迪Exclusive

original

SOOproduction

by

Soo

design轉(zhuǎn)而追求品質(zhì)感、儀式感與情感共鳴。傳統(tǒng)方便面缺乏情緒表達(dá)與品質(zhì)體驗，拉面說團(tuán)隊決定打造一款“能拍照、能分享、能治愈”的方便食品。品牌起源與創(chuàng)始團(tuán)隊品牌創(chuàng)立于

2017年，由一群

90

后創(chuàng)業(yè)者發(fā)起。團(tuán)隊成員來自互聯(lián)網(wǎng)、電商與食品領(lǐng)域，他們共同觀察到一個被忽視的市場機(jī)會：都市單身青年與忙碌白領(lǐng)對速食的需求已超越“充饑”，F(xiàn)reshandrich

ramen

talk新鮮有料拉面說兒現(xiàn)代人節(jié)奏快，壓力大，時間變得更珍貴，好好照顧自己也變得更奢侈。“如果有人能幫我把所有料都備好，很累的時候在家很快就能做一碗好吃的面，那多幸福

?這就是拉面說兒創(chuàng)立的初衷。Modernpeoplehaveafast-pacedlifeandhighpressure.

Timehasbecomemoreprecious,andtakinggoodcareof

oneself

hasalsobecomealuxury.Howhappy

wouldit

beif

someonecouldpreparealltheingredientsformesothatIcouldquicklymakeadeliciousbowlof

noodlesathome

whenI'm

very

tired?Thisistheoriginalintention

behindtheestablishmentof

RamenShuoer.核心理念與價值觀“

家里的拉面館”RamenTalk面Exclusiveoriginal

productionby

Soodesign

品牌價值觀

快節(jié)奏中的溫度感便捷中的精致感深度拆解標(biāo)桿性品牌案例A

deepdissectionof

the

brandExclusiveoriginalproduction

by

Soodesign溫柔、有趣、精致、有社交屬性品牌調(diào)性Brand

tone品牌定位BrandPositioning定位為“新中產(chǎn)人群的品質(zhì)速食”，兼具：*

餐廳級口感*

美學(xué)包裝體驗*

一人食生活方式Exclusiveoriginalproduction

by

SoodesignBrand

namechangeevent:From"RamenShuo"to"RamenShuo

Er改名事件從“

拉面說

”到“

拉面說兒”品牌自

2023

年起啟用新名稱“拉面說兒”◎商標(biāo)策略調(diào)整Adjustment

of

trademark

strategy早期“拉面說”商標(biāo)存在注冊沖突，

新命名確保自有產(chǎn)權(quán)◎語言親和化Languageaffinity“說兒”一詞帶有溫度與俏皮感，貼近年輕語境◎人格化升級Personificationupgrade讓品牌更具“朋友感”“社交人格”，

利于內(nèi)容傳播◎品牌煥新契機(jī)Brandrenewalopportunity伴隨包裝與視覺迭代，象征品牌進(jìn)入

2.0

階段ReasonsForNameChange改名原因

:品牌人格化＋語義軟化Modernpeoplehaveafast-pacedlifeandhighpressure.

Timehas

becomemoreprecious,andtakinggoodcareof

oneself

hasalso

becomealuxury.How

happy

wouldit

beif

someonecouldpreparealltheingredientsformesothatI

couldquicklymakeadeliciousbowlof

noodlesathome

whenI'm

very

tired?

Thisistheoriginalintention

behindtheestablishmentof

RamenShuoer.背后本質(zhì)TheEssence

Behind

It是構(gòu)建當(dāng)代新消費品牌年輕化的必然路徑品牌定位核心用戶視覺調(diào)性差異化亮點高端即食拉面一二線年輕白領(lǐng)極簡溫柔生活方式化互聯(lián)網(wǎng)傳播＋情緒價值＋高端視覺自熱餐年輕潮玩用戶國潮夸張娛樂化強(qiáng)但缺乏品質(zhì)屬性餐飲衍生食品下沉市場用戶地域文化有餐飲基因但缺乏線上視覺傳播力傳統(tǒng)速食大眾群體功能導(dǎo)向缺乏情緒與品牌感AnalysisOf

Differentiation

Among

SimilarCompetitors同類競品差異化分析olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked拉面說兒的差異化不是“

產(chǎn)品功能

”而是“

品牌表達(dá)

”：*它賣的不是拉面，而是“年輕人一個人

的溫度與態(tài)度”。*

品牌成為“社交化食品”的開創(chuàng)者。核心結(jié)論CoreConclusionproduction

by

SoodesignExclusiveoriginal優(yōu)勢StrengthSW劣勢Weakness年輕化定位明確◎社交屬性強(qiáng)◎視覺系統(tǒng)高級統(tǒng)一◎互聯(lián)網(wǎng)銷售渠道成熟Clear

youth-oriented

positioning

、Strong

social

attributes

、Advanced

and

unified

visualsystem

、Mature

Internet

sales

channels高成本限制下沉◎復(fù)購依賴新口味刺激◎同質(zhì)化競爭加劇Highcostsrestrictmarketpenetration.Repeatpurchasesrelyonthestimulationof

newflavors.Homogeneouscompetitionhasintensified機(jī)會OpportunityOT威脅Threat一人食◎宅家經(jīng)濟(jì)持續(xù)增長◎內(nèi)容電商驅(qū)動曝光◎品牌可向線下體驗延伸Theeconomyof

single-persondiningandstayingathomecontinuestogrow.Contente-commerce

drives

exposure;Brands

can

extend

to

offline

experiences傳統(tǒng)方便面品牌升級追趕◎新消費市場趨于冷靜◎資本熱度下滑Traditionalinstantnoodle

brandsareupgradingandcatchingup.

Thenewconsumermarketistendingtocooldown.CapitalenthusiasmhasdeclinedThe

underlying

reasons

for

thesuddenpopularity

of

RamenShuoer拉面說兒爆火的深層原因2020

年雙十一，品牌

1

小時

45

分鐘銷售額破千萬；2021

年推出

...?◎市場空白占位FillThe

MarketGap填補“快餐與正餐之間”的品質(zhì)速食區(qū)間◎互聯(lián)網(wǎng)基因InternetGene從內(nèi)容端起家，熟悉小紅書、抖音、微博

的傳播邏輯◎視覺社交化VisualSocialization包裝成為“傳播介質(zhì)”，讓用戶主動拍照曬單◎情緒共鳴EmotionalResonance營銷語言緊扣“孤獨、一人食、夜晚治愈”場景◎供應(yīng)鏈能力SupplyChainCapability產(chǎn)品品質(zhì)穩(wěn)定，復(fù)購體驗好◎資本助推與KOL共振CapitalBoostResonates

WithKols新消費基金＋內(nèi)容達(dá)人聯(lián)動帶動爆發(fā)式增長olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked拉面說兒不是靠廣告火，而是靠“

共情

”。它用內(nèi)容和設(shè)計打動了用戶的情緒共鳴。RamenShuoerdidn't

becomepopularthroughadvertising,

butthrough"empathy".Ittouchedtheemotionalresonance

of

users

withitscontentanddesign.核心結(jié)論CoreConclusionproduction

by

SoodesignExclusiveoriginal拉面說兒代表了“情緒型消費品牌”的崛起，

用互聯(lián)網(wǎng)邏輯重構(gòu)了傳統(tǒng)食品業(yè)。ramenshuoerrepresentstheriseof

"emotionalconsumerbrands"

and

has

restructured

thetraditionalfoodindustrywithinternetlogic.SOO本章總結(jié)Summary

Of

This

ChapterolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked品牌成功的根源在于“情緒與社交場景的共鳴”設(shè)計不只是包裝，更是價值觀的視覺表達(dá)命名、語言、視覺要統(tǒng)一為品牌人格服務(wù)*1*2*3對品牌人的啟示ForBrandPeopleInspirationExclusiveoriginalSOO

讓設(shè)計成為

品牌人格的延伸品牌視覺Soo

design品牌研究團(tuán)隊獨家原創(chuàng)出品Exclusiveoriginal

production

by

theSoodesign

brandresearchteamProhibitionOfProhibition

OfExternalDisseminationExternalDisseminationSOO漢字書寫的傳承與堅持娓娓道出了拉面說的韌勁兒。方正字庫書法專家仇寅受邀重新書寫了“拉面說”標(biāo)識字體。保留原有拙樸感的同時將松散的字體骨架收緊筆畫更加勻稱飽滿，整體字形在視覺上更具力量感。LOGO

與字體書法筆觸中的生命力Brand

Research

DossierLOGO

與字體olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked品牌視覺/中國書法的傳承與堅持將拉面說兒的韌勁兒在行云流水間展現(xiàn)得淋漓盡致方正

FW

筑紫古典L明朝成為此次升級中品牌字體的首選與“拉面說”書法標(biāo)識的有機(jī)組合，打造了更為舒適個性的視覺體驗。作為「筑紫書體」明朝體陣容中最優(yōu)雅的字體它保留了宋體本身流麗纖細(xì)的形態(tài)美同時融入金屬鉛字的墨韻感。改良后的裝飾角更加圓融柔和削弱了筆畫的機(jī)械感和鋒利感，充滿文字的生命力和溫度，被稱為至今為止明朝體中最好看的字體。LOGO

與字體方正FW筑紫古典

L明朝品牌視覺

/Brand

Research

Dossier

LOGO

與字體olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked2016

2016年

10月后

2022年

2月后

2023年

3月拉面說品牌

LOGO

演繹歷史中，初代圓形標(biāo)識以手繪炭筆風(fēng)格的“拉麵説”搭配拉面碗意象，奠定日式質(zhì)樸視覺基調(diào)；后續(xù)“拉面說”字體版本先以松散圓潤的手繪書法強(qiáng)化人文溫度，后經(jīng)方正字庫仇寅重新書寫，收緊骨架、優(yōu)化筆畫以提升力量感與品質(zhì)感?！袄嬲f兒”字體則是趣味化探索，通過兒化音演繹延續(xù)質(zhì)樸風(fēng)格，增加親和力與地域貼近性，整體呈現(xiàn)出從風(fēng)格建立到質(zhì)感升級、再到情感化延伸的視覺發(fā)展脈絡(luò)。LOGO

歷史演繹親和力、趣味化、品質(zhì)感Brand

Research

DossierLOGO

與字體olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked品牌視覺/Visual

updateof

ABCD

DesignStudio

in20202020年ABCD設(shè)計工作室視覺更新-

從“網(wǎng)紅”到“品牌”-ABCD

Design

Studio

的介入，是拉面說兒視覺體系的“第二次進(jìn)化”。在品牌高速增長期（2019–2020），視覺資產(chǎn)出現(xiàn)分裂：不同口味、不同包裝版本風(fēng)格不一，品牌統(tǒng)一識別度下降。ABC

D

Design

Studio

視覺更新從“網(wǎng)紅”到“品牌olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

Dossier品牌視覺/視覺更新ABCD

Studio

在更新中執(zhí)行了四個關(guān)鍵策略：*

保留品牌毛筆主識別，不丟“東方性”*用系統(tǒng)化的配色與布局建立層級邏輯*

在電商縮略圖場景下保持視覺強(qiáng)識別*

強(qiáng)化包裝留白與食物攝影的平衡，提升質(zhì)感ABC

D

Design

Studio

視覺更新從“網(wǎng)紅”到“品牌olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

Dossier品牌視覺/視覺更新ABCD

Design

Studio

視覺更新

““

”

”為邁“

化“

，從“速食產(chǎn)品”轉(zhuǎn)為“可持續(xù)消費品牌”。感長文入轉(zhuǎn)覺鬧感款視熱爆設(shè)計語言從拉面說兒從品牌資產(chǎn)此次更新olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

Dossier品牌視覺/視覺更新olutionlibraryExclusiveproduction

of

the

Kanjian

exclusivetomembers,strictlyprohibitedolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked拉面說兒早期由暖光設(shè)計工作室打造的包裝設(shè)計，以炭筆手繪的拙樸質(zhì)感打破速食包裝同質(zhì)化，采用差異化小方盒（飛機(jī)盒結(jié)構(gòu)），通過抽象食材插畫（如豚骨款的豬、黑蒜油款的黑蒜、辣味款的辣椒等）搭配雅致滿版配色，不同口味對應(yīng)專屬色彩，既保留日式風(fēng)格的質(zhì)樸溫度，又塑造出“年輕人犒勞自己”

的儀式感。包裝內(nèi)還呈現(xiàn)暖心文案與詳細(xì)使用說明，兼具美觀與實用，憑借獨特設(shè)計入選《第十三屆

APD亞太設(shè)計年鑒》，并斬獲

FBIF

全球食品飲料包裝設(shè)計大獎，成為新零售品牌包裝的經(jīng)典案例。早期包裝風(fēng)格

-

暖光設(shè)計工作室炭筆手繪的拙樸質(zhì)感打破速食包裝同質(zhì)化品牌視覺

/Brand

Research

Dossier

早期包裝風(fēng)格

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

Dossier

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

Dossier

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedDossierolutionproduction

the

members,olutionlibraryExclusiveproduction

of

the

Kanjian

brandmembers,strictlyprohibitedolutionlibraryExclusiveproduction

Kanjian

brand

under

its

exclusive

tostrictlyprohibited

frombeingBrandResearch

Dossier

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrand

ResearcholutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked視覺升級是品牌戰(zhàn)略拐點的體現(xiàn)，不是換設(shè)計，而是換思維。Visualupgradeisamanifestationof

aturningpoint

in

brand

strategy.

It

is

not

achangeindesignbuta

change

in

thinking.Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOO本章總結(jié)Summary

Of

This

Chapter真正的視覺競爭力，來自文化認(rèn)同感。當(dāng)年輕人選擇“拉面說兒”，他們買的不是面，而是“熟悉又新鮮的生活溫度”。對品牌人的啟示*1*2Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品ForBrandPeopleInspirationSOO

讓產(chǎn)品成為

生活方式的媒介產(chǎn)品與設(shè)計Soo

design品牌研究團(tuán)隊獨家原創(chuàng)出品Exclusiveoriginal

production

by

theSoodesign

brandresearchteamProhibitionOfProhibition

OfExternalDisseminationExternalDisseminationSOO◎濃湯系列ThickSoupSeriesProductseries◎醒味系列AwakeningFlavorSeriesProductseriesBrandSolution

libraryProducts&

Design產(chǎn)品與設(shè)計ExclusiveoriginalVisualupgradeisa

manifestationof

aturning

point

in

brandstrategy.It

is

not

a

change

indesign

butachangeinthinking.◎黑金系列BlackGoldSeriesSoo

design

品牌研究團(tuán)隊

獨家原創(chuàng)出品

嚴(yán)禁外傳Product

seriesSOO◎濃湯系列ThickSoupSeries招牌豚骨叉燒拉面以

24

次配方迭代的豬骨湯底為核心，選用特級豬大骨與

32

種原料慢熬

12

小時，湯色乳白醇厚，富含膠原蛋白。搭配半干生鮮拉面，

口感勁道彈牙，叉燒肉采用

FD

凍干技術(shù)保留現(xiàn)燉風(fēng)味，肥瘦相間、入口即化。配料包含爽脆麻筍、木耳絲、海苔片及紅姜絲，酸咸交織平衡濃郁湯底，還原日式拉面館的地道風(fēng)味，適合追求經(jīng)典豚骨口感的消費者。品牌研究團(tuán)隊獨家原創(chuàng)出品Exclusive

originalSOOSoo

designolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

Dossier

Research

DossierolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedolutionproduction

brand

exclusivetomembers,strictlyBrandResearch

Dossier

Dossier

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

DossierolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎濃湯系列ThickSoupSeries濃湯番茄豚骨拉面創(chuàng)新融合豚骨湯與番茄風(fēng)味，精選新疆新鮮番茄熬制酸甜湯底，每碗含“三顆半”鮮番茄，湯色紅艷透亮，酸甜度精準(zhǔn)控制在

3.8-4.2

區(qū)間。搭配富含膳食纖維的麥麩半干鮮面，

吸飽湯汁后更顯醇厚。配料中的番茄香草肉丸肉含量≥80%，并添加脫水蔬菜與芝麻蔥花，既保留番茄自然鮮甜，又延續(xù)豚骨湯的濃郁口感，適合喜歡酸甜開胃風(fēng)味的人群。品牌研究團(tuán)隊獨家原創(chuàng)出品Exclusive

originalSOOSoo

designolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎濃湯系列ThickSoupSeries泰式海鮮冬陰功拉面以豚骨湯為基底，加入泰國進(jìn)口冬陰功醬料、香茅油及印尼椰漿，慢燉

12

小時打造酸辣濃郁的南洋風(fēng)味。湯底包含凍干蝦仁、魷魚片及云南菌菇，搭配

FD

低溫速凍技術(shù)鎖鮮的海鮮食材，口感

Q

彈鮮甜。特別添加的尤力克檸檬片與天府泡椒，進(jìn)一步提升酸度與辣度層次，面身選用1.2mm

定制彎管面，麥芯粉含量

≥12%，煮后爽滑勁道，完美復(fù)刻泰式街頭美食的熱烈奔放。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOO◎濃湯系列ThickSoupSeries番茄肉醬意大利面雖為意面品類，但延續(xù)濃湯系列的醇厚基因。肉醬采用

2:8

肥瘦比豬后腿肉，經(jīng)

200

度高溫慢烤后與新鮮番茄丁、4

種意式香料共熬

8

小時，

170g

超大醬包肉粒飽滿，醬汁濃稠掛壁。搭配

110g

半干鮮意面，含水量25%

確保爽滑韌性，混合丹麥奶酪粉與歐芹碎，每一口都能感受到意式

so?ritto

的香甜與肉醬的濃郁。由米其林

&

黑珍珠雙料星廚聯(lián)合研發(fā)，0

添加防腐劑，5

分鐘即可還原餐廳級意面體驗，適合家庭聚餐或兒童食用。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOOolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎醒味系列AwakeningFlavorSeries酸辣豚骨叉燒拉面以傳統(tǒng)豚骨湯為基底，融入四川老壇酸菜與云南小米椒的酸辣精髓，湯底酸辣度精準(zhǔn)平衡至

4.5:3.8，既保留豚骨湯的醇厚脂香，又以勁爽酸味刺激食欲。面身選用

1.3mm寬的半干鮮拉面，麥芯粉含量

≥13%，煮后爽滑勁道，搭配

FD

凍干叉燒肉與四川涪陵榨菜，

肉質(zhì)鮮嫩多汁，榨菜脆爽解膩。特別添加的藤椒油與青檸汁，為湯底注入層次豐富的麻香與清新，每一口都能感受到酸辣與醇厚的碰撞，適合喜歡復(fù)合風(fēng)味的消費者。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOOolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎醒味系列AwakeningFlavorSeries椒麻脆脆肉酥拌面主打貴州風(fēng)味的“三炸法”脆哨，精選肥瘦相間的豬頸肉，經(jīng)冷水去血、

中火煉油、高溫鎖脆三道工序，制成顆粒分明、外酥里嫩的脆哨，搭配四川漢源藤椒油與秘制麻辣醬，麻味醇厚持久。面身采用蝴蝶花邊形的半干刀削面，易掛醬汁入味，

口感彈牙有嚼勁。配料中的四川高菜與芝麻蔥花，進(jìn)一步提升爽脆感與香氣，拌勻后每根面條都裹滿濃郁的椒麻醬香，一口下去麻辣鮮香在舌尖迸發(fā)，適合嗜麻嗜辣的食客。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOOolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎醒味系列AwakeningFlavorSeries酸辣金湯肥牛拉面湯底以海南黃燈籠椒醬與南瓜泥為核心，經(jīng)8

小時慢燉形成金黃透亮的酸湯，酸度由野山椒與青檸汁共同調(diào)和，辣度溫和不嗆喉。搭配谷飼肥牛卷與云南鮮菌菇，肥牛肥瘦均勻、

入

口

即化，

菌菇鮮甜提

味。

面

身選用1.1mm

細(xì)圓面，吸飽酸湯后更顯濃郁，特別添加的四川泡蘿卜與香菜，為整碗面增添清爽解膩的口感，酸辣開胃的金湯搭配豐富配料，完美復(fù)刻餐廳級酸湯肥牛風(fēng)味，適合追求鮮美與酸辣平衡的人群。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOOolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎醒味系列AwakeningFlavorSeries地獄辣豚骨叉燒拉面以“魔王級”

辣度挑戰(zhàn)味蕾，采用魔鬼椒與印度斷魂椒的黃金配比，辣度高達(dá)史高維爾指標(biāo)

8000+，搭配濃郁的豚骨湯底與秘制辣油，初嘗麻香濃郁，后勁暴烈持久，辣味層層遞進(jìn)直至喉嚨發(fā)熱。面身選用耐煮的粗直

面，麥麩含量

≥15%，

口感扎實勁道，搭配

厚切叉燒肉與四川宜賓芽菜，肉質(zhì)軟嫩多汁，芽菜咸香解辣。特別附贈的“辣度調(diào)節(jié)包”，可根據(jù)個人承受力自由控制辣度，適合敢于

挑戰(zhàn)極限的辣味愛好者。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOOolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎黑金系列AwakeningFlavorSeries鮮濃蟹黃拌面作為黑金系列的招牌產(chǎn)品，鮮濃蟹黃拌面以極致食材與工藝還原江浙滬傳統(tǒng)風(fēng)味。其蟹黃醬嚴(yán)選江蘇水域二兩以上活蟹，

由專業(yè)拆蟹師手工現(xiàn)拆，經(jīng)

8

步制蟹工藝將蟹黃、蟹肉與蟹殼油共熬，不添加老母雞湯以保留蟹本味。每盒含

50g

蟹黃醬，蟹香濃郁微沙，搭配蘇式銀絲細(xì)面（麥芯粉含量

≥12%），

1

分鐘煮制后爽滑勁道，吸飽蟹油后每一根面條都裹滿金黃鮮香。特別添加的蟹醋包可去腥增鮮，平衡油膩感，而

FD

凍干技術(shù)（曾用于初代雞湯產(chǎn)品）確保蟹黃醬常溫保存仍鎖鮮度極高。該產(chǎn)品由米其林餐廳成隆行蟹王府聯(lián)合研發(fā)，

5

分鐘即可復(fù)刻餐廳級蟹黃面體驗，適合追求儀式感與鮮美口感的消費者。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOOolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked◎黑金系列AwakeningFlavorSeries半筋半肉臺式紅燒牛肉面半筋半肉臺式紅燒牛肉面以硬核食材與工藝打造臺式經(jīng)典。湯底選用牛骨、雞骨與十余種辛香料慢燉

8

小時，搭配

2:8

肥瘦比牛腩與牛筋（牛筋含量

25%），經(jīng)高壓燉煮至肉質(zhì)酥軟、筋道彈牙，每口都能感受到肉汁爆漿與筋體的軟糯交織。面身采用

1.3mm

寬的半干麥麩刀切面，麥芯粉含量

≥13%，煮后爽滑勁道且富含膳食纖維。配料中的脆口酸菜與白蘿卜塊清甜解膩，而

170g

超大醬包肉粒飽滿，醬香濃郁掛壁。該產(chǎn)品由米其林

&

黑珍珠雙料星廚聯(lián)合研發(fā)，0

添加防腐劑，5

分鐘即可還原夜市級風(fēng)味，尤其適合喜歡大口吃肉、湯面并重的食客。Exclusive

original

Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOOolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked從“

吃飽

”到“體驗

”每款產(chǎn)品都被設(shè)計為一種情緒的延伸。產(chǎn)品不僅強(qiáng)調(diào)口味，還包含儀式感、包裝美感與情緒連接。非油炸技術(shù)、獨立湯包、速煮體驗，都強(qiáng)化“品質(zhì)速食”的品牌標(biāo)簽。Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品產(chǎn)品邏輯ProductLogicExclusiveoriginalproduction

by

Soodesign拉面說兒在產(chǎn)品層面完成了“功能到情緒”的躍遷。Ramen

Shuoerhasmadealeapfrom

"functionto

emotion"

at

the

productlevel.Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品

SOO本章總結(jié)Summary

Of

This

ChapterolutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked產(chǎn)品不是冰冷的配方，而是品牌故事的物化形式。讓產(chǎn)品“有溫度”，是品牌創(chuàng)新的核心。對品牌人的啟示*1*2ForBrandPeopleInspiration品牌研究團(tuán)隊獨家原創(chuàng)出品ExclusiveoriginalSOOSoo

design讓情緒成為傳播

的核心引擎品牌傳播Soo

design品牌研究團(tuán)隊獨家原創(chuàng)出品Exclusiveoriginal

production

by

theSoodesign

brandresearchteamProhibitionOfProhibition

OfExternalDisseminationExternalDisseminationSOO品牌體驗BrandExperiences以治愈館、一人食日常、溫度食堂等主題場景，強(qiáng)化用戶情緒共鳴與社交分享。Exclusiveoriginalproduction

by

SoodesignBrand

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked與

999

感冒靈、李雪琴、大英博物館等

IP

合作，通過聯(lián)名延展治愈、陪伴、品牌印象。Collaborate

withipssuchas999ColdMedicine,Li

Xueqin,andtheBritishMuseumtoextendthehealing,companionship,and

brand

image

through

co-branding.Soo

design

品牌研究團(tuán)隊獨家原創(chuàng)出品聯(lián)名策略CollaborationStrategyExclusiveoriginalproduction

by

Soodesign雙方以“治冷良方”

為主題，將

999

感冒靈的國民度與拉面說的暖心理念結(jié)合，推出蟲草花雞湯拉面與草本豬肚雞拉面。禮盒外包裝沿用

999

感冒靈經(jīng)典設(shè)計，視覺上形成強(qiáng)烈記憶點，內(nèi)附手機(jī)防滑貼、手賬本等限定周邊，傳遞“暖胃更暖心”

的治愈感。湯底融入枸杞、蟲草花等草本食材，既保留拉面說一貫的濃醇口感，又貼合年輕人“朋克養(yǎng)生”需求，在聚劃算歡聚日首發(fā)后迅速引發(fā)熱議，成為疫情期間慰藉消費者的爆款聯(lián)名。拉面說兒×

999

感冒靈

聯(lián)名策略

/Brand

Research

Dossier

品牌聯(lián)名

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedolutionproduction

of

the

brandstrictlyprohibited

frombeingBrandResearch

Dossier

exclusiveBrandResearch

DossierBrandResearch

DossierlibraryExclusiveexclusivestrictlyproduction

of

the

KanjianbeingleakedBrandResearch

DossierBrandResearch

Dossier

olutionlibraryExclusiveof

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrandResearch

Dossier

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked聚焦返工季打工人的焦慮情緒，雙方以“打?人”（升級版打工人）為核心概念，推出赤辛厚乳擔(dān)擔(dān)面及系列營銷活動。李雪琴化身“格子間拉面館老板”，通過脫口秀與

Rap

演繹職場痛點，如“老板畫餅”“下班打卡”

等，金句頻出讓年輕人直呼“扎心”。產(chǎn)品包裝設(shè)計成《打工厚己學(xué)》書本造型，附贈“打卡不會碗”“升職加薪筷”等趣味周邊，傳遞

“用一碗好面厚待自己”

的品牌溫度?；顒悠陂g

2

萬份開工紅包封面秒空，話題

#打工不易厚待自己

#

登上社交平臺熱搜，成功將品牌與職場文化深度綁定。拉面說兒×

李雪琴

聯(lián)名策略

/Brand

Research

Dossier

品牌聯(lián)名

olutionlibraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedolutionlibraryExclusiveproduction

of

the

Kanjian

brand