季野

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季野 · Bistro 融合餐厅
品牌设计 / 品牌策略

季野 · Bistro 致力于以云贵川在地食材为切口，构建一个“偏安城市一隅”的山系生活方式品牌。我们面临的核心挑战在于：如何打破传统民族餐饮的刻板视觉，通过对自然意象的深度萃取与现代审美调和，将应季食材的原始张力转化为具备情感共鸣的社交资产。

Jiye · Bistro is committed to building a mountain lifestyle brand of ‘A corner of the city’ with local ingredients in Yunnan and Guichuan as the incision. The core challenge we face is how to break the rigid vision of traditional ethnic catering, and transform the original tension of seasonal ingredients into social assets with emotional resonance through deep extraction of natural and modern aesthetic harmony.

视觉策略：稚拙野趣与东方禅意的叙事对撞

· 标识逻辑：精致楷体的东方风韵转译 Logo 选用线条细腻且具骨力的楷体字设计，在视觉端建立起一种克制且具神秘感的东方禅意。这种文人气质的字形逻辑，与品牌“山野”的底色形成张力对比，确立了品牌高端且具文化深度的感知阈值。

· 辅助图形：自然物候的符号化勾勒我们以稚拙、不经修饰的笔法，将山间应季食材进行图形化处理。这种具备“呼吸感”的视觉语法，搭配提取自云贵川深山的红、绿、原木色域，旨在感官层面模拟真实的野外生息，激发食客对自然生命力的直观想象。

Visual Strategy: The narrative collision between childish wild interest and eastern Zen

· Logo Logic: Oriental charm of exquisite regular script is translated, and LOGO is designed in regular script with delicate lines and bone strength, so as to establish a restrained and mysterious oriental Zen on the visual side. This kind of literati-like logic forms a tension contrast with the background color of the brand "Shan Ye (Mountain and wild)", and establishes the perception threshold of high-end brand with cultural depth.

· Auxiliary Graphics: Symbolization of natural phenology outlines that we graphically treat seasonal ingredients in the mountains with childish and unadorned brushwork. This kind of visual grammar with "breathing sense", combined with the color gamut of red, green and logs extracted from the deep mountains of Yunnan, Guizhou and Sichuan, aims to simulate the real wild life on the sensory level and stimulate diners' intuitive imagination of natural vitality.

商业价值：可持续美学驱动的场域溢价

整套 VI 系统通过对在地文化的艺术化重组，赋予了品牌极高的辨识度与情感溢价。这种“很野很滇”的差异化视觉秩序，助力季野在同质化的 Bistro 赛道中，完成从单一功能性餐饮到长效精神栖息地的品牌跃迁。

Commercial Value: Field premium driven by sustainable aesthetics

Through the artistic reorganization of local culture, the whole VI system gives the brand a high degree of recognition and emotional premium. This ‘wild and remote’ differentiated visual order helps Jiye to complete the brand transition from a single functional catering to a long-term spiritual habitat in the homogeneous Bistro track.

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成都德必川报易园

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DoBe Sichuan Daily E-Park, Jinjiang, Chengdu

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