太二酸菜魚作為一個注重堅守品質、充滿潮趣和個性的年輕品牌，自2015年創立以來，已經躋身為餐飲界備受歡迎的酸菜魚餐廳。
Since its establishment in 2015, Tai Er Chinese Sauerkraut Fish, as a young brand dedicated to upholding quality and brimming with vitality and individuality, has swiftly ascended to become a widely acclaimed restaurant in the culinary realm, particularly celebrated for its popular sour fish dishes.
在人設時代，品牌標簽已成為認知的基石，基于太二酸菜魚“土潮賣魚人”品牌形象和屬性，INGROUP將以空間設計語言將老板的“潮趣”形象具體呈現，使品牌人物更顯立體飽滿，從而豐富「太二」整體品牌表達。
區別于“平淡”和“無趣”的傳統門店形象，INGROUP引入了一系列品牌識別力強的空間形象符號，為品牌樹立了具有中國潮流文化屬性的“潮趣”標簽，從而在餐飲市場中凸顯出獨特魅力。
太二酸菜魚主打的酸菜魚發源于重慶漁船，富有生命力的市井文化和傳統的川渝餐飲碰撞而生的酸菜魚，天生就自帶一種充滿生活氣息的畫面感。
通透的玻璃立面營造了一個敞開式的“魚市場”用餐空間，餐廳入口還原了仿古的拉閘門，制造傳統魚市場的臨場感。 在餐廳外部，放大化的品牌符號透過玻璃幕墻得到更直觀的呈現，讓每位食客在進入這個空間時都能夠感受到品牌所傳遞的故事和情感。
In the era of personal branding, brand labels have become the cornerstone of recognition. Building upon the distinctive image and attributes of Tai Er Chinese Sauerkraut Fish as the "Charming Fishmonger," INGROUP will employ spatial design language to concretely manifest the owner's "trendy and amusing" image. This approach aims to enhance the three-dimensional richness of the brand persona, thereby enriching the overall expression of Tai Er Chinese Sauerkraut Fish.
Diverging from the conventional and uninteresting image of traditional stores, INGROUP has introduced a series of spatial symbols with strong brand recognition. These symbols establish a "trendy and amusing" label imbued with Chinese pop culture attributes, setting the brand apart and highlighting its unique charm in the competitive dining market.
Tai Er Chinese Sauerkraut Fish, renowned for its signature sauerkraut fish, originates from Chongqing fishing boats. The sauerkraut fish, born from the vibrant grassroots culture and the collision of traditional Sichuan and Chongqing cuisine, inherently carries a picturesque quality brimming with vitality.
The transparent glass facade creates an open "fish market" dining space, while the restaurant entrance faithfully reproduces an antique sliding door, evoking the immersive atmosphere of a traditional fish market. Outside the restaurant, enlarged brand symbols, visible through the glass curtain wall, provide a more explicit representation, allowing each diner to sense the brand's narrative and emotions upon entering this space.
INGROUP將穩重質樸的黑色和木制黃色作為整體空間設計的主色調。品牌IP海報以廣告招貼的形式展現，如同一張貼滿歷史痕跡的畫卷，為空間注入了輕巧的復古年代感，突顯餐廳質樸醇正的品牌屬性。
INGROUP has chosen the stable and understated combination of black and wooden yellow as the primary color scheme for the overall spatial design. The brand's intellectual property posters are presented in the form of advertising posters, resembling a canvas covered with historical traces. This infusion of a light retro vibe enhances the restaurant's simple and authentic brand attributes, creating a space that exudes a genuine sense of quality.
二老板“專注殺魚”的特征被提煉并化身為品牌IP墻，通過設計手法巧妙地“斬斷”和拼接，呈現出一種富有戲劇性和獨特性的視覺效果。這些富有時代感的表達方式不斷加深了品牌的“腦洞”和“偏執”的差異化個性，同時吸引著一波又一波“中二青年”前來體驗品牌氛圍，為品牌的傳播擴張注入了新的活力。
The distinctive trait of Boss Er's "focused fish-slaying" has been distilled and transformed into a brand intellectual property wall. Through clever design techniques of "cutting" and piecing together, it presents a visually dramatic and unique effect. These expressions, rich in contemporary style, continually deepen the brand's differentiation in terms of "imagination" and "obsession." Simultaneously, they attract waves of "adolescent" enthusiasts to experience the brand atmosphere, injecting new vitality into the brand's communication and expansion.
空間中的隔斷設計巧妙地融入了品牌IP的漫畫元素，品牌IP透過投影儀映射在幕布上，創造了一場充滿儀式感的多維沉浸式場景體驗，通過多媒體媒介在空間中的運用，激發了觀感和感官的刺激。這種巧妙融合不僅增強了品牌的空間氛圍，同時也實現了品牌動態廣告的有力傳達，為顧客創造了更加豐富的用餐體驗。
The partition design in the space ingeniously incorporates the comic elements of the brand intellectual property (IP). The brand IP is projected onto the screen through a projector, creating a ritualistic and immersive multi-dimensional scene experience. By utilizing multimedia in the space, this clever integration stimulates visual and sensory experiences. Not only does this enhance the brand's spatial atmosphere, but it also effectively communicates dynamic brand advertising, creating a more enriched dining experience for customers.
水磨石元素不僅貫穿于地面，也巧妙點綴在座椅上。不規則肌理展現出的粗糙質感，為空間增添了歲月沉淀的斑駁之美在燈具設計上，INGROUP引入了漁網元素，并從荷葉這一地域性符號中汲取造型靈感。這不僅是對當地文化的致敬，更是為空間注入了一份獨特的故事情感，使整體設計更具深意。
The terrazzo element not only runs through the floor but also cleverly adorns the seats. The irregular texture presents a rough and textured feel, adding the beauty of mottled aging to the space. In the lighting design, INGROUP introduces fishing net elements and draws inspiration from the lotus leaf, a regional symbol. This is not only a tribute to the local culture but also injects a unique narrative and emotion into the space, giving the overall design a deeper significance.
極少主義的空間處理手法下，INGROUP并沒有回避柱子客觀存在的實體性，而是以造型表現將柱子蘊含的厚重精神與“專注殺魚”的品牌概念合二為一，營造食材正宗的意像，同時制造符合品牌觀念的視覺焦點，使品牌空間形象符號直叩人心。
Under the minimalist spatial treatment, INGROUP does not shy away from the objective presence of columns. Instead, they use artistic expression to merge the substantial spirit inherent in the columns with the brand concept of "focused fish-slaying." This fusion creates an authentic imagery of ingredients and simultaneously constructs a visual focal point in line with the brand's ideology, making the brand's spatial image symbols resonate deeply with individuals.
潮酷的空間環境設計為品牌帶來了更多的曝光率和話題度，成為炙手可熱的“網紅”打卡地。網紅經濟之下INGROUYP與太二酸菜魚聯手“制造潮流”，讓品牌所代表的特定生活方式成為一種流行，為品牌的帶來網紅效應的同時，強化了品牌的潮流文化標簽屬性，制造更多穩固存在的品牌價值。
The trendy and cool spatial environment design has brought the brand more exposure and popularity, turning it into a hot and trendy destination for social media check-ins. In the era of internet celebrities, INGROUP and Tai Er Chinese Sauerkraut Fish join forces to "create trends," making the specific lifestyle represented by the brand a trend in itself. This not only brings about the "internet celebrity effect" for the brand but also reinforces the brand's cultural label as a trendsetter, creating more enduring brand value.
項目信息
設計時間：2019.06
建筑面積：182㎡ / 375㎡
項目名稱：上海外灘白玉蘭廣場店 / 湖濱銀泰旗艦店
項目類型：餐飲
設計單位：INGROUP
設計總監：Raven Wang
項目總監：Hummer Zheng
設計團隊：國佳、蒙卿
Project Information:
Design Period: June 2019
Built Area: 182 square meters / 375 square meters
Project Names: Shanghai Bund Baiyulan Square Store / Hubin Yintai Flagship Store
Project Type: Catering
Design Firm: INGROUP
Design Director: Raven Wang
Project Director: Hummer Zheng
Design Team: Guojia, Mengqing
來源：本文由INGROUP提供稿件，所有著作權歸屬INGROUP所有。
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