太二酸菜鱼作为一个注重坚守品质、充满潮趣和个性的年轻品牌，自2015年创立以来，已经跻身为餐饮界备受欢迎的酸菜鱼餐厅。

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.



在人设时代，品牌标签已成为认知的基石，基于太二酸菜鱼“土潮卖鱼人”品牌形象和属性，INGROUP将以空间设计语言将老板的“潮趣”形象具体呈现，使品牌人物更显立体饱满，从而丰富「太二」整体品牌表达。

区别于“平淡”和“无趣”的传统门店形象，INGROUP引入了一系列品牌识别力强的空间形象符号，为品牌树立了具有中国潮流文化属性的“潮趣”标签，从而在餐饮市场中凸显出独特魅力。

太二酸菜鱼主打的酸菜鱼发源于重庆渔船，富有生命力的市井文化和传统的川渝餐饮碰撞而生的酸菜鱼，天生就自带一种充满生活气息的画面感。

通透的玻璃立面营造了一个敞开式的“鱼市场”用餐空间，餐厅入口还原了仿古的拉闸门，制造传统鱼市场的临场感。 在餐厅外部，放大化的品牌符号透过玻璃幕墙得到更直观的呈现，让每位食客在进入这个空间时都能够感受到品牌所传递的故事和情感。

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将稳重质朴的黑色和木制黄色作为整体空间设计的主色调。品牌IP海报以广告招贴的形式展现，如同一张贴满历史痕迹的画卷，为空间注入了轻巧的复古年代感，突显餐厅质朴醇正的品牌属性。

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“专注杀鱼”的特征被提炼并化身为品牌IP墙，通过设计手法巧妙地“斩断”和拼接，呈现出一种富有戏剧性和独特性的视觉效果。这些富有时代感的表达方式不断加深了品牌的“脑洞”和“偏执”的差异化个性，同时吸引着一波又一波“中二青年”前来体验品牌氛围，为品牌的传播扩张注入了新的活力。

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.



空间中的隔断设计巧妙地融入了品牌IP的漫画元素，品牌IP透过投影仪映射在幕布上，创造了一场充满仪式感的多维沉浸式场景体验，通过多媒体媒介在空间中的运用，激发了观感和感官的刺激。这种巧妙融合不仅增强了品牌的空间氛围，同时也实现了品牌动态广告的有力传达，为顾客创造了更加丰富的用餐体验。

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.





水磨石元素不仅贯穿于地面，也巧妙点缀在座椅上。不规则肌理展现出的粗糙质感，为空间增添了岁月沉淀的斑驳之美在灯具设计上，INGROUP引入了渔网元素，并从荷叶这一地域性符号中汲取造型灵感。这不仅是对当地文化的致敬，更是为空间注入了一份独特的故事情感，使整体设计更具深意。

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.







极少主义的空间处理手法下，INGROUP并没有回避柱子客观存在的实体性，而是以造型表现将柱子蕴含的厚重精神与“专注杀鱼”的品牌概念合二为一，营造食材正宗的意像，同时制造符合品牌观念的视觉焦点，使品牌空间形象符号直叩人心。   

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.







潮酷的空间环境设计为品牌带来了更多的曝光率和话题度，成为炙手可热的“网红”打卡地。网红经济之下INGROUYP与太二酸菜鱼联手“制造潮流”，让品牌所代表的特定生活方式成为一种流行，为品牌的带来网红效应的同时，强化了品牌的潮流文化标签属性，制造更多稳固存在的品牌价值。

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.


项目信息

设计时间：2019.06
建筑面积：182㎡ / 375㎡
项目名称：上海外滩白玉兰广场店 / 湖滨银泰旗舰店
项目类型：餐饮
设计单位：INGROUP
设计总监：Raven Wang
项目总监：Hummer Zheng
设计团队：国佳、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


来源：本文由INGROUP提供稿件，所有著作权归属INGROUP所有。