EHB
北欧风味的视觉叙事
Restaurant by Esben Holmboe Bang
品牌识别
艺术指导
订制字体
Brand Identity
Art Direction
Custom Typeface
以挪威为寻味起点，延承北欧风味叙事，从奥斯陆到上海，EHB将遵循食物本质的理念携至中国。餐厅以米其林主厨 Esben Holmboe Bang 名字命名，由好利来&黑天鹅执行总裁罗昊与其合作创立。
区别于大多数人对于北欧风格轻松清新的认知，在主厨Esben Holmboe Bang 的烹任哲学中，他希望呈现大自然最原始的能量和味道。因此我们的设计工作是找到北欧与中式、原始与精致以及大众认知和主厨个人表达这三组关系的平衡点。
Taking Norway as a starting point, the restaurant carries on the Scandinavian flavor narrative from Oslo to Shanghai, bringing the concept of following the essence of food to China. The restaurant is named after Michelin chef Esben Holmboe Bang, and was founded by Luo Hao, the executive president of Holliday & Black Swan, in collaboration with him.
Unlike most people's perception of Scandinavian style as relaxed and fresh, Chef Esben Holmboe Bang's culinary philosophy is to present the most original energy and flavor of nature. Therefore, our design work is to find the balance between Scandinavian and Chinese, primitive and refined, as well as the relationship between the public perception and the chef's personal expression.
结合北欧的环境、主厨的烹饪哲学以及餐厅的环境等元素，我们设计生成了6个流动的抽象影片，并从这些影片中提取合适的画面应用到线上线下的环境及物料中，配合主厨的菜品从视觉层面隐秘而自然的去丰富食客们的用餐体验。
主厨Esben Holmboe Bang在奥斯陆的餐厅会有餐后送给食客们他喜欢的艺术家的作品的习惯，而在EHB我们设计的图像会作为北欧料理体验的一部分以伴手礼的形式送给前来用餐的食客。
Combining the Scandinavian environment, the chef's cooking philosophy and the restaurant's environment, we designed and generated six mobile abstract films, and extracted appropriate images from these films to be applied to the online and offline environments and materials, to complement the chef's dishes to visually enrich the diners' dining experience in a covert and natural way.
Chef Esben Holmboe Bang's restaurant in Oslo has a habit of giving his favorite artist's work to diners at the end of the meal, and at EHB the images we designed will be given to diners as a part of the Nordic cuisine experience as a gift.
在logo的整体呈现上，我们强化了 EHB三个大写字母，弱化了主厨名字中其他的小写字母，目的是通过简单的文字组合还原北欧林中海边风吹过雾气的细腻感受，使logo具有叙事性。整体字形坚韧却轻松，在一些字脚的处理上做了细微的起伏变化，暗示与海浪山峦以及微风等自然元素的联系，使文字看起来更加的自然和富有生命力。
基于logo的字形我们为EHB设计了一套支持全拉丁字形的品牌专属定制字体，方便支持餐厅菜単酒单中来自不同国家菜品酒品的无缝输入，同时也使品牌形象在文字层面更加完整。
In the overall presentation of the logo, we strengthened the three uppercase letters of EHB and weakened the other lowercase letters of the chef's name, in order to restore the delicate feeling of the wind blowing through the mist in the Scandinavian forest through the simple combination of words, and to give the logo a narrative character. The overall glyphs are tough but relaxed, with subtle undulations in some of the footings, suggesting a connection to natural elements such as waves, mountains and the breeze, making the text look more natural and alive.
Based on the logo's glyphs, EHB created a customized font that supports all Latin glyphs, making it easy to seamlessly input food and wine from different countries into the restaurant's wine list, and completing the brand's image on a textual level.
主厨的烹饪理念是自然内敛而精致的，我们不希望通过大量的堆叠去强化设计而喧宾夺主并给大众带来对于品牌的认知压力。loof希望通过设计在观感层面去配合乃至扩展主厨的烹饪理念，使食客们有一个更加完整且愉悦的用餐体验。
The chef's culinary philosophy is naturally introverted and refined, and we did not want to overpower the design with a lot of stacking and put pressure on the public's perception of the brand.
loof wanted the design to complement and even expand the chef's culinary concepts on a visual level so that diners would have a more complete and enjoyable dining experience.
Published in 2023
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