상징적 메타포를 활용한 치킨 브랜드 아이덴티티 통합 시스템 구축 방안

Abstract

Chicken store, a steady promising item for a long time, has all characteristics such as stable demand, the potential and profitability. It had its difficulties due to Avain Influenza (AI) but the markets are being expanded steadily after the consumption recovery despite the economic recession. So far, home delivery is the most popular to eat chicken but nowadays the customers eat them in the store for themselves. Ingredient that is no longer healthy to our body and distinctive taste are the important factor to choose chicken but these days chicken store intends to be café type to meet customers’ taste. dagiya, a chicken franchise brand managed by Sealab Co., Ltd, focuses on luxurious style like a chicken dining bar with grace and convenient space. They also applied for a patent on using Sang Hwang mushrooms and different kinds of medicinal herbs with chicken. However, brand awareness of dagiya is remarkably lower than any other brand, they aimed for brand identity system development using symbolic metaphor to improve brand awareness, to improve brand awareness. This study was conducted to focus on B·I renewal and character design, cases of package design development of “dagiya”, a franchise chicken brand for a research of brand design system development of the Small Enterprise Development Agency. Before development, compared and analyzed the brand identity of the same field, and worked on detailed development project by deriving concept and keyword accordingly. B·I of dagiya developed finally was designed to harmonize with shape of a pole (signifying prayer for a good harvest) combining shape of chicken to avoid formativeness of B·I of the same field, which is complicated and strong, and is to deliver strong feeling of contrast mixing dominant color in red and black color. Character design is to deliver symbolic metaphor that represents Chinese medicine using brown color. Package design is to deliver brand identity with different kinds of package types accepting actively symbol of shape of a pole, a graphic metaphor of dagiya. dagiya, a chicken brand developed by this study regards as important to restructure brand identity of dagiya only, through marketing approach on new and various designs for young consumers who are sensitive about the trends and care about atmosphere of store.