Taste Box

Taste Box mainly focuses on the original flavor fried rice. It is a fast-food brand with young and fast fashion as its brand tonality, meeting the needs of consumers. The designer extracted "JING" and "HE" from the brand name as the main elements of the space. The overall style takes youth, fashion and trendy as the theme. Striking Chinese red and elegant black passion collision, forms strong differential visual impact which makes Jinghe stand out.

The word "JING" is easy to associate with Japanese catering space, but the overall space style should adapt to the characteristics of youth, fashion and convenience. Finally, a simple and fashionable Japanese style is created. In the word "HE" and the shape of take away packaging, the "BOX" three-dimensional elements are extracted and used in the chandelier to make the overall space more hierarchical and modern.

A large number of wood veneers are used in the space, which fits the overall Japanese style of the project and creates a warm restaurant atmosphere. The texture and color of wood are fresh and natural, giving people a sense of belonging similar to home in the busy city life, relax and comfortable, building a free dining space.

Integrating brand elements into the space, "Slogan" on the wall, front door and public area can make consumers quickly remember and leave an impression in the dining space of fast-food category. Use some small fashion element “#”to improve the fashion sense of the space, enhance the consumption experience, and create a younger and energetic atmosphere.

Interestingly, on both sides of the nine-palace square stool in the shop, the hollowed word "Jing" is just displayed. It is not only exquisite to remove the complexity and achieve simplification, but also with the meaning of traditional Chinese weaving techniques.

Brand color "red" embellishes in the interior, giving consumers a refreshing feeling.

The modular space layout fits the core concept of Jinghe fried rice standardization, and provides the basis for the future SI standard.