Branding Mercedes' Ambitious Lifestyle Project
Mercedes Me, Beijing, Restaurant design and Branding.
为梅赛德斯奔驰打造一座时尚“商城
Project
Branding
Location
China
Right in the heart of Beijing’s Sanlitun area, this huge new development hosts a Mercedes showroom, exhibition space, retail area, and most importantly three food and beverage outlets. Thread developed the overall retail brand concept, plus 3 F&B outlets within the space.
这个巨大的新开发项目位于北京三里屯的中心地带，一个包括梅赛德斯奔驰展示厅、展区、零售区，以及三家餐饮店。Thread协助开发了整个零售品牌的概念，并在该区域内打造了3家不同的餐饮品牌形象。
Strategy
Creative Direction
Illustration
Design
Copywriting
Project One
The Master Logo
Creating a brand experience for Beijing’s next generation of Mercedes owners right in the heart of Beijing’s Sanlitun area. The three rings represent the architecture of the building, and the colours of their individual branding. This master logo links all the concepts together.
为下一代梅赛德斯车主们打造一场专属于他们的品牌体验。
Application
Gift
Project Two
Me Cafe
ME CAFÉ is inspired by the target market’s aspirations who choose road trips of South East Asia, generally as their first international trip. The logo and menu designs combine a number of elements of road travel, Mercedes style.
ME CAFÉ 的灵感来源于我们的目标市场，东南亚自驾游通常是大多数中国人第一次出国旅行。
标志和菜单的设计结合了梅赛德斯风格与公路旅行的元素。
Bringing the packaging ideas to life
Applications
Menu
Project Three
Lighthaus
What would a cocktail bar look like if it was made by Mercedes?
We believe the mixology would be beacon of tastes and experiences for our young customers.
What could be more suitable than calling this Lighthaus?
如果奔驰将经营一家鸡尾酒吧，它会是什么样子?
对于年轻顾客来说，调酒的美味是各种经验的结合。还有什么比把这叫做Lighthaus更合适的呢?
Bringing the ideas to life
Signage
Applications
Project Four
四方山川
If Mercedes made Sichuan food, would it be spicy? What would the branding look like?
如果奔驰餐厅做的是川菜，会很辣吗? 品牌会呈现出什么样子呢?
Inspired by the water flow within the mountains of Sichuan, we start to see the clouds that rain on the hilltops, which flows into the rivers where the fish await the wok! The logotype and photography follow this story.
我们的标志设计和摄影受到四川地貌山川流水的启发，山顶上的云通过雨水流入河中，河中的鱼现在来到我们的饭桌上。
Bringing them to life
