萨维米
汉堡饭领导品牌
背景：
汉拿山集团，创立于2001年，是跨地域、跨行业经营的大型企业集团。下设以餐饮、酒店、投资为主事业的汉拿山餐饮管理公司、汉拿山酒店管理公司、汉拿山快餐管理公司、汉拿山投资控股有限公司4个全资子公司。在国内，以经营韩式烤肉及韩餐为主的汉拿山餐饮管理有限公司的总店数、总营业面积、总营业额、城市分布、品牌知名度和美誉度均居领导地位。十三年风雨历练，记载了汉拿山集团成长的不凡经历。集团由于发展需要，需要新注册汉堡饭品牌。
Background:
Hannashan group, founded in 2001, is a large group of cross regional, cross industry. Under the catering, hotel, investment mainly cause Halla Catering Management Co., Ltd, Halla mountain hotel management company, Halla fast-food management company, Halla Investment Holding Co., Ltd. four wholly-owned subsidiary. In China, business with Korean barbecue and Korean food based Halla Catering Management Co., Ltd. headquarters number, total business area, total turnover, urban distribution, brand visibility and reputation, ranking the leading position. Thirteen years of experience, the Group recorded Hallasan growth of extraordinary experience. Group due to the development needs, the need to register the new brand of burger.
洞见：
汉拿山集团领导经过多轮比较与筛选，最终决定选择命名行业的领导者先知中国命名为其新品牌命名及进行品牌设计。先知团队通过梳理新品牌核心理念，洞察餐饮行业的发展趋势，结合外来西化品类汉堡饭的产品特征，同时结合新品牌商场店的定位，充分考虑年轻一代的消费群体的消费特征及喜好。先知命名通过以上核心信息的梳理过程，认为新品牌的核心关键词应为“国际品质”，充分展示其国际化特征，同时把汉堡饭的核心食材“米”融入到名称之中。
Insight:
Halla group leaders after several rounds of comparison and screening, the final decision choose to name the industry leader the Wewin named China as its new brand naming and brand design. Wewin team through combing the core concept of the new brand, insight into the food and beverage industry development trend, combined with external Westernization category hamburger meal product features, combined with the new brand mall store location, give full consideration to the young consumer groups of consumer characteristics and preferences. Through the process of sorting out the core information of the Wewin, the key words of the new brand should be "international quality", which fully demonstrate its international characteristics, and the core ingredients of the Hamburg rice are integrated into the name.
解决：
萨维米，取自英文音译“savory”，意为“美味的，可口的”，“萨”字彰显了国际风范，“米”字又与行业属性相贴合，命名符合年轻消费者的追求，同时带有亲切感和时尚感，传达出美味时尚的感觉。萨维米品牌包容性极强，致力于为每一位顾客提供可口美食和优雅的环境。名称构词大气简洁，赋予一种情感价值，使人过目难忘。在设计方面萨维米标志传递的是欧洲贵族气质徽章和罗马柱花纹的识别属性，把西餐的内涵作以充分传达。
Solve：
Savim, from the English transliteration "savory", meaning "delicious, delicious", "Sa" word reveals the international style, "m" word and industry attributes are fit, named in line with the pursuit of young consumers, but also with a sense of intimacy and fashion sense of fashion. Savim brand is very strong, is committed to providing every customer with delicious food and elegant environment. The name of the atmosphere with a simple word, emotional value, make people unforgettable. The logo design Saweimi transfer is European nobility badge and Roman column pattern recognition properties, in order to fully convey the connotation of western.
