麦都面包，一个屹立30年载的烘焙品牌，依然面临着市场变革的危机。长久以来，烘焙行业不论视觉风格还是购物体验都向大众传递“传统”的既定印象。购买面包的过程始终只框定在“购买—吃”的阶段。大众急需一个新的消费体验，在这个购物场景中应该不仅有“吃”，还要“好玩儿且有趣”。随着品牌负责人对商业模型的革新，“麦都膨胀工厂”这个品牌应运而生。一个具有沉浸式体验的面包工厂是这次设计的主题。区别于传统面包店着重表现面包温度与质感的方式，我们认为一个可以“快乐购物”的体验更能打动消费者。让进入空间的顾客有可以愉悦的选购任意一款产品。店铺每一款产品都是当日现烤，这种新鲜制作的状态与工厂的的生产方式从本质上是吻合的。我们希望传递：膨胀工厂不是一个只有购买面包的单一行为的场所。这里可以承载这个时代消费者更多的需求与可能性。顾客能在这里选购、拍照、享受美食、分享社交。膨胀工厂从商业模式、空间设计、品牌视觉设计都给予了整个烘焙行业新的可能性。开业之际被无数消费者喜爱。
As a bakery brand standing for 30 years, MALTOAST is also facing the crisis of market transformation. For a long time, the bakery industry has conveyed the established impression of “tradition”, both in visual style and shopping experience, with the process of buying bread framed in the steps of “buying and eating”. The masses are now in desperate need of a new consumer experience in which the shopping scene contains not only “eating” but also “fun and amusement”. To this end, the brand owner approached new ways for business model, and the brand of “PaoPao Factory” was born at the right moment. The theme of the design is a bread factory with an immersive experience. Unlike traditional bakeries, which focus on temperature and texture of bread, we believe that a “happy shopping” experience is more appealing to consumers. It lets consumers entering the space choose any product with pleasure, and every product in the store is freshly baked, which is in essence consistent with the production mode of the factory. We want to convey a signal that PaoPao Factory is not a place for a single act of buying bread. Rather, it can bear more demands and possibilities of consumers in this era, where customers can shop around, take photos, enjoy food and socialize. From the business model, space design, and brand visual design, PaoPao Factory provides the whole bakery industry a new possibility. It was loved by countless consumers since it opened.