Beijing, January 8, 2024 - Recently, the Tustin brand IP Ta Lion has made a new appearance. This IP image innovation is another important move after the Tustin brand 3.0 upgrade. Tustin hopes to strengthen Tustin China Burger's long-standing insistence on hand-rolled and freshly-baked burgers in a more interesting and intuitive form by incorporating the core scene of "rolling, spreading and roasting" in the process of making burgers. As a result, consumers' recognition and favorability of the Tustin China Burger brand will be further enhanced.
By analyzing the application scenarios of the original IP, the focus of this upgrade is mainly on cultural connotation, design concept, and IP extension.
"Rolling out a series of roasting strokes, the golden flame is auspicious and the fire is good; the tower lion is happy to leap into Kyushu, and the universe is infinite and carefree". The IP design of the tower lion is inspired by Lingnan Lion Dance. As an outstanding representative of modern kung fu culture, Lion Dance has a wide public consensus in uplifting the national spirit and promoting martial arts culture. The spiritual core of loyalty, bravery and enthusiasm of Lion Dance also gives the brand a new spiritual temperament. Kung fu is not only a world-class Chinese symbol, but also a cultural theme that is deeply loved by young people. Following the pace of brand development, Tower Lion has also grown from a cute little beast in the 2.0 era to today's heroic Kung Fu Tower Lion, with a more diverse and three-dimensional IP personality.
In terms of design concept, Tastin has always drawn design inspiration from traditional Chinese culture. Tastin inherits the brand gene of Tastin, with red as the main color, which is not only the main brand color, but also reflects the aesthetic pursuit of auspicious red in traditional culture. Flame eyebrows are used from the brand logo to form a complete brand design system. The unique feature is Tastin's round belly, which is called Ruyi Qiankun Belly, which means that the big belly can accommodate food in all directions, which not only reflects the personality characteristics of Tastin's love of eating, but also highlights Tastin's all-encompassing food attitude.
From the perspective of extensibility, the design team simplified the basic shape of the tower lion, allowing the IP shape to adapt to shape changes in multiple scenarios, improving design efficiency and enhancing the diversity and freshness of the tower lion's image.
Ta Lion not only retains the cultural core of traditional lion dancing, loyalty and bravery, but also has its own network sense that is deeply loved by young people. It loves to eat and sleep, and its belly is round, which can be cool or cute. Whether it is image or character, Ta Lion is deeply integrated into the trend culture of contemporary young people. In the future, Ta Lion will also be linked with more IPs, in the form of emoji packs, IP peripherals, offline event marketing, and beautiful Chen device clock in, to achieve the effect of out of the circle, expand the reach boundary with consumers, and create a full range of emotional value links.
The growth of brand IP is inseparable from focusing on young people. Today's brand marketing strategy has long evolved from a unilateral output of brand information to a model of interactive play between brands and consumers. Tustin's consumer group is dominated by Generation Z young people born in 1995. Products are the foundation for building relationships with them, and the emotional value provided by the brand is the key to determining their final stay. As the pioneer of hand-rolled fresh-baked Chinese burgers, Tustin will carry forward the grand proposition of Chinese culture, and in the step-by-step business actions, it will be disassembled into small goals that can be implemented and gradually perfected. In the process of adapting to market changes and the trend of the times, Tustin communicates Generation Z with youthful marketing, which not only strengthens brand equity, but also shows the determination and determination to become the most influential national cultural catering brand.
