| The fierce competition in the catering market and the more diversified communication methods in the digital revolution lead to the transformation of consumption patterns.Service is a more important guide for catering brands.Brands want to stand out in the market and need to rely on continuous innovation and development.In a systematic way of thinking and an orderly presentation form.As a systematic strategic thinking,service design can help brands provide a methodological framework during the development stage and connect all links in the brand.Based on the service perspective,this paper conducts research on the image design of the catering brand.Through analyzing and summarizing the current trends and service orientation of the catering market,it truly defines the audience’s needs and future development direction,and uses service design tools to clarify the brand’s service process and transform the passive reception of the brand In order to actively explore,actively use different media to create different service touch points,ensure the brand’s competitive advantage in the market,and realize the sustainable and innovative development of the brand.First,through the literature research method and case analysis method,the principle process and specific application of service design are analyzed and summarized.The principles of service design and the use of tools are clarified,and the trend of catering brand image design is combined to summarize the future service orientation.According to the visualization process in the service design,it is mainly manifested as the way of showing the touch points,and further analysis of the specific touch points application of the current catering brand cases.Secondly,the restaurant brand image design of "Pizza Lab" based on the service perspective is investigated and analyzed,and the brand positioning is determined,the style and design principles of this catering brand image design are determined,and the framework of the restaurant brand image design of "Pizza Lab" is sorted out.Then the "Pizza Lab" catering brand image design is used in specific design and practical applications.The service blueprint tool in the service design is used to build the contact process between the front-end and the back-end of the brand,connect multiple contact points,and improve the brand image design according to the service process.Physical contact,digital contact and peripheral retail for application design.The use of service blueprints provides clearer design ideas and system support for this design practice,and improves the entire service scenario.Finally,through the summary and prospect of design practice,this design research is summarized and the feasibility and importance of future service design in catering brand image design. |
