Dessert Story / 芒果香山

Dessert Story celebrates young romantic love as we believe meaningful and relevant emotional engagement with the target consumers is the best way to drive brand loyalty. 芒果香山赞颂的是年轻浪漫的爱情,因为我们相信通过对目标消费者进行有意义的,与其相关的情感投入是提升品牌忠诚度的最佳途径。

ArchitectureBrandingInterior Design
Dessert Story / 芒果香山


The dessert market is a female driven one. We want to connect the brand to the 18 year old girl inside every female dessert lover. This is a place where they not only satisfy their love for dessert, but also remind them of the tenderness of first love. 
甜品市场是女性消费者主导的。我们希望把能这个品牌能与住在每个女性甜品爱好者内心的那个18岁女孩进行交流。希望这个地方不仅能让挥洒她们对甜品的爱,同时能让她们感受到初恋的柔情.
The Chinese name 芒果香山 was inspired by the romanantic comedy 非诚勿扰, after the two characters 芒果 Mango and 香山 Maple Leaf.  The mascots, and the logo is thus abstracted. This project also marked the onset of micro-blogging in China, followed by a whole slew of other micro expressions, like viral videos, short interviews twitter style, flash novels. Hence the central idea of the shop evoking moments of warmth and joy in the midst of the busy urban life. 
品牌的中文名“芒果香山”是受到浪漫喜剧《非诚勿扰》中芒果与香山两个角色间的爱情故事的启发而来。所以品牌的吉祥物与标志的定位十分抽象。这个项目设计之时,也正是微博在中国的雄起之时,一系列的微表情随之而生,比如微视频、微访谈、微小说等。因此芒果香山的中心思想是唤起的是在繁忙的城市生活那些微小的温暖和欢乐的时光。
Graphics celebrating bashful young romantic love are the primary emotional drivers. 
画面所纪念的腼腆年轻的浪漫爱情是主要的情感驱动。

"你说我们下辈子还会成为恋人吗?" Will we still be lovers in our next life?
"上辈子你就这么问过我了" You asked me that in the previous life.

We also invite young lovers in our shop to write their own copy, and submit them to the staff for a discount on their next visit.
我们同时也邀请年轻的情侣们到门店写下他们的爱情故事,然后提交给店员为他们下次到访消费时提供折扣。
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