Chunky-Chunks的简报很简单:“我们想要创造一种馅料丰富、味道鲜美的饼干品牌，剩下的就看你了。”我记得在项目开始的时候，在一次团队谈话中，Doi(Petrikór ℗的一个设计师)脱口而出了以下问题:
“太酷了，那我们能把这个品牌当成自己的品牌吗?”
是的，设计团队Petrikór ℗就是这么做的! Petrikór ℗深入研究了项目的各个阶段，定位、命名、设计、建筑、网络和摄影方向。
关于名字，没错，Petrikór ℗直接地按字面意思来。每当有人第一次尝试饼干时，通常会听到这样的话:“哇，它真的很饱。”我们回答:“是的，它很厚!”
这个品牌的一个重要方面是，它天生就有精力和计划迅速扩大门店数量，并很快开始特许经营过程。在整个过程中，有一些东西一直困扰着我们:特许经营太无聊了!
我们从那里开始尝试创造一个设计，可以很容易地复制和扩展，同时，这将有一个独特的地方的外观和灵魂。我们避开了特许经营的“促销”外观，而打造出专注于对Chunky受众人群的日常生活方式的设计。
The briefing was quite simple: "we want to create a brand of insanely stuffed and flavorful cookies, the rest is up to you." — I remember at the start of the project, during a team conversation when Doi (one of our designers) blurts out the following question:
"cool, so can we build this brand as if it were our own?!"
Yes, that's exactly what we did! We delved into all stages of the project, positioning, naming, design, architecture, web, and photography direction.
About the name, that's right, we were stupidly literal. Whenever someone tries the cookie for the first time, it's common to hear something like: "wow, it's really stuffed." and we respond: "yes, it's chunky!".
An important aspect of this brand is that it is born with the energy and planning to rapidly expand the number of stores and soon begin the franchise process. Throughout the whole process, we had something that kept bugging us: Franchises are boring!
We started from there to try and create a design that could be easily replicable and scalable at the same time, but that would have the look and soul of a unique place. We steered clear of the "promotional" appearance of franchises and focused on a design that fits into the lifestyle and everyday life of the people who visit Chunky.
