Background

Xie Xie Nong (謝謝儂), meaning “thank you” in Shanghai dialect, is a Shanghainese restaurant in Hong Kong. Previously named Shanghai Po Po 336, is one of our rebranding projects in 2019.We want to keep the essence of the brand and bring freshness to customers at the meantime. Also, we want to show people the culture and human warmth of the old Shanghai lanes.

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Solution

“336” is the homophonic of "xie xie nong” (thank you) in Shanghai dialect, implying that the restaurant makes every dish to thank their customers for the support. To emphasise this message, we directly use Xie Xie Nong (謝謝儂) as the brand name, simpler and catchier.Shanghai lane is an inseparable element in Shanghai people’s daily life. People eat in the lane, play in the lane, grow in the lane. We thus put this signature Shanghai culture into the logo by representing it with three arches.Sentences using “儂” (nong) can be seen on the wall, inside the menu of the restaurants. The word “儂” not only means “you”, but also implies the human touch and Shanghai culture behind. Together with the wall paints of the Shanghai lady, walking into the restaurant will bring you back to the old days in Shanghai.

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背景

「謝謝儂」，在上海話中有「謝謝你」的意思，是一間上海菜餐廳，前身為上海婆婆336。品牌重塑的過程中，我們希望在保留品牌本質的同時，亦能為顧客帶來新鮮感。既能帶出舊上海的風味，也能將「謝謝儂」背後舊上海弄堂中的人情味展現出來。

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解決方案

餐廳原名中的「336」是上海話「謝謝儂」的諧音，寓意用心做每一道菜來感謝顧客的支持。為更加突出這一訊息，我們直接用「謝謝儂」作為品牌名稱，簡潔而有標誌性。上海人吃在弄堂，玩在弄堂，長在弄堂，日常生活和弄堂密不可分。我們把這種舊上海的弄堂文化以三個拱門的形狀加入了標誌中。餐廳內隨處可見「儂好」、「拜託儂」等帶有「儂」字的句子。一個「儂」字，不單指「你」，也包含著濃濃的舊上海家鄉味和人情味。配合店中牆上的舊上海壁畫，令你走入店中時如同回到了三十年代的上海。