SORA | 大象里Eleatery

游牧大象，自在生活。Nomad Elephant, Free Life.

大象里Eleatery是一家希望与顾客保持像社区邻里关系一般的茶酒食堂，品牌以线条插画「游牧大象」的手绘形象去展开设计，通过拟人化设计将活动状态展现的活泼自在，体现大象漫步原野，自在慢享的个性，从而体现品牌邻家舒适的社交氛围。

Eleatery is tea and wine restaurant that hopes to build up a neighborhood relationship between customers. The brand logo is line-art image of a nomad elephant, showing the free and slow characters of elephants wandering in the open country with a personification design. The brand also presents an intimate and cozy social intercourse atmosphere.

2022年2月SORA®开始进行该项目的品牌设计与空间设计服务，同年12月大象里Eleatery进入试营业阶段。

In February 2022, SORA began its branding project and spatial design service. And Eleatery started to enter the soft opening period in December the same year.

Eleatery大象里的品牌视觉是围绕品牌概念「游牧大象」去进行延展的，虽然大象给人的常规印象是稳重的，但它也会有属于自己自由惬意的轻松时刻，创作中我们始终遵循「抽象而精准，简练而多样」的出发点，克制地运用线条，去保留大象必要的轮廓特征。利用这种简练与干脆的笔法我们创作出一系列不同形态的大象，我们希望大象里的「大象」不仅仅停留在一个固有不变的图案，它可以是多样及有情绪的，就像人在一个放松的环境下也会有不同的动作，随性且自在。另外我们也用了炭笔元素去延展了配套的炭笔画风，用手绘方式去增加品牌插画的温度；

In terms of visual display, Eleatery was designed based on the brand concept of “nomad elephants”. Elephants give a steadier common impression for people; however, they also possess the comfort and brisk moment of their own. When designing the logo, we hold the belief of “abstract but precise, concise but pluralistic” – utilized simple lines to draw the outline of key characteristics of elephants. And we created a series of elephants in different forms in this simple way in order to vividly display elephants in different emotions, just like human’s various motions in a comfortable surrounding – relax and free. In addition, the usage of carbon element has derived the matching charcoal pencil style, which has added in more warmth into the illustration for the brand.

品牌LOGO在现代简洁的基础上融入了圆润的衬脚，去平衡商业、气质、邻家三者之间的关系；我们将品牌名称Eleatery中El做了一个连笔和大圆弧处理，这样的设计可以让El更像一个整体，便于传播和记忆，同时增加了一些图形感，给它保留了一定的联想空间，它的形态可以像大象的鼻子，或者是大象坐着的状态等等，你可以赋予它你的想象。

The logo has integrated gentleness into simplicity to balance relations among business, temperament and neighborhood. Particularly, we designed the characters “El” in a joined-up and arc-shaped manner. This combination of characters is easier to memorize and increases the graphic sense. It gives the customers more room to associate – could be an elephant trunk or a sitting elephant. Welcome to imagine.

游牧至此，驻扎于此。Travel here, and stay.

从品牌概念「游牧大象」中提取游牧节奏、时段性、自然栖息、群居等特点出发，衍生出驻地生活元素，我们将其具象化用「房车驻地」来构设空间。我们理解的「房车驻地」并不是现代化房车的聚集地，它可以视为是游牧部落的临时栖息地，游牧至此，驻扎于此，相似游牧于各地的大蓬车。

We extracted the characteristics of nomadism, periodicity, naturalism and group-living from the brand notion of “nomad elephants”, and utilized encampment life elements creating a space in a touring car style.

通过概念的体现我们希望能将空间的自由度提高，我们希望尽可能的将空间最大程度的打开，以厨房为据点向外展开，连贯周围环境，拉近与邻里之间的距离。

In our perception, instead of modernized vehicles, touring car encampment should be a temporary habitat of nomadic tribes – like caravans travelling round, they come and just stay. Therefore, according to this idea, we hope to increase the degree of freedom in this space with open area at the most extent. Our kitchen faces outward and directly connects with all the surroundings.

邻里共享，茶酒食堂。Our Neighborhood, Our Eatery.

Eleatery大象里的建立，其身后是一支已有数年丰富管理经验的餐饮团队所搭建的新餐饮品牌，品牌在选址上以社区定位为主，辐射周边居民及写字楼人群，意于营造邻家舒适的社交氛围。

Behind this new restaurant brand is an experienced and sophisticated catering managerial force. Eleatery selected its location in communities covering the nearby residence and offices and building up a neighboring social atmosphere.

Eleatery大象里的品牌温度是由内至外的，内在体现于产品上融合创新菜式为都市人群提供全时段的餐酒体验，也体现在餐厅团队之间默契协作，友好风趣的待客氛围；

The brand warmth is what penetrates Eleatery’s concept: full-time special cuisine services, collaborative teamwork among the staffs and joyful customer experiences.

餐厅空间中所筑造的木质舒适与模糊室内户外边界的融合感，午后与三五好友伴坐户外闲聊半响，让夕阳与时光共同流淌，这是Eleatery大象里的外在，是属于大家相处自在，纯粹温暖的茶酒食堂。

The cozy wooden decoration will blur the boundary between indoors and outdoors. In Eleatery, you are welcomed to enjoy the soft sunshine in a lazy afternoon with your besties at ease. This is a warm and comfortable eatery for everybody.