设计利用对于湘菜文化的群体记忆与空间的关联转化，让人们对熟知的事物产生新的兴奋感和好奇心。该项目以空间体验情绪及品牌空间感知力两方面入手，以洞庭湖的自然与形态转化为设计语言，回应新生代人群对高颜值、强互动的追求。尊重及发掘佬麻雀的品牌调性，采用现代简洁的设计理念进行品牌升级和迭代，“转换”与“消解”人在城市中的快节奏情绪。

This design makes use of people's group memory of Hunan cuisine culture and the related transformation of space, so that they can generate new excitement and curiosity about familiar things. This project starts with space experience emotion and brand space perception, and transforms the nature and form of Dongting Lake into design language, which well satisfies the new generation's pursuit of high value and strong interaction. This design fully respects and explores the brand tonality of Old Sparrow, and adopts modern and concise design concept to upgrade and iterate the brand, so as to "transform" and "dispel" people's fast-paced emotions in urban life.