臻品茶新作派-昼叶茶廊 | IFPD案例

VIS设计/餐饮、娱乐、休闲

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发布于2022-08-06

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潘艺夫设计团队

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品牌背景

Brand Background

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茶、咖啡、酒,都是历史悠久、文化深厚,在中国有众多拥趸的品类。但茶却无疑是其中“品牌化”程度最低的一类。好在当前的茶品牌都开始纷纷拥抱更深层次的品牌迭代时代,进入了品牌3.0的赛道,从民茶-茗茶-名茶最后再到民茶是一个庞大而繁复的品牌历程。而就是在这样激烈竞争的赛道之中,我们依然看到了众多新品牌,新茶饮,新生代不断地如雨后春笋般拔地而起,势头惊人。

Coffee, wine and tea all have a long history and profound culture and have many fans in China. But tea is undoubtedly the least "branded" of them all. Fortunately, the current tea brands have begun to embrace the era of deeper brand iteration, and have entered the track of brand 3.0. It is a huge and complicated brand process from folk tea - tea - famous tea to folk tea finally. But even in such a fierce competition, we still see many new brands, new tea drinks, the new generation is constantly mushrooming, the momentum is amazing.

我们在为昼叶品牌进行2.0革新的时候,市面上已经出现了原叶茶的竞品,规模都不在小,借着这波热潮,我们为品牌进行了视觉和空间的迭代。

At the time of our 2.0 innovation for JOOYIP, there were already competing products of Original Leaf tea on the market, both of which were not small in scale, and we took advantage of this wave to iterate visually and spatially for the brand.

我们发现1.0的昼叶作为创始人本身出于对原叶茶的热爱进行了自我的品牌创作,选址当然是放在商业中心,但是对于没有经过品牌梳理及价值定位的新品牌,买单的人当然有限。所以我们对昼叶进行了产品的复盘。开创了新的原叶与奶泡的结合及针对不同人群设定的果味原叶茶饮。推出市场后便收到了一致好评。

We found that JOOYIP 1.0, as the founder, created its own brand out of love for original leaf tea. Of course, the site was located in the commercial center, but for the new brand without brand sorting and value positioning, of course, there were limited buyers. So we made a review of JOOYIP products. Created a new combination of raw leaf and milk foam and set for different groups of fruity raw leaf tea. After the launch of the market, it received unanimous praise.

品牌定位

Brand Positioning

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原叶精萃新茶饮

Original Leaf Extract New Tea Drink     

广告语

Advertising Slogan

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臻品茶  新作派

BEST TEA  NEW WAY 

品牌设计

Brand Design

符号设计

Symbol design

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以茶汤波动的茶杯作为品牌的主体符号,有沉有浮,在沉静中带来一丝灵动。

The logo is a teacup with water floating, which gives people a comfortable and calm feeling. It is very pleasant to drink tea and chat in this teahouse, forgetting the passage of time.

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