VISUAL DESIGN - BRAND

蜀韵盖碗茶｜品牌全案设计

FULL BRANDING DESIGN - SHUYUN GAIWAN TEA

盖碗茶，四川等地人民的传统饮茶风俗。是一种上有盖、中有碗、下有托的茶具。又称“三才碗”，盖为天、托为地、碗为人。品盖碗茶，韵味无穷。Gaiwan tea is a traditional tea-drinking custom of the people in Sichuan and other places. It is a tea set with a lid on top, a bowl in the middle, and a tray at the bottom. It is also called the 'Sancai bowl' with the lid representing the sky, the tray representing the earth, and the bowl representing people. Tasting Gaiwan tea will bring you endless charm.

品牌名称与定位

作为一家成都本土老茶馆，过去主要面向岁数较大的本地用户群体，当下面对游客增加和茶饮文化的日益盛行，以及茶饮行业竞争愈发激烈的环境，传统茶馆亦需突出重围，跟上时代，拥抱新潮，转型升级。
As an old teahouse in Chengdu, it used to target older local customers. Currently faced with increased tourists, the growing popularity of tea culture, and increasingly fierce competition in the tea industry, traditional teahouses also need to stand out, keep up with the times, embrace new trends, and transform and upgrade.
“蜀韵盖碗茶”的品牌名称由三部分组合：“蜀”代表地域，是茶馆的文化属性；“韵”代表产品品质；“盖碗茶”传递品牌特色与差异化体现。
The brand name of ‘Shuyun Gaiwan Tea’ is composed of three parts: ‘Shu’ represents the region and is the cultural attribute of the teahouse; ‘Yun’ represents product quality; ‘Gaiwan Tea’ conveys the brand characteristics and differentiation.

塑造品牌标识

当下茶饮文化风靡全球，传统茶饮怎样成功转型，不再固守老一辈人群和地域，让更多人了解并尝试？作为当地特色，盖碗茶不仅是一种茶饮，更是一种闲散惬意的生活态度，那么它的品牌标识的设计不仅是形的设计，美学的体现，更是传统东方文化与积极走向世界追求的融合表达。Nowadays, tea culture is popular all over the world. How can traditional tea be successfully transformed and no longer confined to the older generation and area so that more people can understand and try it? As a local specialty, Gaiwan tea is not only a kind of tea but also a leisurely and comfortable attitude towards life. Therefore, the design of its brand logo is not only a shape design and an embodiment of aesthetics but also a fusion expression of traditional oriental culture and the pursuit of actively going global.

设计方案

logo图形采用形神兼备的设计策略，将东方传统文化运用西方几何美学加以表达。色彩识别上，采用茶叶绿并点缀竹叶青于碗与托之间，点睛人如竹般坚韧般顶天立地的东方文化。字体识别方面，将品牌拼音全拼的英文字母作为主识别，表现走向国际市场的品牌理念，并采用无衬线字体符合当下审美趋势，拥抱年轻新群体。

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