JOOYIP昼叶茶廊

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.

 

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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.

 

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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.

 

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品牌定位

Brand Positioning
 

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原叶精萃新茶饮

Original Leaf Extract New Tea Drink     

 

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广告语

Advertising Slogan

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臻品茶  新作派

BEST TEA  NEW WAY 

 

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品牌设计

Brand Design

 

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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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符号的提炼取自我们对“昼夜”-白昼黑夜及茶树叶的理解。摇荡的原叶茶杯作为品牌的主要符号出现。原液激荡,茶香回甘。

Symbols derived from our "circadian" - the day the night and the understanding of the tea leaves. Oscillation of the original leaf tea as the main symbol of the brand. Original liquid ferment, the sweet tea.

 

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空间设计

Space Design

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空间设计理念

Space Design Concept

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二层沿街铺面在设计呈现中采取阁楼制大采光通铺的形式,考虑了吧台和卡座以及顾客的舒适性,也同时设置了包厢和多人卡位,方便不同需求的顾客到店品饮。通屋采用浅胡桃木及白暖色灯光氛围,增加舒适度。同时设立了书架和IP周边产品架,增加消费者互动。操作台空间通透直观展现原叶茶制作流程,卫生透明。品牌的符号及广告语呈现其中,为品牌的认知增添了更多的色彩。

In the design and presentation of the second-floor pavement along the street, a loft system is adopted in the form of a large light-passing shop, taking into account the comfort of the bar, card seats and customers, and also setting up boxes and multi-person card seats to facilitate customers with different needs to come to the store for drinks. Through the house, light walnut wood and warm white lighting atmosphere are used to increase the comfort. At the same time, bookshelves and IP peripheral product shelves have been set up to increase consumer interaction. The operating table space is transparent and intuitive to show the production process of raw leaf tea, which is hygienic and transparent. The brand's symbols and advertising slogans are presented, adding more color to the brand's cognition.

 

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原叶是茶的最高级饮用形式

Raw leaf is the highest drinking form of tea

在创始人李辉看来,同为“成瘾性产品”,且经常互为替代品的茶与咖啡有一个最大的区别,那就是咖啡的最终饮用形式都是“粉”,而茶是“完整原叶”。再好的咖啡豆,最终都会被磨成粉后才能饮用。而茶叶“消费升级”的维度则是茶叶的完整度。将茶叶制成粉或磨成碎渣再冲泡,与用完整原叶直接冲泡之间,有着相当大的口味差距。

According to founder Li Hui, the biggest difference between tea and coffee, which are both "addictive products" and often substitutes for each other, is that the final drinking form of coffee is "powder", while tea is "complete original leaf". No matter how good the coffee bean is, it will be ground to powder before drinking. The dimension of tea "consumption upgrade" is the integrity of tea. There is a considerable difference in taste between making tea into powder or ground into ground ground and brewing it directly with the whole raw leaves.

 

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高品质的完整原叶在茶农的精心培育和有克制的摘采环境下,其本身富含氨基酸、多糖、多酚等为茶叶增香添味的营养物质。保留完整原叶,减少过度加工,才能充分保全营养物质,中和会导致“苦涩口感”的生物碱。

The high-quality intact primary leaves are rich in amino acids, polysaccharides, polyphenols and other nutrients that add flavor and flavor to tea under the meticulous cultivation of tea farmers and restrained picking environment. Keep the raw leaves intact and reduce excessive processing to fully preserve nutrients and alkaloids that can cause "bitter taste".

而工业化的磨碎制粉等加工手段本身会极大程度的破坏了其中的营养成分,因此,完整原叶形态的茶才能做到口味丰富有回甘,可以经受更多次冲泡且久泡不涩。用李辉的话说:完整原叶是茶最高级的饮用形式,对原叶本身的破坏性加工,都会导致茶叶风味的流失。因此好的茶叶一定要以完整原叶的形态提供给消费者。

However, industrial milling and other processing methods will destroy the nutrients in the tea to a great extent. Therefore, only the tea with complete original leaf form can achieve rich taste and sweet taste, and can withstand more brewing without being bitter for a long time. In Li Hui's words: "the intact raw leaf is the highest drinking form of tea, the destructive processing of the original leaf itself will lead to the loss of tea flavor. Therefore, good tea must be provided to consumers in the form of intact original leaves.

 

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原叶最能给人仪式感与生活气息

The original leaves can give people a sense of ritual and life

 

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中国人很早便有通过喝茶品味生活、陶冶情操的习惯,唐代诗人白居易在诗赋中就多次提到饮茶,在《山泉煎茶有怀》中,白居易曾专门描述自己思怀爱茶人“无由持一碗”的煎茶饮茶日常;北宋文豪苏轼也曾以《汲江煎茶》整篇七律细致的描写自己从取水到饮茶的全过程。

Chinese people have a habit of tasting life and cultivating their sentiments by drinking tea very early. The Tang Dynasty poet Bai Juyi mentioned drinking tea many times in his poems.In "Shanquan Sencha You Huai", Bai Juyi once specifically described the daily life of sencha and tea drinking of his "no reason to hold a bowl" of tea lovers; Su Shi, a writer in the Northern Song Dynasty, also described his entire process from fetching water to drinking tea in detail in the entire seven-discipline of "Jijiang Sencha".

 

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这喝茶过程中,“仪式感”尤为重要。例如白居易和苏轼均随当时之风气,远赴泉眼和江边寻找“活水活火”来烹制煎茶,甚至详细描述了所用茶具和用水的选择与用量。就如同许多咖啡手冲爱好者,相比咖啡本身,其实更享受称豆、磨豆、滤泡、萃取的一系列过程一样,“仪式感”所带来的生活气息,是喝茶不可缺少的一部分。

In the process of drinking tea, the "sense of ritual" is particularly important. For example, Bai Juyi and Su Shi both went to springs and riversides to find "living water and fire" to cook sencha, and even described in detail the selection and amount of tea sets and water used. Just as many coffee lovers actually enjoy the series of processes of weighing, grinding, filtration and extraction more than coffee itself, the breath of life brought by the "sense of ritual" is indispensable for drinking tea part.

而“原叶”最能将茶的这种特点发挥出来。为了放大“香气”这一喝茶过程中的核心体验,昼叶茶廊通过不同天然成分的提取香料,针对每一款茶产品的口味进行适配,使得消费者在品饮的一瞬间,自然清香从中飘出,感受到愉悦。

The "raw leaf" can best bring out this characteristic of tea. In order to amplify the "aroma", the core experience in the process of drinking tea, JOOYIP uses different natural ingredients to extract spices to adapt to the taste of each tea product, so that consumers can enjoy the natural taste at the moment of drinking. The fragrance wafts out of it, and you feel pleasure.

 

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Published on 七月 26th, 2022
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