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靳与刘之八马茶业品牌全案详解
(2013-08-30 17:51:08)
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一、八马品牌设计描述
BAMA TEA Design Concept
从品牌价值出发，建立一个全面的视觉系统，包括品牌形象、辅助图形、延伸到2款高端产品的命名及包装设计，vi设计规范，以及终端si的设计规范。
We establish a brand new visual system based on the brand value,
including brand image, supporting graphic, and then utilize the new
image and supporting graphic to create the names of two high-end
products and the packaging, VI standard and SI
standard.
二、品牌背景
Brand Background
1.中国茶业市场体量巨大，品牌众多，但严重同质化，市场分散，行业内没有形成领导品牌。
Chinese Tea market is massive with lots of different brands but it
also lack of a market leader, and every brand looks the same and
the market is also
decentralized.
2.八马茶业被评为国家级非物质文化遗产铁观音的代表，凭历史文化积淀、优质工艺品质，建立了一定市场地位和品牌知名度。
BAMA TEA was highly recommended as the representative of Tieguanyin
Tea and it’s also recognized as a national intangible culture
heritage. The brand has its reputation and market place not only
because of its long history but also the high quality.
3.建立新形象和视觉系统，提升品牌的高度，成为市场领导品牌。
They would like to establish a new brand image and visual identity
system in order to increase the brand image and become a leading
brand in the market.
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三、品牌策略
Brand
Strategy
1.新形象围绕“商政礼节茶”的品牌定位，表现大礼不言的礼文化，找到中国马文化、礼文化与品牌的结合，中国马是写意的，比较优雅的，有一种温文尔雅的风范，更是对礼的崇尚，将具有马鞍形态的“八”的符号融入仪马形象。
As BAMA TEA’s original brand positioning is etiquette tea for
business and political purpose, people would like to buy BAMA Tea
as a gift to other important person because of its brand position,
as a result, the new brand image keeps the traditional brand value,
in order to express the culture that behind the brand,
K&L found the relations among traditional Chinese
horse culture, etiquette and BAMA TEA. The image of Chinese horses
are relatively elegant and horse riding is much enjoyable, so
K&L utilize a Chinese traditional etiquette horse
and transfer the saddle into the Chinese character “BA” to create
the new brand image for BAMA
TEA.
2.两个高端产品系列设计，从产品特性中发展独特的包装设计概念，呈现品牌形象与产品形象格调统一，相辅相成。
The packaging of two high-end products of BAMA TEA, was designed
based on the specialties of the products; it shows an integrated
image of the brand and the
product.
普洱被誉为“能喝的古董”，靳与刘为八马一款高端普洱产品命名为“尔礼”，“尔”通“洱”，表达如此贵重的礼品之意。
Pu’er tea is known as ‘drinkable antique’, K&L gave
a name ‘Erli’ to the high-end Pu’er tea of BAMA TEA. ‘Erli’ and
Pu’er tea has a same pronunciation ‘er’ and ‘Li’ means etiquette in
Chinese, so the name also means ‘precious regards’ in
Chinese.
“尔礼系列”选用原生态的材质，水松木为载体，既体现产品的古朴和厚重感，也能满足普洱的通风存放要求；以光绪年间金瓜贡茶为原型的金属锭，是整个包装的点睛之笔，留下记忆点；整体包装风格现代、材料工艺讲究，延续了八马尊贵、品质、礼诚的品牌价值。
‘Erli’ Series use cork wood as the main material of the package,
for the pattern of the wood can fit the characters of the product
which are simple but dignified, and the wood itself can fulfill the
a ventilation storage condition for Pu’er tea. The idea of the
boxes’ handle comes from the golden pumpkin tribute tea of Guangxu
period; it highlights the whole package and makes people to
remember it. The packaging has a modern style and unique materials
which represents the dignity, high quality and sincerity of BAMA
TEA’s brand value.
铁观音本是一种介乎绿茶与红茶之间的半发酵茶，有绿茶的清香、红茶的浓郁，硬朗似“铁”，柔和似“观音”，观音韵，性中庸。八马铁观音高端系列，靳与刘为其命名为“观想”，“观其形，想其意”。
Tieguanyin Tea is a half-fermented tea that between green tea and
black tea; it has green tea’s delicate fragrance and black tea’s
rich taste, just like the combination of ‘iron’ and ‘Guanyin’ in
Chinese Buddhism. For the high-end Tieguanyin Tea of BAMA TEA,
K&L gave a name ‘Guanxiang’.
“观想系列”包装从概念，造型，材质等不同角度诠释“八马?观音韵”。透过叶片和涟漪的交融，流露出“一花一世界，一叶一菩提”的禅意；再结合瓷、木、锡的材质，彰显出产品的气质与尊贵；锡的硬朗、瓷的柔和、木的灵性，用不同的质感，抒写八马铁观音“刚柔并济”的人生哲学。
‘Guanxiang’ Series explain the charm of ‘BAMA Guanyin’ from
different aspects including concept, shape and material. It reveals
the Buddhist ‘To see a world in a grain of sand, and a heaven in a
wild flower’ from the link of the metal leaf and the ceramic
riffle. The package is made of ceramic, wood and tin, the
combination of different materials shows the elegant and dignified
character of the products, also expresses the philosophy of BAMA
Tieguanyin Tea.
3.终端设计：打破了泛中国茶文化的格局，突出品牌专属性，“马”形象的应用结合现代人的饮茶需求，通过细节处理，提升文化意境和品位。
The SI design breaks the old Chinese Tea culture; it emphasis the
unique brand image. K&L utilizes the image of the
horse combine with the demands of tea drinking, improves the brand
image and the organization
culture.
四、流程：
Logistics
由客户、策略、设计、制作不同的专业人士组成团队，开展创意讨论然后分别执行细分的工作，同时有配套的管理软件监控项目的进程，实现项目信息共享。观想、尔礼产品包装盒及店面执行大胆采用新材料，技术难度大，流程最复杂，靳与刘与其它合作伙伴配合开发，跟供应商一同解决了陶瓷“窑变”、等技术难题。
The team was funded by both client and K&L,
including strategy, design, produce and decision making. First the
team will come out with creative ideas and then the ideas will be
executed. There’s also software to assist with managing the
program, and the information will be shared between client and
K&L.
五、成效：
Achievements
新形象能代表品牌核心价值、形象有文化根源，决定了品牌专属性，获得客户高度认可。截止目前为止，深圳市已有四家门店开始使用八马的新形象，据客户反映，八马新形象非常独特，让人耳目一新。新出的产品、推广物料采用了新的形象以及辅助图形，较之前的形象能够带来更为广泛的应用，增强了品牌的完整性及一致性。
The new brand image represent the core value of the brand, it
contains organization culture and determines the brand specialty.
After BAMA TEA changes to the new brand image, it was highly
recommended by the end users and the market. Till now, there’s
already four shops used the new image in Shenzhen city. From the
feedbacks of the customers, the new image is very unique and fresh.
Some other new products of BAMA used the new brand image and
supporting graphics and this helps the brand to build a
comprehensive and integrated brand
value.
靳与刘设计的两款观想及尔礼系列包装，通过在不同渠道对它们的宣传，使它们在还未上市的时候便已广受好评，2011年5月11日，在八马新品发布会上，获得了经销商的认可和广泛的好评，新的产品一亮相就收到产品订单。
The two product series ‘Erli’ and ‘Guanxiang’ have already received
positive comments before they launched to the market. On BAMA’s new
product launch conference on 11th of May, ‘Erli’ and ‘Guanxiang’
both received lots of order on that day.
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