The TNA
茶院士
The TNA Boutique Chinese TEA
茶院士，精品中国茶
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Background
滇之坊是一家致力于将普洱茶科技化的公司，但从品牌名称、品牌定位、价值主张、品牌形象上都难以体现客户所想要诉求的科技感。品牌名称滇之坊，在消费者的认知是云南的小手工作坊，产生的联想是云南特产，难以体现出第三代科技普洱的核心优势及专业科技感。科技普洱的定位是从行业端出发，消费者还没有认知，需从消费者认知角度出发重新定位。
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Dianzhifang is a company dedicated to technologicalizing Pu'er tea, but it is difficult to reflect the sense of technology that customers want in terms of brand name, brand positioning, value proposition, and brand image. With the brand name Dianzhifang, consumers recognize the brand as a small workshop in Yunnan, and the association they produce is a special product of Yunnan. It is difficult to reflect the core advantages and sense of professional technology of the third-generation technology Pu'er. Tech Pu'er is positioned from the industry side, so it needs to be repositioned from the perspective of consumer perception.
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Design concept
与行业其他品牌相比，滇之坊拥有独一无二的科技普洱国家专利，既可以作为茶产品内含物更高的技术证明，也可以把国家专利作为品牌的实力背书，放大国家专利优势，产品定位为国家专利益生菌发酵茶。品牌视觉上塑造一个茶院士的权威专家形象，基于消费者对权威的信任，提升品牌的科技价值背书。 -
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