高吉白茶 . GaojibaiTea

高品质安吉白茶

中国高品质安吉白茶领导品牌

让每个人都能品味高品质安吉白茶

Background

高吉白茶，原品牌名为鼎泓茗。客户为茶行业的新进入者，怀着做好茶的愿望接手鼎泓茗。但对茶行业不够熟悉了解，亟需寻求系统的品牌创意方案。从鼎泓茗现状的诊断中，从名称到产品结构，都是落入传统茶从业者视角的套路。品牌名称”鼎泓茗”，看似充满文化韵味，却难记难写；品牌符号印章加一个书法字，形象老化，在茶叶市场一溜门店看上去都一样，欠缺差异化；产品系列命名，采用充满文化感的词汇，但却让人云里雾里，不知道这个茶与那个茶有什么区别，消费场景模糊，不知从何选择。
Gao Ji white tea, the original brand name is Dinghong Ming. The client is a new entrant in the tea industry and takes over Dinghong Ming with the desire to make tea. However, they are not familiar with the tea industry, so they urgently need to seek systematic brand creative solutions. Through the diagnosis of the current situation of Dinghongming, from the name to the product structure, it has fallen into the routine of the traditional tea practitioners.
The brand name "Dinghong Ming" seems to be full of cultural charm, but it is difficult to re-member and write; the symbol of the brand is a seal with a calligraphy character, and the image is aging. It is similar in the tea market and lacks personalization. Secondly, the naming of series products adopts cultural vocabulary, but consumers are not clear about the difference between different series. The consumption scene is blurred and they don't know where to choose.

Design concept

从企业自身的禀赋出发，重新对品牌命名。企业创始人及过往历史中始终重视茶的品质，致力于为茶客提供高品质的安吉白茶，重新命名为高吉白茶，高级白茶高吉白，字形简单，读起来朗朗上口。吉，既表示安吉白茶，也寓意东方吉祥文化，同时也与橘谐音，故而以橙色作为品牌主色，充满时尚活力，与传统茶叶品牌形成明显的差异。整个包装的产品体系，也以传统文化中吉祥的动物为造型元素，但通过更时尚简约的设计手法，使得品牌形象焕然一新。

Starting from the enterprise's own endowment, rename the brand. The founder of the company always attaches great importance to the quality of tea and is committed to providing high-quality Anji white tea for tea customers, renamed "Gaoji white tea". The high-grade white tea Gao Jibai has a simple font and is easy to read. Ji, not only means Anji white tea, but also implies oriental auspicious culture, and is also a homonym for orange. Therefore, with orange as the main color of the brand, orange is full of fashion and vitality, forming a clear difference from traditional tea brands. The entire packaging product system also uses auspicious animals in traditional culture as its modeling elements, but through more fashionable and simple design techniques, the brand image is refreshed.

服务内容

品牌策略|品牌视觉

服务时间

October 2019

客户

高吉白茶

项目成果

• 创造易于识别和记忆的品牌名称，快速建立品牌认知

• 构建面向不同人群、细分需求和消费场景的产品线体系，并精准诉求核心价值

• 东方文化时尚化的视觉表现手法，创建高端、品质、时尚的茶品牌视觉形象和包装体系