深圳悦策传媒——咖啡的品牌管理这样做就对了！
Dean's Beans 在咖啡领域是倡导“有机咖啡”和“公平贸易”的领导者，纵观Dean's Beans咖啡公司的历史，他们一直走在咖啡界社会变革的前沿，成为了第一家获得联合国嘉奖的咖啡公司。 Dean's Beans is a leader in organic coffee and fair trade. Throughout its history, Dean's Beans has been at the forefront of social change in the coffee world, becoming the first coffee company to receive a United Nations award.
在三十多年后，当 Dean's Beans 需要通过一个外部视角去改变自己时，BRIGADE 为他们进行了全新的包装设计。这不仅仅是一次对咖啡包装袋的提升，更是一次去讲述Dean's Beans 关于咖啡事业发展故事的机会。More than 30 years later, When Dean's Beans needed an outside perspective to transform themselves, BRIGADE came up with a whole new packaging design. It's not just a coffee bag upgrade, it's an opportunity to tell Dean's Beans about the coffee business.
受到了六十年代街头艺术的启发，包装的整体使用了高对比度的鲜艳色彩，搭配手工绘制的图案。这些图案的灵感来自世界各地的艺术，以纪念Dean咖啡农的文化渊源。Inspired by street art in the 1960s, the whole package uses high-contrast bright colors with hand-drawn patterns. These patterns are inspired by art from all over the world to commemorate the cultural origins of Dean coffee farmers.
设计师还使用了“同心圆”的模式，将消费者的注意力集中在一只引人注目的“手”上，同时，也用“一只手”和“两只手”区别咖啡的类型（一只用于“单产地”包装，两只用于“多产地”包装）。这只“手”捧着一杯咖啡，意味着将咖啡豆传递到全世界。Using concentric patterns, we focus the consumer’s eye on a dramatic hand (one for single-origin bag and two for the multi-origin bag) offering-up a coffee cup, as a nod to the partnership required to move the coffee beans from seedlings to the brew found in coffee cups around the globe.
除了主体的插画，标签和包装背面也用文字在讲述着 Dean's Beans 的故事，帮助人们更好地了解 Dean's Beans Coffee，也体现着一种国际间的爱和联系。In addition to the illustration of the main body, the label and the back of the package also use words to tell the story of Dean's Beans, which helps people better understand Dean's Beans Coffee, and also reflects the international love and connection.
深圳悦策传媒观点：
利益系统，包含的其实就是USP和定位两大理论。一是购买理由，一是差异化标签。
本文整理自网络，仅用于宣传知识，版权归原作者，如有不妥请联系我们删除，谢谢！