Hello, I’m carl. Before designing this brand, I have designed a brand for many individuals or companies. Now I invite you to visit the small world of my brand, and I put a lot of energy into it. This paper contains a lot of my thinking about the brand, as well as my understanding of the brand, I think it should have the quality. This brand has accompanied me for a lot of time. Day after day, I have witnessed him thrive beside me, turning from a little creative spark to a complete brand. My creation process is very complicated: from logo to VI and brand image model, I will ﬁrst draw a rough image on paper, then build a detailed drawing on the computer, then select my favorite parts for 3D modeling, and constantly adjust the surface material until the quality I think is good enough. This brand is a coffee brand.
2 Overview of the current situation
The target market is the middle and low-end market in China. The target customers are white-collar workers, students and people who often need to stay up late. China’s coffee scene has a lot of potential, but it hasn’t been fully explored. Most Chinese people don’t have the habit of drinking coffee. Many coffee prices remain high. I think it is necessary to ﬁnd the pain points of consumers in combination with the market. Looking at the above situation, the main challenges we face are as follows:
4. How to adapt to the Internet era and gain advantages
Coffee is one of the three major drinks in the world, which is made of roasted coffee beans. With the improvement of people’s living standards and the growing awareness of coffee culture, the coffee industry in China is on the rise. “According to the statistical data, in 2018, the scale of China’s coffee market exceeded 200 billion yuan. With the change of people’s consumption concept, Western goods and consumption habits are gradually accepted. It is expected that the market scale will exceed 300 billion yuan in 2020.” The downstream applications of coffee industry are mainly in shopping malls, supermarkets, e-commerce platforms, coffee shops, convenience stores, etc. 【1】“Coffee” is one of the three major drinks in the world, which is rich in protein, crude ﬁber, crude fat, caffeine, etc. Because of its unique mellow taste, refreshing and exciting function, it has gradually become an indispensable daily drink for modern people. Coffee plays an important role in the history of Global trade, especially in the West One of the symbols of Fang culture. In terms of types of coffee, there are mainly 12 kinds of coffee, including espresso, Macchiato American coffee, white coffee, latte, Herbalife, cappuccino, mocha, etc. 【2】“The global production of raw coffee remains at 1.5 billion bags (60kg per bag), while the import volume of raw coffee in China is growing rapidly year by year. The consumption of coffee by Chinese consumers tends to be mature and the demand is gradually increasing. Brazil is the world’s largest coffee producer, accounting for 40% of the world’s total coffee supply. Vietnam is the world’s second largest coffee producer, accounting for 20% of the world’s supply. 【3】“With the improvement of people’s living standards and the growing awareness of coffee culture, the coffee industry in China is on the rise. According to the statistical data, in 2018, the scale of China’s coffee market exceeded 200 billion yuan. With the change of people’s consumption concept, Western goods and consumption habits are gradually accepted. It is expected that the market scale will exceed 300 billion yuan in 2020. 【4】“ The rapid development of China’s coffee industry has led to the coffee chain industry. For example, according to the data of coffee shops, the number of coffee shops in China is growing rapidly. With the improvement of people’s living standards, coffee drinking in coffee shops has become a daily rest activity, and the market scale of coffee shops is also expanding. 【5】“In 2007, there were about 15900 cafes. By the end of 2018, the number of cafes in China has exceeded 140000, and it is estimated that the market size of cafes in 2019 will exceed 35 billion yuan.” According to the consumption form of coffee, it can be divided into instant coffee and instant coffee. Among them, the simple and convenient instant caffeine is very popular in China, accounting for the highest proportion in the market; the proportion of instant coffee and ready to drink coffee is as high as 84%, and the proportion of ground coffee market is only 16%. Coffee has a relatively short history in China. In the 1980s, Nestle’s instant coffee was introduced into China, opening the coffee enlightenment for Chinese consumers. In 1999, Starbucks opened its ﬁrst store in China, gradually cultivating Chinese coffee consumption habits. 【6】“In terms of coffee products, types and prices, consumers generally accept 30 standard prices, the most popular is latte, with an average price of 303 yuan, followed by Mocha, with an average price of 32.8 yuan; the third average price of caramel macchiato is 31.9 yuan.” In 1988, the instant coffee represented by Nestle opened the entrance of China’s coffee consumption. In 1999, Starbucks entered China “to promote the scale economic development of CAF é with the mode of standardized production and quality control, and educate the nearly blank Chinese coffee market at that time. At present, the consumption of freshly ground coffee and coffee social culture represented by Starbucks are increasingly favored by more Chinese consumers in the context of consumption upgrading. In China’s current coffee market, coffee brands and retail services include coffee consumption in non chain coffee shops, restaurants, beverage shops, convenience stores and self-service coffee machines. There are many factors that will promote the market of coffee industry, including the growth driven development of catering industry, the growth driven by product and surrounding creativity, the development driven by the Internet and coffee, and the scene consumption diversiﬁed scenario.【7】 “In 2018, the revenue of catering industry reached 4271.59 billion yuan, accounting for 11.21%，Among them, the beverage and cold drink business income of Catering Enterprises above Designated Size accounts for 4% and increases gradually every year. “