創意品牌形象設計之研究-以「藏」jabber咖啡為例
Abstract
摘要
本創作研究以「藏」-jabber咖啡為創作主題，透過相關文獻研究與個案研究後，建構以都會女性為市場之創意情感咖啡品牌，並規劃與創作一系列的視覺設計創作。主要創作目的是應用消費性的符號學原理，為舊有咖啡品牌建構新的形象策略，並透過新的創意策略拓展新的消費群，建構明確的市場定位，在新概念下建構具獨特創意的視覺形象系統，以符合小眾市場時代的需求。創作研究方法包含文獻分析法、個案研究法、市場實地訪察法、創作實證法進行。在創作歷程中，首先針對台灣市場分析目前咖啡經營趨勢，了解目前現狀之後以「創意情感咖啡」的概念建構新的品牌視覺系統，進而分析競爭品牌的市場、品牌概念、品牌策略、銷售通路等作為市場定位參考。研究五行概念、符號學理論、情感設計內涵、創意品牌發展等作為擬定品牌策略參考，再確定五個系列的創意咖啡定位、品牌創意概念、明確設計方針，最後進行設計構想草圖發展與相關視覺設計。
第一章緒論主要內容說明研究動機、研究目的、名詞釋譯、研究創作方法、研究架構；第二章相關文獻研究包含情感設計、符號學、五行作文獻分析研究，近年台灣咖啡文化經營相關發展與個案研究，第三章針對「藏」咖啡分析競爭品牌、訂定形象策略、執行品牌創意設計，並對「藏」咖啡設計創作作品理念說明；最後一章提出具體結論與建議。本創作研究之具體研究價值，在於以情感故事建構咖啡之品牌文化，依照東方自然哲學區分五種類型市場，並依此設計五種象徵符號，進而延伸出符合當代社會現況的創意情感咖啡系列視覺設計。
關鍵字：五行、情感設計、符號學、創意品牌
ABSTRACT “Jabber”Emotion Café is the subject of this essay. After plenty of research of related documents and case studies, the author tries to build a creative emotional coffee brand which targets at urban women and create a series of visual designs. The purposes of this essay are as follows: use the principle of consumer semiology to constitute a new image strategy for an old coffee brand; expand into new consumer groups through this new image strategy and establish its own clear market positioning; meet requirements of niche markets by creating unique and creative visual image system. The methods of this study include analysis of theses, case study, market survey and verification. First step is to analyze and understand current trends of coffee business in Taiwan market, then use the concept of “Jabber” Emotion Café to build a new visual system of brand. Second, analyze market share, brand concept, brand strategy and sales channel of rival coffee brands as references for market positioning. Third, study the concept of “Wu-Shin” , theory of semiology, content of emotional design as references for brand-strategy making. Fourth, decide the positioning of a series of creative coffee brands, concept of brands and direction of designs. At last, draft and create all visual designs. Chapter 1 illustrates motive, purpose, definition of terms, method of research and structure of research. Chapter 2 includes documents research of emotional design, semiology, “Wu-Shin”, recent development of Taiwan coffee culture and case studies. Chapter 3 illustrates the process of creation of “Jabber” Emotion Café, including analysis of rival brands, image strategy of brand, direction of designs and drafting of designs. Chapter 4 introduces design concept of “Jabber” Emotion Café. In last Chapter, conclusion and suggestions are proposed. The value of this essay is to build brand culture of coffee by telling emotional stories. The author separates markets into 5 different types and designs 5 unique symbols for each type according to oriental natural philosophy and further creates a series of visual designs of creative emotional coffee brand in line with modern social circumstances. Keywords: Wu-Shin, Emotional-Design, Semiotics, Creative-Brand
ABSTRACT “Jabber”Emotion Café is the subject of this essay. After plenty of research of related documents and case studies, the author tries to build a creative emotional coffee brand which targets at urban women and create a series of visual designs. The purposes of this essay are as follows: use the principle of consumer semiology to constitute a new image strategy for an old coffee brand; expand into new consumer groups through this new image strategy and establish its own clear market positioning; meet requirements of niche markets by creating unique and creative visual image system. The methods of this study include analysis of theses, case study, market survey and verification. First step is to analyze and understand current trends of coffee business in Taiwan market, then use the concept of “Jabber” Emotion Café to build a new visual system of brand. Second, analyze market share, brand concept, brand strategy and sales channel of rival coffee brands as references for market positioning. Third, study the concept of “Wu-Shin” , theory of semiology, content of emotional design as references for brand-strategy making. Fourth, decide the positioning of a series of creative coffee brands, concept of brands and direction of designs. At last, draft and create all visual designs. Chapter 1 illustrates motive, purpose, definition of terms, method of research and structure of research. Chapter 2 includes documents research of emotional design, semiology, “Wu-Shin”, recent development of Taiwan coffee culture and case studies. Chapter 3 illustrates the process of creation of “Jabber” Emotion Café, including analysis of rival brands, image strategy of brand, direction of designs and drafting of designs. Chapter 4 introduces design concept of “Jabber” Emotion Café. In last Chapter, conclusion and suggestions are proposed. The value of this essay is to build brand culture of coffee by telling emotional stories. The author separates markets into 5 different types and designs 5 unique symbols for each type according to oriental natural philosophy and further creates a series of visual designs of creative emotional coffee brand in line with modern social circumstances. Keywords: Wu-Shin, Emotional-Design, Semiotics, Creative-Brand
Description
Keywords
五行, 情感設計, 符號學, 創意品牌