空軍三重一村眷舍個性咖啡廳品牌形象之創作研究

Abstract

以新北市眷村文化園區空軍三重一村的自創品牌JOOIN為例，探討了地方產業如何融合在地特色，塑造富有地域魅力的飲品新品牌。圍繞JOOIN自創概念品牌的創作過程，分析品牌識別與地方文化資源的運用與詮釋。採用文獻分析法、案例研究法和半結構訪談法等方法，再透過SWOT分析、TOWS矩陣制定品牌策略，對空軍三重一村自創概念品牌的形象創作過程。本研究通過挖掘在地記憶、融入地方元素、重塑空間敘事等創作策略，將地域特色與現代設計理念結合，創造出富有時代氣息和地方韻味的品牌形象。新北市政府文化局在空軍三重一村自營區的政策，為在地文化的活化利用提供了新的思路。通過引進文化藝術、設計類業者進駐，鼓勵其將在地元素融入品牌創作，不僅豐富了地方文化的當代表達，也為特色產業的品牌塑造開闢了新路徑。JOOIN自創概念品牌的創作策畫，展現了設計賦能地方產業、文化融合創新的案例。地方產業要實現可持續發展，必須立足本地文化資源，發揮創意設計的驅動作用，將地域特色與產業特點有機結合，打造獨具魅力的地方品牌。這不僅需要企業的積極探索，也離不開政府部門的政策引導和環境營造。新北市政府文化局在空軍三重一村的政策實踐，為地方文化保育與產業發展的良性互動提供了有益啟示。本研究對於地方產業融合文化資源、打造特色品牌，具有一定的參考價值。同時，研究也為地域文化的創新傳承、飲品行業的文化融合，提供了新的思考視角和實踐案例。Using the self-created brand JOOIN in SANCHONG Air Force Military Kindred Village No.1 within the New Taipei City Cultural Village as an example, this study explores how local industries can integrate the characteristics of military dependents’ villages to create a new beverage brand rich in regional charm. The creation process of JOOIN’s self-created concept brand is analyzed, focusing on the application and interpretation of brand identity and local cultural resources.The methods employed in this research include literature analysis, case studies, and semi-structured interviews. Through SWOT analysis and TOWS matrix, brand strategies were formulated for the image creation process of the SANCHONG Air Force Military Kindred Village No.1 self-created concept brand.This study combines the memories of military dependents’ villages with local elements and modern design concepts through strategies like narrative space reconstruction, creating a brand image with contemporary appeal. The policy of the Cultural Affairs Department, New Taipei City Government in the self-managed area of SANCHONG Air Force Military Kindred Village No.1 provides new insights for the activation and utilization of local culture. By introducing cultural and artistic, as well as design-related businesses, and encouraging them to incorporate local elements into brand creation, it enriches the contemporary expression of local culture and opens new paths for brand building in specialized industries. The creation plan of JOOIN’s self-created concept brand showcases a case of design empowering local industries and cultural integration innovation.For local industries to achieve sustainable development, they must rely on local cultural resources, leverage the driving force of creative design, and organically combine regional characteristics with industrial features to create unique local brands. This requires not only the active exploration of enterprises but also the policy guidance and environmental creation by government departments. The policy practice of the Cultural Affairs Department, New Taipei City Government in SANCHONG Air Force Military Kindred Village No.1 offers valuable insights for the positive interaction between local cultural preservation and industrial development.This study provides a reference value for integrating cultural resources into local industries and creating distinctive brands. At the same time, it offers new perspectives and practical cases for the innovative inheritance of regional culture and the cultural integration of the beverage industry.