IP "Qi Zong": Cultural Value School - "Using Qi to control the sword, the invisible is better than the visible"!
Starting point: enter the game from the positioning of the brand or the subcultural circle, cater to, fit in, and lead a certain circle of emotions, preferences, and trends.
Remarks: Hua and Hua theoretically elevate the super symbol to the cultural matrix, but in practice, most of them are just scratching the surface.
Basic concept: IP role is the manifestation of brand positioning & subculture
Core Function: Communication and Interaction
1. Representative brand: "local" with a pleasant color
1. Focusing on the positioning of "New Chinese Flowers, Fruits and Tea", the invisible (subculture) is better than the visible (super symbol)
With the clear positioning of "New Chinese Flowers, Fruits and Tea", a brand IP with a pleasant color must be centered on the "intangible" subculture of "local", inject "New Chinese" culture into the brand, and extend the "New Chinese" connection. , to create "new Chinese" value.
In terms of the interpretation of the five senses (experience), the color of tea can be regarded as the cultural and creative of the Forbidden City in the tea drinking industry.
1) First of all, the logo of "Tuan Fan, Beauty and Window Flowers" is "earth" and not vulgar
With the nobility and elegance of the ancient style, it conveys the beauty of women who are pleasing to oneself, and at the same time "timid, talkative, and cute, just like a sister next door who needs to be cared for".
2) In terms of IP productization, it expresses the treasures of Chinese local culture incisively and vividly.
The visual image has reached the pinnacle, including the application of the Ruihe Tu, Hundred Flowers Scroll, and Flower and Bird Album of Song Huizong; also the right to use famous ink paintings such as "Hundred Flowers Scroll" and "A Thousand Miles of Rivers and Mountains" purchased with a lot of money; Progressive.
The "Zhihu, Tea" series combines Song poetry, traditional ink colors, and classic image elements of traditional Chinese painting to create a unique Chinese cultural symbol.
Unique posters, clerical script, characters, ink landscape, comics and other traditional Chinese cultural elements are blowing. Whether it is brands, new products, promotions, solar terms, or even recruitment posters, the Chinese style is used to convey the core of brands and products, allowing users to get information while enjoying pictures.
The language system is unparalleled, "orchid latte", "macaron", "fireworks are easy to cold", "zhixiao", "splendid", etc., are wonderful and beautiful in product naming and various types of copywriting ;
The implantation of Changsha slang and regional elements such as Morocco and premature allows cups of milk tea to penetrate into the emotions of local users.
In addition, Chayanyuese has developed various cultural and creative products: scented tea, tea cups, umbrellas, satchels, shirts, mobile phone stickers, postcards, notebooks, cultural badges, etc., and their grafting with traditional culture is quite amazing.
3) In the IP contextualization (storefront system), we try our best to excavate Chinese culture. Even the Forbidden City, Hey Tea, can be compared.
Covered by standard stores (Tea Yanyue Color), takeaway stores (Huanxi Palace) are gaining momentum, new retail stores (Tea Yan Garden Party...) are aggressive, and theme stores have created the IP leadership of "New Chinese Flowers, Fruits and Tea":
Fangcunjian·Peach Blossom Spring, "Peach Blossom Spring" is a story that has been lingering in the Chinese people for thousands of years. It is outside the world and the world. As for Fangcunjian, it is because the store is not large, only a square inch of land, taking the meaning of Fangcun's heart.
"Jiangfeng Fishing Fire" is inspired by the imagery telemarketing list in Zhang Ji's poem "Maple Bridge at Night" in the Tang Dynasty, and reproduces the scene in the poem.
"There is no cave", inspired by the traditional Chinese literati's meditation image and self-cultivation, creates a real cave scene, which is comparable to a stone sculpture museum.
"Bamboo Forest Tea" uses the bamboo forest, which is the favorite of traditional Chinese literati, as the design element, and reproduces the artistic conception of idle clouds and wild cranes in a quiet tea tasting space:
"When I was young" was inspired by the imagery in the verse "When I was young with fresh clothes and angry horses, I saw all the Chang'an flowers in one day", there are blooming flowers, and there are design elements of high-spirited youth.
"Moveable Type Shop", the retro space fully displays the past and present of movable type printing, and uses the infinite combination of geometric bodies to show the spirit of "living".
In this way, the inexhaustible treasures of Chinese culture are laid out, and the tea and beauty are broken out of the "earth": the local (local Chinese) is not rustic; the taste is not high and co