Hey. Don’t ever let somebody tell you you can’t do something. Not even me. All right?
You got a dream… You gotta protect it. People can’t do somethin’ themselves, they wanna tell youthat you can’t do it. If you want somethin’, go get it. Period.
– Christopher Gardner
- 轻品牌项目背景介绍
一、企业为什么想做品牌塑造
- 开展新产品线, 希望能做精准的海外市场定位
- 调研了解海外市场的产品需求、客户痛点、行业潜力
- 具有产品和价格优势, 希望逐渐积累自己的忠实客户
- 多渠道竞争,把握潜力大的小B客户
二、品牌故事缘起
咖啡天然具备社交属性,品牌创始人Adam希望能以咖啡交友, 为用户带来更好的体验. 而名字正好是Sixaquae, 于是与著名的“六度分隔理论”产生共鸣——你和任何一个陌生人之间所间隔的人不会超六个，也就是说，最多通过六个人你就能够认识任何一个陌生人到.
- 建立品牌前的深度调研
一、市场调研
通过详细的市场调研报告，明确市场需求，来帮助企业开发市场，以及建立起独特专属的品牌内容。
- 2015-2025年美国咖啡机市场规模及产品
- 对于不同性别的年度咖啡消费
- 不同年龄每日咖啡消费量
- 美国人们咖啡消费原因
- 最受欢迎的咖啡饮料类型
- 欧美各国咖啡饮用对比
二、竞争同行调研
企业无法与Bialetti和其他老牌意大利品牌竞争，对于这一问题，则需要调研竞争对手，从而帮助企业优化自身的策略。
深度分析这些前沿的同行品牌：Bialetti、Bodum、Grosche、100ALESSI、Coffee Gator。
三、目标客户调研
目标客户偏向于中小型的商店，其比例会占据到75%。
而对于目标客户，他们想要的则是高质量的产品，价格实惠，易于分发，没有品牌压力。
企业品牌形象塑造内容
- 品牌Slogan：6 Degress You（Fire, Air, Earth, Metal, Wood, Water, You）
- 品牌愿景：Bring People Together Through Coffee
- 品牌任务：Connect People Through Coffee
- 品牌个性：Young、Optimistic、Professional
- 品牌价值：
UNDERSTANDING
The world would be a better place if we could all understand. We start with 6 cups of coffee and try not to worry about the rest.
CREATION
It is the 6 elements that allows us create our very own cup of coffee every time, we value the materials the earth gives us that makes our ritual special.
EXPERIENCE
It is experience we all desire, the feeling we get when we take that first sip. This experience we share with millions around the world.
品牌故事
We’re Sixaquae. We communicate over coffee. It takes 6 cups of coffee to understand each other, 6 elements of fire, air, earth, water, gold and wood make up the perfect cup, 6 ways to experience sweetness, body, acidity, taste, love and aftertaste.
We are a group of coffee lovers who worship coffee POTS, accessories and anything related to coffee. Through the three sixes (not the Satanic kind), we come together to bring understanding, creation, and experience with coffee. Some say we are connected by six degrees of isolation, but we believe we are connected by six cups of coffee.
品牌设计应用
