摘 要

近年来，随着国内经济的蓬勃发展，自1998年起，我国人均咖啡销量以30%的速度逐年递增，从90年代送礼佳品的速溶咖啡来到千禧年时由星巴克所代表的大型连锁咖啡店进军中国市场再到现如今独立咖啡店的繁荣，咖啡这一新兴产业在中国初步发展进化站稳了脚跟。

大型连锁咖啡店的经营火爆，吸引了更多的个体投资者和咖啡爱好者，因此独立咖啡店也慢慢走进了人们的视野。如何经营好一家独立咖啡品牌店，也成为了热门话题。在积极的商业行为的基础之上，拥有独创且完整的视觉识别系统是独立咖啡店得以长久发展的原因之一。本论文主要采用的研究方法有：资料查阅法、网站资源分析法。

本文通过对独立品牌咖啡店ECHO的多次实地调研，分析当前咖啡馆在视觉方向上的不足，总结经验并对视觉系统做再设计，以此来提高咖啡店品牌的辨识度，增强消费者的记忆，帮助ECHO咖啡店打破独立咖啡店“开店易生存难”的魔咒并获得更大的商业成功以及为未来的可持续发展寻求契机。在此研究基础上，视觉识别系统还能高效帮助从业者向消费者科普咖啡知识，从而让更多的人了解咖啡文化，促进产业繁荣。通过视觉结合交互，“沉浸式”的咖啡体验带领消费者领略咖啡的制作流程。本文从设计师的角度来探讨视觉传达设计与品牌构成的关系，同时随着时代发展进步，品牌构成大多采取了二维和三维相结合的设计手段，交互与视觉密不可分。在这样的背景之下，探讨视觉传达与品牌建立的更多可能。

关键词：独立咖啡店；品牌设计；视觉识别；交互

Abstract

Compared with the vigorous development of the domestic economy, since 1998, the domestic per capita coffee sales have been increasing at a rate of 30% year by year, from instant coffee with gifts and gifts in the 1990s to the large coffee chain represented by Starbucks in the millennium The hot business attracted more individual investors and coffee lovers. The shop entered the Chinese market and now the prosperity of independent coffee shops. The emerging industry of coffee has established a firm foothold in China's initial development and evolution. Therefore, independent coffee shops have slowly entered the people's field of vision.How to run an independent coffee brand shop has become a hot topic. On the basis of positive business behavior, having an original and complete visual identification system is one of the reasons why independent coffee shops can develop for a long time. The main research methods used in this paper are: data reference method, website resource analysis method. In this paper, through many field investigations of independent brand coffee shop ECHO, the current cafes ’visual deficiencies are analyzed, the experience is summarized and the visual system is redesigned to improve the recognition of coffee shop brands and enhance consumers The memory helps ECHO coffee shop to break the curse of independent coffee shop "it is easy to survive and difficult to open" and achieve greater business success and seek opportunities for future sustainable development.On the basis of this research, the visual recognition system can also effectively help practitioners to consumer science coffee knowledge, so that more people understand the coffee culture and promote industrial prosperity. Through visual interaction, the "immersive" coffee experience leads consumers to appreciate the coffee making process. This article discusses the relationship between visual communication design and brand composition from the perspective of the designer. At the same time, with the development of the times, most of the brand composition adopts a combination of two-dimensional and three-dimensional design methods, interaction and visual are inseparable. Under this background, explore more possibilities of visual communication and brand building.

Key Words：independent coffee shop; branding design; visual system; interaction

目 录

第一章 绪论 1

1.1 引言 1

1.2 研究目的和意义 1

1.2.1 研究目的 1

1.2.2 研究意义 2

1.3 国内外研究现状 2

1.3.1 国外研究现状 2

1.3.2 国内研究现状 3

1.3.3 研究现状分析 4

1.4 主要研究内容和研究方法 4

1.4.1 研究内容 4

1.4.2 研究方法 5

1.5 论文研究框架 5

第二章 ECHO独立品牌咖啡店设计原则 7

2.1 品牌设计概述 7

2.2 案例分析 8

2.3 ECHO特色定位 9

第三章 ECHO独立品牌咖啡店视觉系统再设计 10

3.1 视觉表现 10

3.2 服务设计的运用 12

3.3 交互装置——咖啡树 13

参考文献 15

致 谢 16

第一章 绪论

1.1 引言

在大学四年间，笔者常常在一家名为ECHO的独立品牌咖啡店自习，感谢ECHO独立品牌咖啡店在学业生活上对笔者帮助良多，笔者也与品牌主理人结下了深厚的友谊，在长时间的熏陶下，笔者也从一个对咖啡一概不知的咖啡小白逐渐喜爱上了咖啡文化。让更多的人了解咖啡，喜爱咖啡，这也正是ECHO咖啡馆想要传递给客人的品牌理念。但由于独立品牌咖啡店存在的缺陷，如品牌意识不强、没有统一的视觉系统以及功能分区不明等待，阻碍了咖啡店的经营和品牌理念的传播。如何去打破这一局面，帮助独立品牌咖啡店立足并建立一套完整的视觉识别系统，这就是本文初始的缘由。在此基础上，探究品牌视觉识别系统的可能性和多重性。

1.2 研究目的和意义