Where does the design energy from three and a half meals come from?

Three meals a day are the material world, and the other half is the spiritual world.

三顿半的设计能量从何而来?

Article Source: Design Youth Number

ID: sjqn521

三顿半的设计能量从何而来?

Author: design youth

Edit: 卝 卝

The first coffee shop was opened in 2008, the three and a half brand was founded in 2015. The small jar in the summer of 2018 was first unveiled. The 0.5, which is more than half of the three meals, is exactly the dining of contemporary young people, providing a unique living energy.

三顿半的设计能量从何而来?

“What we want to do is to explain and present boutique coffee through product development and dissemination design. I hope that boutique coffee can become a daily life and become more touching.” There is no lack of “design” in the three -and -a -half brand stories.

三顿半的设计能量从何而来?

Santun Half Brand Vision

三顿半的设计能量从何而来?

“There is no thing in the company’s design group that is not stained.” It can be seen from the official description of this word. In addition, several of the founding teams are composed of design and media origin, and the dedication to “presentation and expression” has also made three and a half of the genes that pay attention to design.

And how important is the power of design for this young new consumer brand?

Compared with the tepid brand vision when Santun was just established in half of 2015, it was launched in 2018 to launch a unique packaging design, and in 2019 to win the global food and beverage packaging design award Marking Awards, and won the red dot in 2020 The packaging design award in the brand and communication design award.

三顿半的设计能量从何而来?

Reddot Winner 2020

Defeated Starbucks and Nestlé. In 2020, the “Double 11” three and a half to get TOP1 and TOP1 of coffee. It is also pivotal.

Three Dun Good Coffee Goes a Long Way

How does a small jar, how to carry the most design energy?

A small jar can be called “social currency, traffic password, connecting nickname”, and even the limited edition empty can and some people pay a high price. The seemingly simple small jar also costs nearly half a year to design. The shape, color, and number symbols. The use of each design language has found differentiated visual performance for the brand.

三顿半的设计能量从何而来?

01

三顿半的设计能量从何而来?

Shape, color and number symbols

三顿半的设计能量从何而来?

Use the shape and color to jump out of the frame to get closer: Wu Jun, the founder of three and a half meals, talked about the packaging design of the small jar, saying that the keyword is restore, that is, the shape of the coffee cup itself, helping users understand that it is a cup of deliciousness. Coffee. These small jars that were born in the sky completely jumped out of the consistent strip/jar/dark -colored framework of the upper high -lying coffee on the market, and also “pulled down the altar” of some fine coffee superiority. The cute and relaxed shape, the bright and bright background, has become a three -and -a -half design symbol.

Use numbers to simplify cognition and enhance communication: The large number on the tank is also an example of the symbolization of content. The 1-6 value indicates that the baking degree from small to large from small to large, and the taste gradually transitions from acid to suffering. Instead of mandatory output of coffee origin stories, historical and cultural and culture, instead uses digital numbers to reduce cognitive costs, make users more psychologically easier, and increases social communication attributes.

Of course, there is also a very important point: whether it is color, numbers, letters, and symbols, in addition to super recognition and tolerance, there is also unlimited room for extension for the brand. Both the joint, color and numbers can derive more possibilities while maintaining design recognition.

San Dun and half X ABC Camping

三顿半的设计能量从何而来?

Three Duns and Banxianxian

Three meals and half X Keep

Three meals and half x ntmy

Three meals and half x pupupula

三顿半的设计能量从何而来?

Three meals and half X The Mad Hatcher

02

三顿半的设计能量从何而来?

Small jar IP telling brand stories

三顿半的设计能量从何而来?

In addition to the packaging itself, the small jar of IP once again expands the energy value of this symbol. Three meals in English are Saturnbird Coffee. Among them, Saturn is Saturn, and Slogan, the brand, is also “exploring the planet flavor”. The image of a small jar plus the “Planet Concept” that fits the brand story, astronauts, small monsters, spacecraft, and various small monsters, telling a complete brand story, which also formed a clean, simple and interesting visual vision style.

三顿半的设计能量从何而来?

03

三顿半的设计能量从何而来?

Half of the design, half of the jar

For the majority of enthusiasts of three and a half meals, drinking coffee seriously and seriously is never the ultimate essentials. If half of them are playing coffee, the other half is playing jars. These small jars that are reluctant to discard are the contacts of the brand and users to establish an interactive relationship, and they have also been spread in the creative “Remade”.

三顿半的设计能量从何而来?

@服

三顿半的设计能量从何而来?

Empty pot, photo frame and miracle boy

三顿半的设计能量从何而来?

@

Empty can, photo frames and little princes

@

Make a small pendant

@Zi

三顿半的设计能量从何而来?

Polying of mini meat

@99

三顿半的设计能量从何而来?

996 on the desk

Interestingly, this creation and imagination sometimes rely on the brand alone to do it, and sometimes users will give the brand more inspiration. In addition, although to some extent, small jars increase the actual cost of packaging, but on the other hand, it reduces the brand’s recognition costs, memory costs, and spread costs.

三顿半的设计能量从何而来?

On the social media platform, the big difference between the three and a half and other brands is: not doing various marketing activities, but most of the contents are carried out around the period of periodic flight return. “Virtual currency”.

Micro -light plan

“PROJECT RETURN” is also called a microdendrontal plan at the beginning. In fact, it is actually the “recycling empty can” operation launched at three and a half meals. For sale “no” return supplies, the recycled empty shell will also be used to make surrounding products.

三顿半的设计能量从何而来?

For the three -and -a -half meals, it is not only a marketing market for increasing the repurchase rate, but also the brand public relations of one stone and two birds. Three and a half clear brand’s potential public relations crisis is “environmental protection issues.” Although the small jar is good -looking and easy to use, if it is ignored, the crime of no environmental protection must not run away.

However, from the beginning, San Dun took this “hidden danger” problem, and did not wait for public opinion uproar, and took the initiative to open the first season return plan in 2019, and also took the initiative to transform the risk into an opportunity.

三顿半的设计能量从何而来?

Specifically, each returning plan will tell different theme stories, set different theme IPs, and have different return supplies.

三顿半的设计能量从何而来?

The first season “WHO KNOWS Suika”

三顿半的设计能量从何而来?

In the first season “WHO KNOWS Suika”, it is about calling everyone to find this unknown alien monster together;

Alien Monster Suika

The second season “Space Express” is a space energy transportation system.

三顿半的设计能量从何而来?

“Space Express” in the second season

In the third season “to ° The’stars”, it tells the story of astronaut Xiaoton and his friend set off for a mysterious planet;

The third season “to ° The’stars” “”

In the fourth season, “Take Coffee Flight” is still an astronaut, but this time it is the story of escorting planet materials. There are also new images such as space pirates, durian monsters, sour grapes, and stars.

三顿半的设计能量从何而来?

Season 4 “Take Coffee Flight”

In addition to the new and complete visual design of each season, different themes and forms can also see that the process design of the return plan is also very ritual. Participants have also formed a strong infectious spontaneous communication in them.

In the flight return plan, the choice of three and a half of the navigation point also attaches great importance to it. One of the primary criteria is to match its own brand tone and lifestyle concept. From coffee shops in different cities to bookstores, and various art spaces, through these offline space and scene extension and in -depth experience, three and a half of them have more rich three -dimensionalization at the “lifestyle” level, as well as Aware of the brand image shaping.

三顿半的设计能量从何而来?

Super Plant Company X Returning Planning Plan Hye Solitae

Most of the large X return plan keychain

三顿半的设计能量从何而来?

In addition, Santun, as the indirect competitors of these navigation points, change thinking and turn the enemy into friends, is also a cooperative ecosystem of mutual flow.

Orange Sea X X Air Returning Plan theme Flying Disk

Pupupula X returning navigation plan small bulb

Jetlag Books X returning planned mobile phone case

In the preparation of the supplies, the absolute sincerity of three and a half meals also increases the user’s intimacy. A variety of life peripherals, not only do not repeat each time, but also not sold. There are also planet coffee blind boxes, magical eggs, and every time you respond to the scene, you will come out to active. The emotional value created in three and a half meals is also the surprise and joy that people feel. Satisfaction.

Super material bag

三顿半的设计能量从何而来?

Star Post Office theme pen bag

三顿半的设计能量从何而来?

Sticker

三顿半的设计能量从何而来?

Theme skateboard

“It is not only created by creating novelty. It is also creative to use the familiar things as an unknown field.”

三顿半的设计能量从何而来?

From the expression of coffee to lifestyle, from online to offline return journey, from functional to psychological dual satisfaction, three and a half used to use unique design energy and brand value, injecting the spirit of three meals, food and clothing It is no wonder that everyone will “have a meal for Ning She, I don’t want to be three and a half and a half.”

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