隨著時代的變遷及生活習慣的改變,飲料取代了水的地位,在茶餘飯後、慶祝活動、運動休閒…等各種情境下,飲料似乎成為了人們生活中不可或缺的生活必需品之一。而市面上飲料不下上百種,為了爭奪飲料市場這塊大餅,並迎合消費者挑剔的口味,外帶式飲料店大舉入侵,搶攻飲料客製化服務。 根據台灣連鎖加盟促進協會統計,飲料市場每年約有新台幣400億元的市場規模,在如此大量的需求下,外帶式飲料店如雨後春筍般大量設立,業者間掀起一場激烈的戰爭。以前的飲料僅重視品質,而現在的飲料產品除了講究新鮮外,品牌知名度、包裝、及滿足顧客隨心所欲的喜好,調配出客製化飲品,成為了首購條件之一;以中原大學商圈為例,比鄰而居的飲料店不下數十家,但其中約有半數以上的店家,對於CIS的設計及品牌的管理能力仍有待加強。 因此在本論文中,將以外帶式飲料店做為設計對象,並以台灣復古風格規劃出一系列視覺形象,包括基本系統及應用系統,期望能凸顯外帶式飲料店的品牌形象,增加品牌的識別度,並傳揚台灣獨特的文化及特色,回味古早時候的美好滋味。另外,希望在這樣有制度的品牌規劃配合積極運作、行銷之下,外帶式飲料店不再只是提供您一杯解渴飲料的商家,而是慢慢成為另一個"您生活的好鄰居"。
As time changes and people’s life habits change, soft drinks have replaced water to be the first choice for meal, celebration, festival or even for sports. Soft drinks have become the one of the necessities in our daily life. There are hundreds of soft drinks in the market. Take-out drink , with its advantage of serving customized flavor drink, joins this profitable market. According to Association of Chain and Franchise Promotion,Taiwan, Taiwan’s market of soft drink is a yearly 40 billion NT dollars market. With such a huge demand, thousands of Take-out drink shop emerge in the streets and raise a war. More than the quality, nowadays customers care much about the freshness, famous brand, exquisite package, and the flexibility to fulfill diverse customizations. Therefore this research targets the Take-out store and designs a series of visual image with Taiwan classic style for it, including basic system and application system. I expect to emphasize the brand image of the Take-out store, increasing the brand identification, and at the same time promote the unique Taiwan culture and feature, bringing the customers back to the good old time.