50 Lan Rebranding
Repositioning, Creating a New Perception of Classic Tea Brand
Unlock the future of seamless banking with Copay, where user experience meets unparalleled rewards. Our cutting-edge UX/UI digital project redefines the banking landscape, making every interaction effortless and every transaction rewarding.
Time Frame
Feburary 2024
Role
Brand Design
Involvement
Brand Strategy, Visual Identity Design
Mentor
None
Overview —
在你的印象當中，50嵐 陪伴了你多少的青春歲月呢？自 1994 年在台南創立之後，在20 年不到的時間之內，致力在台灣耕耘，讓人們對茶飲的印象不再是那種望而生畏的精緻茶館，而是走進大眾的生活當中。
然而，這樣的手搖飲界的龍頭，在品牌形象當中面臨的多重對手的夾擊，除了中區 50嵐 之外，其他地區的品牌經營似乎都陷入了泥沼當中。因此，我以品牌重塑的角度，探討如何透過品牌形象與消費體驗的優化，改善 50嵐 現在所面臨的問題。
在你的印象當中，50嵐 陪伴了你多少的青春歲月呢？自 1994 年在台南創立之後，在20 年不到的時間之內，致力在台灣耕耘，讓人們對茶飲的印象不再是那種望而生畏的精緻茶館，而是走進大眾的生活當中。
然而，這樣的手搖飲界的龍頭，在品牌形象當中面臨的多重對手的夾擊，除了中區 50嵐 之外，其他地區的品牌經營似乎都陷入了泥沼當中。因此，我以品牌重塑的角度，探討如何透過品牌形象與消費體驗的優化，改善 50嵐 現在所面臨的問題。
In your memory, how many years of your youth has 50 Lan accompanied you? Since its founding in Tainan in 1994, 50 Lan has been striving for tea market in Taiwan for less than 20 years, making impression of tea no longer that of a sophisticated teahouse, but rather come into the lives of the general public.
However, such a leading one in the handcrafted tea market, is facing multiple rivals; it seems to be stuck in a quagmire. Therefore, in the way of rebranding, I would like to explore how to improve 50 Lan by optimising its brand image and consumer experience.
In your memory, how many years of your youth has 50 Lan accompanied you? Since its founding in Tainan in 1994, 50 Lan has been striving for tea market in Taiwan for less than 20 years, making impression of tea no longer that of a sophisticated teahouse, but rather come into the lives of the general public.
However, such a leading one in the handcrafted tea market, is facing multiple rivals; it seems to be stuck in a quagmire. Therefore, in the way of rebranding, I would like to explore how to improve 50 Lan by optimising its brand image and consumer experience.
Context —
隨著手搖飲市場中的產品同質化現象愈發顯明，我重新定義品牌核心價值，凝聚企業文化，並重新塑造品牌識別設計，以擴大「50 嵐」的影響力。
With the increasing homogenisation of products in the hand-drink market, I redefined the core values of the brand, consolidated the corporate culture, and re-branded the identity to extend the reach of “50 Lan”.
隨著手搖飲市場中的產品同質化現象愈發顯明，我重新定義品牌核心價值，凝聚企業文化，並重新塑造品牌識別設計，以擴大「50 嵐」的影響力。
With the increasing homogenisation of products in the hand-drink market, I redefined the core values of the brand, consolidated the corporate culture, and re-branded the identity to extend the reach of “50 Lan”.
Strategy —
以行銷 4P 架構& LnData 數據市集所提供的資料，盤點50 嵐與競品在產品品項、商品價格、販售通路、推廣行銷與營運策略等面向的差異並進行 SWOT 分析，勾勒出品牌的市場定位及目標族群。
Based on the 4P's framework and the data provided by LnData, we took stock of the differences between 50 Arashi and its competitors in terms of product offerings, pricing, sales channels, marketing and operation strategies, and conducted a SWOT analysis to outline the brand's market positioning and target groups.
以行銷 4P 架構& LnData 數據市集所提供的資料，盤點50 嵐與競品在產品品項、商品價格、販售通路、推廣行銷與營運策略等面向的差異並進行 SWOT 分析，勾勒出品牌的市場定位及目標族群。
Based on the 4P's framework and the data provided by LnData, we took stock of the differences between 50 Arashi and its competitors in terms of product offerings, pricing, sales channels, marketing and operation strategies, and conducted a SWOT analysis to outline the brand's market positioning and target groups.
Solution —
透過深入研究經營現況和訪談「50 嵐」的消費族群，建構洞察。從研究了解市場現況開始，不同世代的品牌偏好出發，並將結果連接商業策略，結合受訪者回饋梳理消費體驗與品牌印象，藉此找出問題點及機會點。
To build insights through in-depth study of the current business situation and interviews with 50 Lan’s consumer base. Starting from understanding the current market and the preferences of different generations, the results were linked to the business strategy, and combined with the feedback from the respondents, the consumer experience and brand impression were analysed to identify the issues and opportunities.
透過深入研究經營現況和訪談「50 嵐」的消費族群，建構洞察。從研究了解市場現況開始，不同世代的品牌偏好出發，並將結果連接商業策略，結合受訪者回饋梳理消費體驗與品牌印象，藉此找出問題點及機會點。
To build insights through in-depth study of the current business situation and interviews with 50 Lan’s consumer base. Starting from understanding the current market and the preferences of different generations, the results were linked to the business strategy, and combined with the feedback from the respondents, the consumer experience and brand impression were analysed to identify the issues and opportunities.
Rebranding 後的設計策略 —
提升視覺的一致性
透過提升品牌視覺的一致性，提升顧客體驗的方方面面，建立對內+ 對外的品牌認同。
帶入屬於 50嵐 品牌的獨特價值
透過服務設計 + 品牌故事，從線上+ 線下的行銷活動、網路聲量打造茶飲體驗外的獨特價值。
做出市場差異並增加跟顧客的連結
除了品牌意象與故事的整合之外，帶入ip 角色的塑造，讓形象更親近、帶入消費者的情感價值。
提升視覺的一致性
透過提升品牌視覺的一致性，提升顧客體驗的方方面面，建立對內+ 對外的品牌認同。
帶入屬於 50嵐 品牌的獨特價值
透過服務設計 + 品牌故事，從線上+ 線下的行銷活動、網路聲量打造茶飲體驗外的獨特價值。
做出市場差異並增加跟顧客的連結
除了品牌意象與故事的整合之外，帶入ip 角色的塑造，讓形象更親近、帶入消費者的情感價值。
Enhance visual consistency
By enhancing the visual consistency of the brand, all aspects of the customer experience will be enhanced to build brand identity internally + externally.
Bringing in the unique values of 50 Lan
Through service design + brand storytelling, online + offline marketing campaigns, and online buzz, we will create a unique value beyond the tea experience.
Create market differentiation and increase customer connectivity
In addition to the integration of brand imagery and storytelling, the ip characterisation was brought in to make the image more relatable and bring emotional value to the consumers.
Enhance visual consistency
By enhancing the visual consistency of the brand, all aspects of the customer experience will be enhanced to build brand identity internally + externally.
Bringing in the unique values of 50 Lan
Through service design + brand storytelling, online + offline marketing campaigns, and online buzz, we will create a unique value beyond the tea experience.
Create market differentiation and increase customer connectivity
In addition to the integration of brand imagery and storytelling, the ip characterisation was brought in to make the image more relatable and bring emotional value to the consumers.
