![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/5d073565-f061-405a-8241-3195b82190c6_rw_1920.jpg?h=e408d18419ee95fd9b5bd990c3c87f11)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/e078bef3-a120-4e55-99a9-91027f48eef1_rw_1920.jpg?h=432ad2f08a90c5a84336d3ff4da38139)
✸ INSIGHT │ 洞察
基於市場調研&消費者洞察,即飲咖啡對於中國的市場潛力巨大
消費者為達到提神、便攜、高CP,所以更偏向選擇即飲咖啡
市場上的產品多半成分複雜且高糖份,在口味上也停留在單一的風味
為提供更便捷、更多元的消費選擇,鮮咖®於今年夏日研發一款
0加糖、低負擔的即飲生椰拿鐵,並力求"還原門店現磨"風味
✸ CONCEPT │ 設計概念
我們透過創意概念 ”鮮=所見即所得“,重塑消費者對即飲咖啡的理解
透過切割設計呈現“咖啡”與“植物風味”的碰撞,並放大風味混搭的特色
相較傳統咖啡色系包裝,淺藍色的瓶身更為清爽、無負擔
今年6月已進駐中國Family全家、LAWSON羅森、河馬生鮮等...各大通路
#植物奶碰撞咖啡,激發全新風味靈感
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/efdeab7d-f817-4be0-b50e-6a074120c961_rw_1920.jpg?h=64b006469111db16da67eea6e13993f2)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/79a3e56d-cffe-48fe-b2c5-860b094f2f9e_rw_1200.gif?h=4658907b4564f3bb6c2123803f4145d8)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/9d4ce6c2-61bf-4ee8-aabf-ec6b2f19856a_rw_1920.jpg?h=1585b00d612f390c309f60be748bacf4)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/56bad187-6f2e-446c-89c5-e7b800284cff_rw_1920.png?h=cf922331c8435b2621e4898982bee88d)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/2f53cdc5-a500-4b1f-8a9b-f5743cf392c1_rw_1920.jpg?h=dbc8a1bee0f12a824b4f5af10bf3f708)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/f70b6630-14fd-4651-bda5-898bf43eaa19_rw_1920.png?h=80af5eeb9036070a1dc261c02127fd96)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/999a1786-58c2-4c8f-826c-636a52a7394a_rw_1920.jpg?h=fd41fbf8ea151d89d19c8dc52343fb4b)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/6fb12189-ac91-4830-a4fe-940be5b7496c_rw_1920.jpg?h=7b4dac6d27ab7cd0e3bedbd5751ce9f9)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/4607df27-e057-4c70-abc4-1c0ede590776_rw_1200.png?h=577f1954ca5562c88822d0fbb54c1aa1)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/8464621c-346f-4a0c-82b6-0751f1081f84_rw_1200.png?h=9898e8dfacce01acc0299d66e31703ea)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/878d772e-8f8c-4ee0-b352-817ad12f84d2_rw_1920.jpg?h=3940de86dcb2ace8b2e818d4dc444c33)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/a0f94c3d-b951-47d0-a3a0-7d765f2a43cd_rw_1920.jpg?h=ceb8a6fe73ee3d423ce4670e9c978d87)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/a4f9ec16-224f-4bcc-ab17-bd246f0fc3d1_rw_1920.jpg?h=6a62526cd8b7f36c35eeef74d6d261df)
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/a92132d5-64ba-49fd-911b-8dc6a560ed24_rw_1920.jpg?h=45098b3868eada08590d0e1c2f22bf9d)
POSM
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/ed956bd8-03ee-4580-9dab-5cd62ea5e296_rw_1920.png?h=ebca5d4f6844e4cdcf3014ba7d190e51)
Points Of Sales Materials / POSM
![](https://cdn.myportfolio.com/bce8e6b1-1d37-41a6-a354-0ff1728265c5/95db1965-a54a-474e-aba3-2355b8cd0749_rw_1920.jpg?h=1bfcd72cde260671e15fab6968ecb34f)
Client│ 鮮咖™ by PLANTAG™
Brand Leader│Mora Ma
Brand Manager│Joe Wu
Copy Write│Jia Wei
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Agency : 大白設計 Da Bai Design
Art Director : Ken Chen