client
HARBOR 哈泊手作茶飲
project
HARBER 哈泊手作茶飲 | 品牌設計
將台灣茶香與創意完美結合
DATE
2021 04
location
Taichung City
mission
strategy
design
連鎖飲料、品牌設計、室內設計、包裝設計、商業攝影、菜單設計
description
哈泊手作茶飲 | 品牌設計 × 旅行靈感 × 特色手搖飲
品牌規劃：從旅行故事出發，打造獨特茶飲體驗
哈泊手作茶飲，誕生於一對熱愛旅行與美食的情侶心中。他們在旅途中汲取靈感，將沿途的風味與故事融入每一杯手作茶飲，讓顧客不只是品嚐一杯飲品，更是在味蕾間體驗一場旅行。
透過品牌策略顧問的專業規劃，哈泊從品牌市場定位、品牌命名到品牌識別應用，都圍繞著「旅行 × 停泊 × 味覺記憶」的概念，打造出一個專屬於旅人的溫暖茶飲品牌。
品牌策略：精準市場定位，創造獨特價值
在競爭激烈的連鎖飲料市場中，哈泊以「旅行風味茶飲」為核心定位，透過精準的品牌定價策略，確保每一杯飲品都能兼顧品質與市場競爭力。
我們結合品牌設計與品牌識別應用，透過視覺語言強化消費者對品牌的記憶點，從 LOGO、店面設計到包裝設計，都圍繞「旅人的歸屬感」進行設計。
品牌識別應用：從空間到包裝，營造完整品牌體驗
室內設計：讓門市成為旅人的歇息站
- 門市設計靈感來自「機場登機門」與「港灣」，營造旅程停泊的氛圍。
- 採用溫暖木質色調與旅行風格裝飾，打造舒適的消費空間。
包裝設計：一杯茶飲，裝載一段旅行故事
- 茶飲杯身設計結合手繪地圖、經緯度元素，讓每一杯都承載一場旅程。
- 杯套與封膜融入品牌標語「Your Flavor, Your Harbor.」，提升品牌記憶點。
商業攝影：視覺行銷助力品牌推廣
- 透過高質感商業攝影，捕捉茶飲細緻層次，打造吸引消費者目光的視覺素材。
- 結合社群行銷策略，提升品牌曝光度與顧客黏著度。
菜單設計：以風味帶領旅程
- 採用故事式菜單設計，以「旅行地點」作為系列名稱，例如「京都抹茶拿鐵」「摩洛哥薄荷茶」。
- 清晰的價格與推薦標記，提升消費者點單效率。
品牌願景：打造一個陪伴旅人的茶飲品牌
無論你來自何方、將前往何處，哈泊手作茶飲都希望成為你人生旅程中的一處港灣，提供一杯能夠溫暖身心的手作茶飲。
我們透過完整的品牌規劃、品牌市場定位與品牌策略顧問服務，讓品牌不僅是一間飲料店，而是一種陪伴、一段回憶、一場味覺旅行。
只為你停泊，獻給每一位旅人。
Your Flavor, Your Harbor.
description
Harbor Handmade Tea | Brand Design × Travel Inspiration × Specialty Handcrafted Tea
Brand Planning: Crafting a Unique Tea Experience Inspired by Travel
Harbor Handmade Tea was born from a couple passionate about travel and food. Inspired by their journeys, they infused flavors and stories from their adventures into every cup of handcrafted tea. More than just a drink, each sip offers a sensory experience that transports customers on a flavorful journey.
Through expert brand strategy consulting, Harbor has developed its brand positioning, brand naming, and brand identity application with a central theme: “Travel × Harbor × Flavorful Memories,” creating a warm and inviting tea brand for travelers.
Brand Strategy: Precise Market Positioning to Create Unique Value
In the highly competitive chain beverage industry, Harbor differentiates itself by focusing on “travel-inspired tea flavors.” Through a well-planned brand pricing strategy, it ensures that each drink balances quality and affordability.
By integrating brand design and brand identity application, Harbor reinforces brand recognition through visual storytelling—from its logo and store design to packaging—creating a strong sense of belonging for its customers.
Brand Identity Application: Creating a Holistic Brand Experience
Interior Design: A Rest Stop for Travelers
- The store concept draws inspiration from “airport boarding gates” and “harbors,” creating an ambiance of travel and relaxation.
- Uses warm wooden tones and travel-inspired decor to provide a cozy and inviting space.
Packaging Design: A Cup That Holds a Journey
- The tea cup design features hand-drawn maps, latitude and longitude coordinates, turning each drink into a journey.
- Cup sleeves and lids incorporate the brand slogan “Your Flavor, Your Harbor.”, enhancing brand recall.
Commercial Photography: Strengthening Brand Promotion Through Visuals
- High-quality commercial photography captures the delicate textures of tea, creating visually appealing marketing materials.
- Integrating social media marketing strategies increases brand exposure and customer engagement.
Menu Design: A Journey Through Flavors
- Uses a story-driven menu design, naming drink series after destinations, such as “Kyoto Matcha Latte” and “Moroccan Mint Tea.”
- Clear pricing and highlighted recommendations enhance the ordering experience.
Brand Vision: Creating a Tea Brand That Accompanies Travelers
No matter where you come from or where you’re headed, Harbor Handmade Tea aims to be a comforting harbor in your journey, offering a cup of handcrafted tea to warm your soul.
Through comprehensive brand planning, brand positioning, and brand strategy consulting, Harbor is more than just a tea shop—it is a companion, a memory, and a sensory travel experience.
Just for you to pause, a harbor for every traveler.
Your Flavor, Your Harbor.
