瑞幸咖啡品牌视觉传播形象设计研究

Luckin Coffee Brand Visual Communication Image Design Research

瑞幸咖啡成立于2017年,作为中国有潜力的新兴品牌,一度被誉为咖啡行业内的“黑马”,研究瑞幸咖啡品牌设计对中国新兴消费品牌的视觉形象塑造具有一定的参考价值。通过对瑞幸咖啡品牌传播中的视觉形象设计、APP界面设计、品牌代言人、主题传播图形、线下体验店以及品牌联名形象设计几个方面进行分析,研究瑞幸如何将视觉传播与品牌形象设计进行有效整合,展现自身的品牌价值。

Luckin Coffee,founded in 2017,as a potential emerging brand in China,was once known as the“dark horse”in the coffee industry.The study of Luckin coffee brand design has a certain reference value for the visual image shaping of China's emerging consumer brands.Through the analysis of visual image design,APP interface design,brand spokesperson,theme communication graphics,offline experience store and brand co-branded image design of Luckin Coffee brand communication,how Luckin effectively integrates visual communication with brand image design to show its own brand value.