DSIGN341-PROJECT3-Chen Yuxuan-Vivien

品牌 指南 蜜雪冰城

BRANDING GUIDELINE 32011231 branding guideline.indd 1

OF MIXUE ICE&TEA 32011231 Chen Yuxuan Vivien

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Our Story 我们的故事 蜜雪冰城是一个知名的甜品连 锁品牌，其营销策略主要侧重 于以下几个方面：

Mixue Ice&Tea is a well-known dessert chain brand, and its marketing strategy mainly focuses on the following aspects:

1. Product innovation and diversity: Mixue Ice&Tea Marketing Strategy constantly launches new products, including various flavors of smoothies, ice 1. 产品创新与多样性： 蜜雪冰城不 cream, drinks, etc., to attract 断推出新品，包括各种口味的冰沙、 consumers to try new products 冰淇淋、饮品等，吸引消费者尝试 and maintain the freshness and 新品，保持产品的新鲜感和多样性。 diversity of products.

营销策略

2. 品牌形象与体验： 注重店铺的装 2. Brand image and experience: 修风格和氛围营造，创造出温馨舒 Pay attention to the decoration 适的消费环境，与品牌形象相符合， style and atmosphere of the 为顾客提供愉悦的消费体验。 store to create a warm and comfortable consumption environment, which is 3. 社交媒体营销： 运用社交媒体平 consistent with the brand image and provides customers 台，如微博、微信公众号等，展示 产品、分享顾客的使用体验和互动， with a pleasant consumption experience. 通过各种活动和折扣券吸引更多顾 客。 3. Social media marketing: Use social media platforms, such as Weibo and wechat public accounts, to display products, share customer experience and interaction, and attract more customers through various activities and discount coupons.

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营销策略

4. 线下活动和合作：组织线下活动，如推出限量版产品、举办促销活动，与其他品牌或活动合作，扩大知名度和影响力。 5. 顾客服务与忠诚计划： 重视顾客服务，建立忠诚度计划，例如会员制度或积分兑换等，鼓励回头客并增加顾客的黏性。

Marketing Strategy

4. Offline activities and cooperation: Organize offline activities, such as launching limited edition products, holding promotional activities, and cooperating with other brands or activities to expand awareness and influence.

5. Customer service and loyalty program: Attach importance to customer service and establish loyalty programs, such as membership system or point exchange, to encourage repeat customers and increase customer loyalty.

Our Mission

As a well-known beverage brand, Mixue Ice &Tea's mission is mainly reflected in the following aspects: Offering quality products: Mixue Ice &Tea is committed to providing quality beverage products, including various flavors of milk tea, juice, smoothies, etc. They pay attention to the selection of raw materials and production process to ensure that the taste and quality of products meet the expectations of customers, so that consumers enjoy delicious and healthy drinks.

Innovation and development: As a leading brand in the industry, Mixue Ice &Tea is constantly innovating and developing products, introducing new flavors and new collections to meet the changing needs of consumers. They not only innovate in taste, but also pay attention to innovation in beverage packaging, service methods, etc., to bring fresh experience to consumers.

我们的使命

蜜雪冰城 作为一个知名的饮品品牌，其使命主要体现在以下几个方面： 提供优质产品：蜜雪冰城致力于提供优质的饮品产品，包括各种口味的奶茶、果汁、冰沙等。他们注重原材料的选择 和制作工艺，确保产品口感和质量达到顾客的期待，让消费者享受美味健康的饮品。 创新发展：作为行业内的领先品牌，蜜雪冰城不断进行产品创新和开发，推出新口味、新系列，满足消费者不断变化 的需求。他们不仅在味道上创新，也关注饮品包装、服务方式等方面的创新，为消费者带来新鲜体验。

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Our Mission 我们的使命

Our Brand Personality 品牌个性

Social responsibility: Mixue Ice &Tea actively implements corporate social responsibility and focuses on environmental protection and sustainable development. They are committed to using environmentally friendly materials to make packaging, promote the rational use of resources, and reduce the impact on the environment. At the same time, we also participate in social welfare activities and give back to the society.

Youthful energy 年轻活力

Innovation and diversity 创新与多样性

The brand presents a dynamic quality that attracts young consumers. Whether it is product taste or brand image, it is full of elements that young people love, making people feel young and energetic.

M i x u e I c e & Te a c o n s t a n t l y introduces new flavor s and innovative beverage collections, demonstrating diversity and continuous improvement.

They dare to tr y new things and let consumers enjoy more possibilities in their choices.

Fashion and taste 时尚与品味

Health and quality 健康和质量

M i x u e I c e & Te a f o c u s e s o n the fashion sense and taste of products and brand image.

Whether it is product packaging design or store decoration, it shows a modern sense and artistry, attracting consumers who pursue a taste of life.

A focus on health and quality is also integrated into the brand personality. They emphasize the use of high-quality raw materials to make drinks and pay attention t o t h e c o n c e p t of h e a l t h y eating, so that consumers enjoy delicious food while maintaining health awareness.

Build brand image: Mixue Ice &Tea strives to create a positive, healthy and fashionable image through continuous brand building.

They focus on interaction with consumers, advocate a healthy lifestyle, and become a trusted and favorite brand of consumers.

Overall, Mixue Ice &Tea's mission is to provide quality beverage products, constantly innovate to meet consumer needs, while focusing on social responsibility and brand image building. 社会责任：蜜雪冰城积极履行企业社会责任，关注环境保护和可持续 发展。他们致力于采用环保材料制作包装，推动资源的合理利用，减 少对环境的影响。同时，也参与社会公益活动，回馈社会。 打造品牌形象：蜜雪冰城通过持续的品牌建设，努力塑造积极、健康、 时尚的形象。他们注重与消费者的互动，倡导健康生活方式，成为消 费者信赖和喜爱的品牌。 总体而言，蜜雪冰城的使命在于提供优质的饮品产品，不断创新满足 消费者需求，同时关注社会责任和品牌形象的建设。

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VISUAL IDENTITY 视觉识别 Logo Concept 标徽概念 A smiling snowman is the main body of the logo, in which the Ice cream cone on the head represents the most popular product Mixue Ice& Tea mainly operates: ice cream cone, and the crown on the snowman's head also represents the supreme quality, reflecting Mixue Ice& Tea's excellent quality of quality and quantity.

Instagram /Wechat/ Facebook Avatar Ins / 微信 / 脸书头像

Reversed Symbol 反转的吉祥物

Favicon 网站图标

Icon/symbol 图标 / 吉祥物

Logo Vertical Lock-up 标志竖直锁定

Reversed Logo 反转标志

Wordmark 文字商标

Logo Horizontal Lock-up 标志水平锁定

Reversed Word Mark 反转文字标记

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USE OF TYPOGRAPHY 使用的字体

USE OF COLOR 使用的颜色 RGB

CMKY

方正 Yoonche 前卫黑 简 Regular

R:112 G:169 B:160

C:59% M:19% K:39% Y:0%

Substitute Generic Typeface 西文次要字体

Substitute Generic Hanzi 汉字主要字体

R:255 G:255 B:255

C:0% M:0% K:0% Y:0%

#FFFFFF

PANTONE P 1-1 C

Source Sans Variable Regular

微软雅黑 Regular

R:250 G:247 B:187

C:4% M:0% K:35% Y:0%

#FAF7BB

PANTONE P 166-2 C

R:242 G:237 B:94

C:8% M:0% K:72% Y:0%

#7F3ED5E

PANTONE P 166-6 C

R:202 G:65 B:35

C:0% M:83% K:84% Y:20%

#CA4123

PANTONE P 46-7 C

Main Typeface in Western 西文主要字体

Main Typeface in Chinese Hanzi 汉字主要字体

Source Sans Variable Bold

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COLOR PALETTE

HEX #70A9A0

PANTONE PANTONE P 132-11 C

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SWAG + MERCH 赃物 + 商品 Poster 海报

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