Background:
Cat4Coffee was founded in 2014 as a student entrepreneurial accelerator project at Yunnan University. It is an self-operated online brand specializing in instant coffee with a full-channel distribution approach. The main product is a 3-in-1 instant coffee. Since its establishment, Cat4Coffee has adhered to a super cost-effective pricing strategy, leveraging the scale effect of raw material procurement and a self-built, fully automated, intelligent factory to achieve lower costs and create super cost-effective products.
Super Sign:
The essence of a Super Sign lies in grafting onto cultural prototypes and taking advantage of human culture. Based on the strategic origin of Yunnan, Hua & Hua discovered the Yunnan WaMao, a cultural heritage of Yunnan. The WaMao is a well-known "deity/guardian" in Yunnan. In many rural areas, every household places a WaMao on the roof directly above, praying to ward off evil and bring blessings.
After finding the prototype of the WaMao symbol, the next step is symbol enhancement. The classic bell on the cat's collar is replaced with coffee beans to convey the category - coffee. To highlight the sense of origin, a woodcut style is used for illustration. This achieves the mutual reference between the Super Sign and the Brand Naming, reducing the brand's recognition, memory, and dissemination costs, while utilizing on the Yunnan cultural matrix.
Next, placing four WaMao together with the tile design is extracted as the Cat4Coffee’s Super Sign.
Brand Proverbs:
A good brand proverb should integrate strategy and creativity. The greatest advantage of Cat4Coffee is its place of origin. 98% of coffee in China is produced in Yunnan, making it the largest Arabica coffee producer in China. However, most brands either actively or passively pretend to use foreign coffee beans. In fact, Yunnan coffee is often exported at a low price and then sold back to China at a higher price after being packaged and labeled by foreign coffee companies. Customers end up paying a high "premium" price while enjoying their coffee. Due to the concentration of Yunnan coffee in the upstream of the global industry chain and its dependence on international futures market prices, it lacks a well-known place of origin brand and has failed to control pricing. According to media reports, a cup of coffee priced at 30 yuan but only costs Yunnan coffee farmers 20 cents.
National confidence and cultural confidence are the brand's confidence! As a representative brand of Yunnan coffee, Cat4Coffee must declare to the world: Yunnan coffee is excellent, trust Cat4Coffee!
For food and beverages, the place of origin is the most important exclusive resource, and the place of origin needs a category brand with unique value. For example, Maotai = Maotai liquor, Bordeaux = French wine, Suzhou = Yangcheng Lake hairy crabs, Matsusaka = Matsusaka beef... In the past, Yunnan coffee has not been effectively promoted because small-grained coffee as a category brand has lost its effectiveness. Hua & Hua borrowed a global coffee industry consensus: altitude is one of the important indicators affecting coffee quality, and we proposed the new coffee category, "Yunnan Highland Coffee," helping Cat4Coffee occupy a new category.
Brand Pattern (Picture 1-2):
The tile pattern formed by arranging four Yunnan WaMao together serves as the brand's Super Pattern.
Brand Logo (Picture 3-6):
The essence of a Super Sign is to graft onto cultural matrix and take advantage of human culture. Based on the strategy of Yunnan's place of origin, Hua & Hua found the Yunnan WaMao, a cultural heritage of Yunnan. WaMao is a famous "guardian" in Yunnan, and in many rural areas, every household places a WaMao on the roof directly above, praying for protection from evil and more blessings. After finding the prototype of the WaMao symbol, the next step is symbol enhancement. The classic bell on the cat's collar is replaced with coffee beans to convey the category - coffee. To highlight the sense of origin, a woodcut style is used for illustration. This achieves the mutual reference between the Super Sign and the Brand Naming, reducing the brand's recognition, memory, and dissemination costs, while utilizing on the Yunnan cultural matrix.
Packaging System (Picture 7-9)
E-commerce Page Design (Picture 10)
Mini Program Page Design (Picture 11)
