茶妈妈®
澜古工创
随着茶饮形态不断“轻饮化”，饮茶人群不断“年轻化”“大众化”，如何让更多新茶客更轻易喝到好茶？
澜沧古茶经过56年的沉淀，拥有非常优质的茶叶资源。希望能让越来越多的消费者，在入门品茶时就能品尝到真正的优质好茶。激励茶行业更加蓬勃发展，同时为澜沧古茶培养更多成熟消费者。
甲古文创意与澜沧古茶共同打造「澜古工创」，首次将产业和创意结合的新业态模式，以品牌茶妈妈®为品牌聚点，在传统茶饮与新式茶饮中寻求一种既能保留传统茶滋味，又能便捷轻松饮茶的方式。
Tea Mama®
Langu Gongchuang
As tea drinks tend to be "soft", the tea drinkers keep being "younger". How to make more new tea drinkers drink good tea more easily?
Through 56-year sediment, Lancang Ancient Tea boasts high-quality tea resources. It is hoped that more and more consumers may taste high-quality tea at the beginning. It also encourages the tea industry to be more prosperous and meanwhile cultivates more mature consumers for Lancang Ancient Tea.
OCD and Lancang Ancient Tea jointly create [Langu Gongchuang], which is the new business mode type combines the industry and originality. Focusing on the brand Tea Mama®, they aim to seek for an easy tea-drinking mode that may retain the traditional tea taste in traditional tea drinks and new-style tea drinks.
茶妈妈TEAMAMA
以澜沧古茶创始人杜春峄女士为原型
打造的新锐茶品牌。
我的福分来自于茶缘，跟茶结缘是我最大的福缘。人生如茶，先苦后甘，苦中有甘，苦尽甘来。我在古茶林中学做茶，学做人，闻了一辈子茶香，做了一辈子茶。尽力而为之，做自己分内的事，诚实做人，踏实做事，来回报茶给我这一生的一切。——茶妈妈 杜春峄
杜春峄女士专注茶事至今50余年，是普洱茶传承工艺大师、是茶马奖获得者、也是澜沧味的缔造者，被大家亲切地称为茶妈妈。
Tea Mama
It is a novel tea brand with
Ms. Du Chunyi, founder of Lancang Ancient Tea as the prototype.
My happy lot comes from tea date. To form ties with tea is my biggest luck. Life is just like tea, which is firstly bitter and then sweet and where bitterness is mixed with sweetness. I've learned to make tea and conduct myself in the ancient tea forest. I've smelt the tea fragrance and made tea all my life. I will try my best, become honest and do things with a down-to-earth approach to repay everything brought by tea to my life. ——Tea Mama Du Chunyi
Ms. Du Chunyi has been focusing on the tea affairs for over 50 years. She is a master that inherits techniques of Pu'er tea; she is the winner of Tea Horse Award and the founder of Lancang flavor. Therefore, she is kindly called as Tea Mama.
以爱分享 多喝好茶
给都市茶客
何为设计？设计是让事物变得更好。我们从品牌基因出发，溯源设计的底层逻辑，在设计过程中我们着重作了两方面的思考：
一方面是功能，即强力提升产品在视觉美学层面对人的刺激，激发消费者内在的美好情绪。也包括在视觉感官方面的精益求精，使品牌的初印象更趋于简洁现代：明朗与舒适感；
Share with love, drink good tea
For urban tea drinkers
What is design? Design is to make things better.Starting from the brand gene, we've traced and designed the original logic. In the design process, we mainly think about two aspects:
The first aspect is the function. It is to improve products' stimulus to people in the layer of visual aesthetics and arouse internal wonderful emotions of consumers. It is also to keep improving visual and sense organs and make the initial impression of the brand more concise and modern, with：both brightness and comfort;
另一方面就是情感，主要侧重于如何提炼和放大茶妈妈品牌深处的美学意义。与原始品牌logo相比，此次设计我们引入了更为清新的若叶青绿色作为主色调以及「小三角」的作为茶山的符号体现，给人的感觉到源自茶山的温暖、活力与美好。
我们希望帮助品牌建立一套完整品牌视觉体系，同时更准确地囊括茶妈妈的产品业态，为标志建立了多种使用场景的运用方式，设计的变革，更是情感的交流。我们也一直在努力透过每一次设计，向消费者传递着这些情感。通过标志图形部分及理念延伸而来，传达正确品牌的精神理念，能够经过调整数量、颜色等多种手法及延展元素丰富品牌的表现形式。
The other aspect is the emotion. It mainly emphasizes on how to refine and magnify the aesthetic significance of the Tea Mama brand. Compared with the logo of the primitive brand, this design has brought in refresher Wakaba turquoise as the dominant tone and [small triangle] as the symbol embodiment of the tea mountain, so that people may feel the warmth, vigor and beauty of the tea mountain.
We hope to help the brand set up a complete set of brand vision system; And meanwhile cover the business types of Tea Mama more accurately. Meanwhile, we've set up the application modes of multiple usage scenarios for the symbol. It is the reform of design and also exchange of emotions. We've been delivering these emotions to consumers through every design. We may deliver the correct spiritual idea of the brand by extending the contour patterns and ideas, and enrich manifestation patterns of the brand by adjusting the quantity and colors and extend the elements.
茶之本味
视觉元素
我们提炼了一个能够符合茶妈妈品牌传播的视觉符号“小三角”代表了茶妈妈五十多年来走过的茶山凝聚成了这一山。体现「 爱茶如初 」的品牌精神。当小三角符号成阵列使用，可以体现出对自然对敬畏，对茶山对爱护。
茶妈妈将爱作为品牌核心思想，秉持对茶的爱、对自然的爱、以创新思维塑造更符合新世代审美的品牌形象及空间体验，敬爱大山的质朴茶农，创造更好的茶叶品质，以爱分享给都市茶客。
为此，我们把妈妈的爱提炼了一个专属图标，传达茶妈妈的爱。我们将山川、河流、时间、爱心作为辅助图形，传达茶妈妈爱自然万物的品牌精神理念。也是希望用最简单易懂的方式，让多喝好茶的品牌理念深入人心。
The original flavor of tea
Visual elements
We've refined "small triangle", one visual element that accords with the brand communication of Tea Mama, which represents that the tea mountains climbed by Tea Mama have become this mountain for over fifty years. It embodies the brand spirit of [loving the tea as before]. When the small triangle symbols are used in arrays, it may show the awe of the nature and protection of the tea mountains.
Tea Mama deems love as the core idea of the brand, and builds a brand image and spatial experience that keeps more in line with the aesthetics of the new generation through the love for tea, the love for the nature and innovative thinking, so as to show plain tea farmers of the mountain, create better tea quality and share it with urban tea customers with love.
Therefore, we've refined the mom's love as an exclusive icon, to deliver the love of Tea Mama.
We take mountains, rivers, time and loving heart as auxiliary figures to deliver Tea Mama's spiritual idea of loving everything in the nature. We also hope to spread the brand idea of drinking good tea through the simplest and the most understandable mode.
产品设计
茶有种让人参不透的魔力，仿佛能把时间调慢，让人喝茶时得以安心品味其各种滋味。泡茶时又一贯以温柔、典雅的姿态呈现，轻易就能安抚都市喧闹的情绪，让每位享茶者静下心享受这段“茶山漫游”的时间。喝茶自古以来便是雅事一桩，由此我们以温文典雅四字，划分茶妈妈品牌系列定位，每个系列都具有相似的特性，只要记住特点就能快速找到心仪的茶品。
Product design
Tea has a kind of amazing magic power, which seems to slow down time and make people peacefully enjoy various flavors of tea. When the tea is made, it is presented in a wild and elegant manner, which may easily pacify the urban noise and make every tea drink enjoy the time of "roaming over tea mountains". Drinking tea has been an elegant thing since the ancient times. Therefore, we use four characters, namely mildness, literariness, classics and elegance, to divide the positioning of Tea Mama brand series. Every series has similar characteristics. As long as we memorize characteristics, we may rapidly find our favorite tea.
【温】
茶妈妈功效性食养之茶系列
是主打大众品牌的茶妈妈主推系列之一
“小青柑”不仅以美貌取胜
更是用“好喝舒服”的好滋味俘获人心
[Gentle]
Tea Mama tea series of functional dietary regimen
It is one of the main series of Tea Mama targeting at the public
"Small green oranges" not only look great
But also win favor of people through "delicious and comfortable" tastes.
【文】
主打“便捷、趣味”的便携茶方式
怎么便捷怎么来
轻松喝茶最重要
开启新时代茶文化生活方式
[Lovely]
It focuses on the "convenient and interesting" portable tea mode
The more convenient, the better
To drink tea easily is the most important
Start the tea culture lifestyle in the new era
【典】
茶妈妈铸造了茶叶中的经典
此系列作为茶妈妈原叶茶系列
是茶妈妈对茶叶造诣的体现
“典”是对茶妈妈探索茶本味
制好茶毕生追求的最佳诠释
[Classic]
Tea Mama has made classical tea
The series, as the original tea series of Tea Mama
Show Tea Mama's tea accomplishments
"Classics" is the best illustration of
Tea Mama's exploring the original flavor of tea
And making good tea
【雅】
专为一些从茶需求进阶为
茶爱好的茶友们
打造的品鉴级系列
制茶师十年如一日的坚持
所练就的温润质感
也需要品尝者拥有一定茶阅历
才能喝得出个中滋味
[Elegant]
It is the appreciation-level series
Exclusively created for tea fans developing from tea demand
To tea hobby
Through lifelong persistence of tea makers
They have made the mild texture
Tasters need to have some tea experience
To get the flavors
空间设计
好茶更需细品，空间的设计决定人们，能否对茶有更深处的体味。我们从不同的角度出发，基于茶妈妈不同茶饮空间结构，做出细化区分，为不同的定位。以中国茶年轻态为中心，打造都市人群的精粹生活场，探求新式中国茶的新业态模式。
Space design
From different perspectives, we've made refined distinctions based on Tea Mama's different spatial structures of tea drinks and conducted different positioning. Centered on the young state of the Chinese tea, we've created the exquisite life scenes of urban people to explore the new business types of the new-type Chinese tea.
【茶方空间·中庭店】
中庭店一般在写字楼等，因此定位以茶方的形式呈现。在茶一方，空间虽小却毫不局促，以更强的包容性融合在整体的空间里。为疲惫的打工人们，撑起一方天地。生活不仅限于匆匆的格子间，还有弥漫的茶香与远方。
[Tea Space · Atrium Store]
The Atrium Store is generally presented in the form of tea space in office buildings. Although the tea space is small, it is not narrow at all, which is integrated into the overall space with more inclusiveness. It provides a free space for the tired workers. Life is not merely limited to the small cubicles; it is also embodied in the pervasive tea fragrance and the remote places.
【茶间空间·社区店】
社区店以茶间作为定位，以一扇窗，一间房的格局融入和谐开放的社区环境。温馨的环境更符合社区的定位。与茶方空间相比，有了更多的空间能够与客人分享茶妈妈的故事和细细品味感受茗茶的芬芳。
[Tea Space · Community Store]
The Community Store takes the tea room as the positioning, which is integrated into the harmonious and open community environment through one window and one room. The warm environment keeps more in line with the community positioning. Compared with the tea space, there are more spaces where we may share the stories of Tea Mama and carefully taste the fragrance of tea.
【茶厅·旗舰店】
旗舰店，以茶厅定位。拥有更大的空间，具有更多互动性，在饮茶同时带来更多更强的互动体验，适应更多的不同饮茶需求和饮茶场景。内部环境设计秉承茶妈妈自然轻松风格体系，以原木色和鲜明跳跃的绿色为主，内部高低错落仿佛一个个精致茶寮。
[Tea Lobby · Flagship Store]
The flagship store is positioned as the tea lobby. It boasts a greater space with more interaction. While drinking tea, customers may have more interactive experience and adapt to more different tea drinking demands and scenarios. The design of the internal environment inherits the natural and relaxing style of Tea Mama. With the burlywood and bright green as the main colors, the internal space is strewn at random, seeming like exquisite tea lovers.
结语
甲古文创意将品牌内核以故事创意自然融入产品与空间的表达呈现，将东方审美进行年轻时尚化表达，让新式茶饮兼具传统茶强调与年轻茶活力，深度洞悉探索茶妈妈品牌战略定位让大众好茶兼具品质与美学。
Conclusion
OCD presents the brand core by naturally integrating the story originality into products and spaces and conducts young and fashionable expression of oriental aesthetics. It integrates the new-type tea drinks with traditional tea, emphasizes the vigor of the young tea, deeply explores the brand strategy positioning of Tea Mama and endows the public tea with both quality and aesthetics.
