项目背景：

每个行业随着时代的演变以及越来越好的创业环境都会让越来越多的新兴品牌崛起，对早期在市场上占有率高的品牌进行了市场份额的分割，对于早期

的成功品牌而言在坚守江山的同时也需要顺应市场的规律，不断亲近核心消费人群的习惯和爱好。

大卡司DAKASI，是中国最早一批茶饮品牌，1999年5月在广州开业，面对的“年轻人”从70后、80后、90后，到现在的95后、00后。大卡司也需要通

过不同的方式不断了解和亲近新的年轻人，而此次便以品牌IP为核心识别的品牌视觉升级，在这个浪潮汹涌的新时代，重塑大卡司在消费者心智里的年

轻形象。

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Project Background.

Each industry with the evolution of the times and the increasingly good entrepreneurial environment will allow more and more emerging

brands to rise, the market share of the earlier brands with a high share in the market has been divided, for the early success of the brand in

holding on to the mountain at the same time also need to comply with the laws of the market, and constantly close to the habits and

preferences of the core consumer groups.

DAKASI, one of the earliest tea brands in China, opened in Guangzhou in May 1999, facing the "young people" from the post-70s, post-80s, 

post-90s, to the current post-95s and post-00s. DAKASI also needs to understand and get closer to new young people in different ways, 

and this time, the brand IP is the core identity of the brand visual upgrade, in this new era of surging waves, to reshape the young image of

DAKASI in the minds of consumers.