According to data from the “2021 China Tea Drinks Market Report” report (Rees Strategic Positioning Consulting Release), the market size of China’s new tea drinks reaches 400 billion RMB. On the track of this beverage category, the attention and commitment of the competitive landscape of various brands can be compared to the Olympic Games. One of the top brands is also a great success after going public, and the rise of many emerging brands should not be underestimated.
▼项目视频，video © 肖恩
▼店铺外观，Store exterior view © 肖恩
In today’s “attention economy” era, any brand that wants to make a quick debut must attach importance to the visualization of its image. In other words, whether it is the store image, the product itself, or even the design of packaging materials and promotional materials, it must be comprehensive. As a rapidly emerging tea brand, “YECUISHAN” has used the new concept of “molecular juice” to break a new path on the track of new tea drinks. Therefore, we will attach great importance to the use of creative design to establish a connection with the “Generation Z”, hoping to inject unique and fresh creative ideas into each store to convey the core of the brand and enhance the viscosity between the brand and users. From March to June 2021, HOPE DESIGN completed the design and realization of the three stores of “YECUISHAN” in Shenzhen under such customer requirements.
▼走廊，corridor © 肖恩
“The first characteristic of commercial design is to create desire. What consumers want is not creativity but information. This information is information that has not been provided by others. The primary task of visual communication is information transmission, and the purpose of space is to provide a “place” for memory experience.”
—by Luke Han from HOPE DESIGN
▼用餐区概览，interior view © 肖恩
▼品牌墙，the brand wall © 肖恩
▼细节，detailed view © 肖恩
“Every glass of juice is a work of art.” This slogan means that what YECUSHAN wants to convey to consumers is not only health and fashion, but also hopes to find spiritual resonance with young people.
he brand combines tasteful drink and joyfulness
Tianan Cloud Park is located in the Huawei Science and Technology City. Forming a cluster of technology, culture, and financial enterprises. Therefore, the audience for this YECUISHAN store is mostly office workers. In their spare time in tight-paced work, senior white-collar workers need a place where they can relax. Therefore, the designers refined the direction of space design: “the intersection of souls from multiple latitudes, an artistic social place”.
▼从用餐区望向吧台 © 肖恩
view to the bar counter from the dining area
▼长椅用餐区，bench seating area © 肖恩
▼多媒体屏，the multimedia screen © 肖恩
The “House in House” is designed in a big box with architectural design techniques. The open terrace seating that breaks the social barriers allows people who leave the office to no longer have to sit in a hurry. Walls and countertops form a multifunctional volume in the space in a staggered three-dimensional form, which is also convenient for the store to hold works exhibitions with co-branded artists and illustrators. The multimedia screen on the ceiling uses fruit animation mini-games to increase the interactivity and fun of the space, which is intended to continuously strengthen the brand’s molecular juice characteristics. Combine the consumer’s attitude towards life with the output of the brand’s tone, looking for spiritual intersection and resonance.
view towards the terraced seating area © 肖恩
the staggered, three-dimensional forms of walls and countertops © 肖恩
▼座位细节，dining table details © 肖恩
Project Name：YECUISHAN · TIANAN CLOUD PARK
Finish Time：Jun 2021
设计总监：LUKE HAN 韩薛
Design Director：Luke Han
Main Designers：Mingyuan Zhang
Design Team：Xiaowen Chen,/Kanghong Chang
Photography assistant：Zhendong Zhou
Products used in the project：Grey green marble/Bamboo Steel/Metal brick/Stainless steel