Slow Life Brand Design

With the growing development of life and urban space, the modern needs for leisure facilities and services are quietly changing, and the intervention of cross-border resources and service design have stimulated more new changes in the traditional service industry.As an iconic carrier for "slow life", cafe has entered into our lives. In addition to providing basic material services,it will merge the fashion label of "slow down, and enjoy life" into its brand value. Methods used in this paper include:information access, web resources analysis, and field research.This paper has made a summary of the status as well as the deep meaning of cafes in modern urban life by studying the interests and current situations of the consumer groups and western coffee culture. As a cultural sign, the VI design of a cafe has conveyed its business philosophy, the unique brand characteristics as well as the reputation of the whole cafe.An excellent image design has become important resources for enterprises because it reflects the culture of an enterprise and paves way for its sustainable development in the future.It will discuss how the business philosophy and culturalcharacteristics of a cafe can be delivered to its customers by taking the brand of Starbuck, the biggest cafe chain in the world, as an example. On the basis of the research above, this paper analyzes the VI design of "Muse Cafe", a self-created brand of slow pace and combines the brand design and business strategies together; thus a systematical thinking mode is formed. Different from the traditional cafes, this cafe changes the selling point from coffee to culture and service. In addition, this paper explores the joint point between design theory and market demand, and how to meet people’s various spiritual and material needs through the design that combines brand and service from the perspective of a designer.