Research On The Practice Of Flat Design In The Brand Image Design Of "Ka Fei"

Brand image refers to the individual characteristics displayed by a company or a certain brand in the market and in the minds of the public,which reflects the evaluation and recognition of the brand by the public,especially consumers.With the increasing demand for beauty,when carrying out brand Visual communication,it is necessary to reasonably integrate aesthetic ideas,build visual beauty,and establish brand image.Design concepts and design techniques also need to be constantly updated and improved.With the advent of the 5G era,people’s dependence on mobile phones has affected all aspects of social life.With its powerful influence,flat design has rapidly expanded to all areas of graphic design,and has been favored by the public in real life.It fully embodies the connotation of Minimalism,perfectly expresses the characteristics of the brand,enhances the brand’s effect,and improves the brand’s influence,The brand’s visual image has been enriched and expanded.This paper takes the "Kafei" coffee brand as an example to deeply study the innovative design of the flat style brand visual image of new coffee and tea drinks+light food.Firstly,it systematically explains and analyzes the theory,development,and characteristics of brand design and flat style.During the analysis process,theoretical explanations and relevant cases can be found.The flat design style emphasizes the rational use of resources,which can reduce the consumption of social resources,and is consistent with the current green design concept of "sustainable development".Therefore,the combination of brand and flat design,in addition to establishing the advantages of increasing the product premium obtained by the brand,forming a specific impression that is trustworthy,and extending the vitality of the brand through innovative design,has also formed significant advantages due to the concise and natural beauty of flat design in line with the positioning visual language,the effective transmission of brand information through highly inclusive elements,and the formation of efficient guidance functions due to its own fashion,This is not only an aesthetic trend,but also because the flat style concept is consistent with current social thinking.Therefore,it is demonstrated that the research and practice of "flattening" design in "Kafei" brand image design is feasible.Then,through the positioning of the "Kafei" coffee brand user group,coffee light food brand market research,and the analysis of the characteristics of the "Kafei" coffee consumer group,the "Kafei" coffee brand design strategy was developed.Finally,through the formulation of the brand name and slogan of the "Cafe" light food coffee shop,the design of the "Cafe" coffee brand positioning,the design of flat style and recognizable visual symbols,bright and personalized color selection,unique brand font design,personalized,interesting visual image extension,and other methods to complete the exploration of the flat "Cafe" coffee brand design with characteristics.This article analyzes the advantages of flat design through a complete and systematic image design study of the "Cafe" coffee brand,and then through systematic market research to create a new coffee,tea,and light food brand that meets the needs of young people with a sense of fashion and personality.In addition to strengthening consumers’ brand impression of the "Cafe" coffee brand,it can also further enhance the brand loyalty of existing consumers of the "Cafe" coffee brand and enhance its core competitiveness,The formation of the unique competitive advantage of the "Kafei" coffee brand also provides new ideas and practical experience for the flat style design and development of the new coffee and tea brand.