餐饮 \ 猫九酒玩社中国泉州 - DRD Works - DRD再定义品牌顾问官网

餐饮 \ 猫九酒玩社中国泉州

CAT STATION - MORE THAN DRIKING.

品牌战略定位+品牌战略理念系统+品牌符号系统+品牌触达系统+项目内容策划

项目名称 CAT 9猫九以酒为媒以友为伴 TAKE WINE AS MEDIUM AND FRIENDS AS COMPANIONS

行业领域 餐饮 # 酒吧 # 鸡尾酒 # Restaurant # Bar # Cocktail #

品牌背景

猫九，是品牌创始人黄巧灿先生从业以来所使用并被熟知的名字。自小喜欢新鲜新奇事物，甚至有些玩世不恭，自然也就算不上是世俗评价中的那类好孩子。机缘巧合下，出于对西餐的兴趣，先后曾经西餐后厨、调酒师、店长等职业历练。

Cat nine is a well-known name used by Mr. huangqiaocan, the founder of the brand. Since childhood, he likes new and novel things, and even some cynicism. Naturally, he is not the kind of good child in the secular evaluation. By chance, out of interest in Western food, he has successively experienced Western food kitchen, bartender, store manager and other professions.

基于对调酒师职业角色的向往，每一款酒均有各自不同的故事和味道的，鸡尾酒文化令他尤其着迷。于是开始自学《鸡尾酒杂志》、《鸡尾酒宝典》等行业专业杂志书刊，由此开启他与鸡尾酒的灿烂之路。

Based on his yearning for the professional role of bartender, each wine has its own story and taste. Cocktail culture fascinates him in particular. So he began to self-study professional magazines and books such as cocktail magazine and cocktail classic, thus opening up his brilliant road with cocktails.

多年从事酒吧行业，猫九早早见识过形形色色的人事，人生百态。似乎社会技术经济越是发达，人与人的关系与距离也随之越来越疏远。越来越多的心路历程需要年轻的我们孤独面对。每每工作完独处的时候，猫九常想：可以做些什么来帮助到年轻的我们，在遇到短暂的情绪低潮低谷时工作生活情感困扰时，以及值得庆祝和分享的时刻，怎样可以给予人们一些调频与疗愈的力量。

He has been engaged in the bar industry for many years, and Mao Jiu has seen all kinds of personnel early in life. It seems that the more developed the social technology and economy, the more distant the relationship and distance between people. More and more mental experiences need to be faced by young people alone. When we are alone after work, cat nine often thinks: what can we do to help young people, how can we give people some strength to tune in and heal when we encounter short-term emotional lows, emotional troubles in work and life, and moments worth celebrating and sharing.

沉寂一段时日，猫九似乎找到了方向。或许，酒就是答案，玩就是答案，猫九就是答案。大多数福建人都有些眷恋家乡反哺家乡的情结，猫九也不例外。2022年5月，经过数月筹备策划设计CAT9 STATION 猫九酒玩社在泉州丰泽客运中心站就此诞生。

After a period of silence, cat nine seemed to find its way. Perhaps, wine is the answer, play is the answer, and cat nine is the answer. Most people in Fujian have a feeling of nostalgia for and nurturing their hometown, and cat nine is no exception. In May, 2022, after several months of preparation, planning and design, CAT9 station Maojiu wine club was born at Quanzhou Fengze passenger transport center station.

作为1996年出生的数字原住民（1995-2010年出生）Z世代品牌创始人，猫九很注重品牌思维，因此在品牌筹备期，便委托朋友为品牌进行形象设计。改革开放这些年，品牌的意识与思维在社会各行业，尤其是餐饮行业已是行业标配。但，大多数经营者对品牌的理解还是停留在品牌=LOGO或者品牌=VI的这个认知层面。因此，往往会比较容易忽略更为重要和关键的对于品牌的精神、价值、意义的思考。

As the founder of generation Z brand of digital Aborigines (born in 1995-2010) born in 1996, cat 9 attaches great importance to brand thinking. Therefore, during the brand preparation period, it entrusted a friend to carry out image design for the brand. Over the years of reform and opening up, brand awareness and thinking have become the industry standard in all sectors of society, especially in the catering industry. However, most operators' understanding of the brand still stays at the cognitive level of brand =logo or brand =vi. Therefore, it is easy to ignore the more important and key thinking about the spirit, value and significance of the brand.

因此，对于初创型或重塑期的品牌，重新思考梳理基本商业逻辑，系统再塑品牌理念系统、开发品牌符号系统、布局品牌触达系统，自内而外，由外向内的循环验证的标准系统指南开发变得尤其重要。它是品牌塑造的最原初的基础建设，也是品牌代表精神、价值、意义的校准系统，更是品牌新陈代谢、自我更新迭代的持续性能力。

Therefore, for start-up or remoulding brands, it is particularly important to rethink and sort out the basic business logic, systematically reshape the brand concept system, develop the brand symbol system, layout the brand touch system, and develop the standard system guide of circular verification from inside to outside and from outside to inside. It is the original foundation of brand building, the calibration system of brand spirit, value and meaning, and the sustainability of brand metabolism and self-renewal iteration.

核心服务成果01

猫九品牌标准系统指南

CAT 9 品牌标准指南由品牌理念系统、品牌符号系统、品牌触达系统三部分组成。目的和作用是将品牌理念，运用整体的差异化符号设计系统，通过可视化、量化、标准化，规范化的形式语言和系统化的视觉符号，传达给团队、客户、合作伙伴以及社会大众，具有突出品牌个性，塑造品牌形象、建构品牌灵魂的核心功能。

CAT 9 品牌标准指南，是围绕品牌专属基因模型为中心，以品牌的精神文化及经营理念为指导而制定的标准标识、符号，标准字体，标准色彩的完善组合在品牌管理与交往中的应用规范。

CAT 9 品牌标准指南的理念系统，旨在明确品牌成⻓发展的由来、差异化价值、存在意义，并以此形成品牌经营管理的基本准则和制度，指导品牌不同职能部分的工作执行。符号系统，旨在基于承载品牌核心理念而开发的品牌核心符号要素，并进行标准化与规范化。触达系统则是关于符号系统在实际工作场景中的延伸使用规范，如办公事务用品，公关事务用品，产品或服务，传播媒介等。在各项实际触达应用中，作为品牌企业各部⻔准确实施的标准，全体员工有维护本企业品牌整体形象的责任与义务，必须严格遵守。

01- 1 CAT 9 猫九理念系统摘选