Brand background
市面上超过90%云南咖啡均被国内消化，但有关的信息却鲜有而闻，因此“白日梦想家”将重新构建市场、品牌和生产者之间的关系：
市场端：线上虚拟娱乐性与线下实体产品结合的“白日梦想家”。咖啡不应该仅仅是现实生活中每日唤醒自己躯体所依赖的燃料，是物质粮食，同时也能成为精神粮食。“白日梦想家的咖啡农场”通过连接与遥远农场的情感纽带，咖啡树作为载体成为远方农场的一份子，在精神世界中，短暂的远离、逃离“水泥森林”带来的压迫、压力，与那处理不完的人际关系，将童年的开心农场带回现实，这就是“认养一棵咖啡树”的真正意义。
内容端：这个世界并非是非黑即白，生活也不能光两点一线，人之所以称之为”人“而不是机器，因为现实主义与理想主义可以并行存在，甚至在向生活被迫妥协的过后，需要更好的放松精神愉悦自己，保留着追求不被现实磨灭的理想和为之拼搏的理由与激情；它是调味剂，让无味的生活多一点点缀的乐趣和慰藉。在繁杂的商品社会里，多数时间深陷在过多的碎片化噪音与人为制造的焦虑中，我更希望强调缓解、释放焦虑，与内心对话，赋予产品更多的情绪价值。
More than 90% of Yunnan coffee in the market is consumed domestically, yet information about it is seldom heard. Therefore, the 'Daydreamer' aims to reconstruct the relationship between the market, the brand, and the producers:
Market End: The 'Daydreamer' combines online virtual entertainment with offline tangible products. Coffee shouldn't just be the fuel relied upon to awaken oneself in daily life; it is not merely a material sustenance. The 'Daydreamer's Coffee Farm,' through an emotional connection with distant farms, sees the coffee tree as a carrier, becoming a part of those remote farms in the spiritual world. A brief escape from the oppression and stress brought by the 'concrete jungle,' and the endless interpersonal relationships, brings back the joyous farm of childhood into reality. This is the true meaning of 'adopting a coffee tree.'
Content End: The world is not purely black or white, and life cannot be confined to a linear existence. The reason we are called 'human' and not machines is that realism and idealism can coexist. Even after compromising with life's necessities, there is a need to relax and delight the spirit. It preserves the pursuit of ideals that are not eroded by reality, providing reasons and passion for striving. It is a seasoning that adds a bit of pleasure and comfort to the tasteless life. In the complex world of consumerism, where most of the time is spent in excessive fragmented noise and artificially induced anxiety, I emphasize the relief, release of anxiety, inner dialogue, and endow the product with more emotional value.
Brand strategy
理性的浪漫主义是“白日梦想家”所追求的，这是一种人文情怀的主题，我们将更手写、手工的复古质感植入品牌基因中，将其在众多同类品牌中脱颖而出，这是一份大胆的挑战与尝试，我们从品牌形象的塑造初期，将传统的手工印刷、手写字型等注入平面设计之中，首先打破现代工业的塑料感，“祛工厂化”的品牌质感是更适合“白日梦想家”的，这是一种更淳朴、自然的表达方式，这样的内容呈现也会系统化的用于产品包装中，以此来一致体现“品味，我的品味”。
The rational romanticism pursued by the 'Daydreamer' is a theme of human sentiment. We infuse a more handwritten, handcrafted retro sensibility into the brand DNA, allowing it to stand out among numerous similar brands. This represents a bold challenge and experiment. From the early stages of shaping the brand image, we incorporate traditional manual printing and handwritten fonts into graphic design, breaking away from the plasticity of modern industry. The 'deindustrialized' brand texture is more suitable for the 'Daydreamer.' It represents a more rustic, natural mode of expression. This type of content presentation will also be systematically integrated into product packaging, consistently reflecting the notion of 'Taste, my taste.
Packaging strategy
预计咖啡包装市场将继续保持上升趋势。在不断变化的消费者口味和偏好的推动下，精品咖啡越来越受欢迎，为包装创新提供了重要机会。随着消费者对咖啡产地、风味特征和冲泡方法的了解越来越多，包装将在有效传达这些独特的销售主张方面发挥至关重要的作用。
可持续包装仍将是未来的主导趋势。品牌将努力开发包装解决方案，在不影响产品质量和新鲜度的情况下最大限度地减少浪费和环境影响。可再生和可堆肥材料的使用以及创新的回收计划将受到重视，满足具有生态意识的消费者的需求。
The coffee packaging market is expected to continue its upward trend. Driven by evolving consumer tastes and preferences, specialty coffee is becoming increasingly popular, presenting significant opportunities for packaging innovation. As consumers gain more knowledge about the origin of coffee, flavor profiles, and brewing methods, packaging will play a crucial role in effectively conveying these unique selling propositions.
Sustainable packaging will remain a dominant trend in the future. Brands will strive to develop packaging solutions that minimize waste and environmental impact, without compromising product quality and freshness. The use of renewable and compostable materials, along with innovative recycling initiatives, will be emphasized to meet the demands of environmentally conscious consumers.
