@ Indonesia

今天给大家介绍一个位于印尼的“中国出海”咖啡零售设计项目。

Today we want to share a recently completed “exported overseas” project. From Shanghai to Indonesia, we present to you a new coffee retail brand.

从“一带一路”到“出海项目”

讨论的人多、敢做的可不多。

真能做成的，更少。

所以当看到一个接着一个从中国“出海”的业主在外国做得有声有色，都深感佩服。

We read about “The Belt and Road Initiative” going “offshore” stories of various industry clients. Respect to those who have successfully landed out there and made a splash. To name a few of EICO’s clients like Haidilao, YunHaiYao, and CouCou.

已成功出海的 EICO 业主们：海底捞、云海肴、凑凑 etc etc.

往一个新的国度，二度发力去开展业务，都需具备一种打掉牙齿和血吞的冒险精神。

但有时候发现，当你咬牙走出舒适带，挣扎了几下后，发现世界也没想象中的大。

“出海项目”，当我们完成了好几个之后，发现也没想象中难搞。

尤其印尼、东南亚，拿着护照，过个海关，上了飞机，睡一觉就到了。

Walking out of the comfort zone does not seem to be such a big deal, and the world seems to be a lot smaller with the ease of transportation. Executing a project overseas was not as complicated as initially thought.

Southeast Asia is just a quick nap on the plane, and there you are.

Introducing:

TOMORO COFFEE

一个从中国出海，首战印尼的咖啡零售品牌。

首先介绍一下 EICO 为 TOMORO COFFEE 贡献的服务内容：

Without further ado,

Indonesia’s Coffee retail brand from China：TOMORO COFFEE.

EICO’s services provided for TOMORO COFFEE:

Space strategic planning,

Space conceptual design,

Design standards,

Customer journey and circulation.

Spatial Identity standards.

Brand positioning and touchpoints,

Re-Branding and Concept design,

Branding collateral,

Branding applications,

Packaging Design,

Visual Idenity Standards.

回想这项目的设计过程期间，大半个中国都在遭遇居家隔离的煎熬。无论负责品牌的北京团队，还是位于上海的空间设计部门，大家都只能在远程办公的状态下，完成了这个品牌+空间的设计任务。最终我们也在上海全城隔离结束前夕，TOMORO COFFEE 项目顺利交付了。

Half of China was working from home during the project duration, and the included our branding team in Beijing and space design team in Shanghai. Team members collaborated remotely to successfully deliver the project on time, just a few days short of “lockdown” cancellation.

这项目中含金量最高的该是这空间+品牌的双设计规范，SI+VI 手册。堪称 TOMORO COFFEE 的“双天书”。

TOMORO’s SI and VI handbook will serve as the bible that will guide the client side team in effectively anchoring their presence in Indonesia.

“快闪”一下两本天书给大家看看：

A quick flashback showing the two amazing booklets:

TOMORO COFFEE 收到这两本天书后，便立刻对各种物料进行打样，并很快开设了他们的第一家门店。

After receiving the Design Standard Booklets, TOMORO COFFEE’s first shop is on its way.

但鉴于当时我们还有 14+7 的恼人政策，项目做完了，设计师们也没办法去印尼看看。海是出了，但可惜人出不去。我们也只能隔岸观火。火，是市场火爆的火。However due to the Covid issues happening throughout China, we could only watch the momentum building from this side on the pond.

TOMORO COFFEE 在雅加达一开便大卖。他们还经常把新店选址在星巴克隔壁，摆出“打个平手算你赢”的姿态。当我们到了他们雅加达其中一家最火的门店，亲眼目睹，发现业主并没有吹牛。单看客流量，比隔壁星巴克多出几个次方倍。

Apparently TOMORO COFFEE is so HOT in Jakarta scattered around town. Some newest stores boldly open next to Starbucks shows off the brands confidence and ambition, kind of like David vs Goliath. Until I witnessed their market growth during our recent trip to Indonesia, the doubts were totally gone.

对面星巴克的 LOGO 的灯都不开了。听说过了几个月后，他们选择搬家了。

Perhaps Starbucks is considering to relocate this current shop. The lights on their signage was not even on when I was there.

雅加达与星巴克打对台的 TOMORO COFFEE

TOMORO COFFEE faceoffs with Starbucks in Jarkata

为了让大家在我自吹自擂之际，还有耐性把这篇文章继续看完，我先放几个北京团队为 TOMORO COFFEE 做的可爱动图：

Before we bore you with too much detail, some “eye candy” from the Beijing team.

从去年夏天开始，开出第一家门店后，在不到一年间，TOMORO COFFEE 在印尼已开出超过 70 家门店。

Within less than year from the first store opening last summer, they are now 70 locations strong.

再给大家分享一些分散在雅加达各地区商场里的 TOMORO COFFEE 门店。There are other store locations scattered inside some busiest shopping malls throughout the city:

除了常见的商场门店外，TOMORO 还会很有创意地挑选各种不太起眼，但人流量极高的位置开店。然后不小心地把隔壁竞争对手打残。

Aside from the typical mall locations, they strategically and creatively pick underrated spots with high traffic flow. And thus, making a splash and “accidentally” kill off the competition in the vicinity.

线下的快打旋风，再配以 EICO 品牌设计团队精心打造的各种物料设计，进行线上的二次美学轰炸：

In addition to the spatial design results, the designs done by EICO Brand creating a visual feast to the overall Identity.

这么好看的品牌设计物料，顿时感觉用文字描述也变得多余了。我们继续看图吧：With such strong branding it seems that any literal description is excessive. Let’s keep watching:

在 TikTok 和 Instagram 上，TOMORO COFFEE 也成了印尼当地小姐姐们喜爱的打卡点。

On Fire and trended on TikTok and Instagram：

很想把店内的物料从印尼偷回来给参与过这个项目的设计师们分享。

Really want to grab all the collateral to share with the design team.

唯有把咖啡喝完，杯子带回国给你们吧！Maybe only this empty cup after I finish it!

后记

首先要多谢我们的业主

海贝丽致 HEBE Beauty 的 Y.O.U 团队

邀请我去这趟印尼之行

对他们的出海项目

进行

实地考察。

也让我们顺便有机会

造访 TOMORO COFFEE

这个已完成的海外项目。

Big ups to our client, HEBE Beauty, for wonderful Indo trip invitation., so that we could have a chance to visit our finished project.

还请我去吃了印尼榴莲

I also got a taste of Indonesian Durian

上文也大概说过：

TOMORO COFFEE 的设计其实“出生”于国内的疫情期间。

EICO 为 TOMORO 做的全部设计，不是“几乎”，而是“全部”，全部设计都是 EICO 同事们在各自家里完成的。

Looking back, the whole design was 构思 during COVID in China. We literally created almost “everything” from scratch remotely and virtually from our homes.

过去三年的抗战，估计大家还记忆犹新。2022 年初，上海突然全城闭关，大家都没选择地居家办公。别说出海了，连出门都成问题。但很幸运地，我们在这非常时期的前夕，接到 TOMORO COFFEE 这个绝佳的设计委托。

With COVID affecting everyone globally past 3 years, it has been tough for everyone. Not to mention going abroad, stepping out of the house was impossible. This was a blow to the industry overall, but we luckily were able to land this project. Its was the perfect commission and perfect timing.

这不能不多谢我们的老业主，鱼眼咖啡纸寿司，纸叔的友情引荐。I have to thank an old client and friend “Uncle Paper,” from Fisheye Coffee for pulling the threads and connecting the dots for us.

这次印尼之旅，纸叔也请我吃了个情人节大餐，因为那天正好是二月十四号。

“Uncle Paper” treated me to dinner. It was a bit awkward because it just so happened to be Valentines day.

好难订位，开吃之前要先结账，让纸叔破费了。太感动，虽然基情万分。Super hard to get a reservation and pricey,but enjoyed the fine dining nonetheless.Although it’s super gay.合 作 联 系