创意说明

“第二大脑”以“思考”作为品牌原点，将咖啡从单纯的提神饮品延伸为理性、专注与能量的象征。在信息过载与高频运转的时代，品牌借由“大脑”这一核心意象，回应当代人对于清醒、效率与脑力续航的需求。设计从笛卡尔“我思故我在”出发，将理性精神与思维秩序转化为品牌语言，以坐标系、函数结构与数字“2”构建完整视觉系统。大脑轮廓与咖啡豆形成正负形关系，坐标轴不断延展，象征思考与能量的持续生长，让品牌建立起清晰而理性的识别体系。

整体系统以“函数逻辑”作为生成规则，不同品类如同变量输入，在统一结构中形成各自独立的表达。橙C、柠C通过圆形函数构建轻盈平衡的节奏感，黑咖啡则以螺旋函数呈现专注与深度；箭头元素进一步强化速度、方向与能量上升的感知，使理性结构具备动态张力。包装中的汉字识别系统，将“橙”“柠”“黑”等风味信息直接转化为高辨识度图形，在提升阅读效率的同时强化品牌记忆。整个设计并非单纯的造型表达，而是通过逻辑、秩序与视觉生成关系，构建一种“计算式的清醒感”，让品牌在持续思考中完成自我生长。

“Second Brain” positions coffee as more than a functional beverage, transforming it into a symbol of rationality, focus, and mental energy. Inspired by Descartes’ “I think, therefore I am,” the design translates systems of thought into a visual language built from coordinate grids, mathematical functions, and the number “2.” The relationship between the brain silhouette and coffee bean creates a sharp visual identity, while expanding coordinate structures symbolize the continuous growth of thought and energy.

The system follows a logic-based framework where each product category functions as a variable within a unified structure. Orange C and Lemon C use circular compositions to express lightness and balance, while black coffee adopts spiral forms to convey focus and depth. Arrow elements reinforce movement and rising energy, while flavor-related Chinese characters are transformed into recognizable graphic symbols that strengthen readability and brand memory. Through logic, order, and generative visual relationships, the design establishes a clear sense of “calculated clarity” for the brand.

创作信息

作品名称：第2大脑 品牌包装设计 品牌持有：三只松鼠 股份有限公司

遇义团队成员

原创设计：陈 义文 吕 宇星 视觉表现：董 天 运营推广：王 钰 吕 宇星