OPS CAFE-企业品牌资料

ORIGINAL?亿才乙oEXCLUSIVEBrandResearchDossier在同质化竞争如同红海的餐饮行业，新品牌开业3个月内倒闭率高达

60%。而

O.P.S.CAFE却以其独特的品牌理念和创新的产品思维，成为咖啡界的现象级品牌。这本手册将深度解析O.P.S.如何通过开放式思维、无限可能性和空间重构，在短短几年内成长为特调咖啡领域的顶级品牌，为品牌创作者提供深度启示。In

TheCateringIndustry

WhereHomogeneousCompetitionIsLikeARedOcean,TheFailureRateOfNewBrands

Within

ThreeMonthsOf

OpeningIs

AsHigh

As60%.However,

O.p.s.CafeHasBecome

APhenomenon-LevelBrandIn

TheCoffeeIndustry

WithItsUniqueBrandConcept

AndInnovativeProduct

Thinking.

ThisManual

WillDeeply

AnalyzeHowO.p.s.HasGrownInto

ATopBrandInTheSpecialty

CoffeeField

Within

Just

AFew

Years

ThroughOpen

Thinking,

InfinitePossibilities

AndSpatialReconstruction,

ProvidingProfoundInspirationForBrandCreators.SOOSoo

design

-独家原创出品1.

35Brandculture

品牌文化创始人故事、品牌简介、品牌定位、品牌历程、品牌理念、品牌访谈摘录、

品牌标识、品牌色系统、品牌包装物料、本章总结Founder'sstory,brandintroduction,positioning,brandhistory,brandphilosophy,excerptsfrombrandinterviews,logo,colorsystem,packagingmaterials,andsummaryofthischapter2.

83Products&Design

,

产品与设计标志性产品、主要产品线、产品策略解构、本章总结Signature

products,main

product

lines,product

strategydeconstruction,summaryofthischapter3.

122Promotion

strategy品牌推广策略特色推广活动、品牌空间策略、品牌策略解构、本章总结Specialpromotionactivities,brandspacestrategies,brandstrategydeconstruction,summaryofthischapter4.

125Brand

summary

品牌总结视觉策略实操模型、全册结语VisualStrategyPracticalModel,ConclusionoftheentirebookCONTENTSMANUALSoo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIER*本手册为Soo

design会员私享栏目「原创品牌档案」独家发布

·严禁外传Note:This

manual

is

from

the

brand

solution

libraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked品牌文化BrandCulture源于专业的创新精神Innovativespiritderivedfrom

professionalism-NO.1

-Soodesign-ExclusiveOriginalProduction.Exclusive

formembers.No

furtherdistributionSoo

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-独家原创出品丨会员私享

严禁外传O.P.S.CAFE由一群咖啡行业顶尖专业人士共同创建。主理人王启棱（阿光）是

WBrC（世界咖啡冲煮大赛）和WBC（世界咖啡师大赛）的感官评审，曾担任中国区冠军选手教练，并在知名咖啡品牌M2M担任培训课程主要负责人。联合创始人

Siwei则是近两年来活跃于

WBrC赛事的感官评审，团队中还包括

2019赛季

WBrC中国亚军咖啡师。O.P.S.

CAFE

was

jointly

foundedby

agroupof

topprofessionalsin

thecoffeeindustry.

The

founder,

WangQiling

(Aguang),

isasensory

judge

for

WBrC

(WorldCoffeeBrewingCompetition)and

WBC

(WorldBaristaCompetition).

Hehasservedas

thecoach

for

thechampion

contestants

inChina

andis

themainpersoninchargeof

trainingcourses

atthe

well-known

coffeebrandM2M.

Co-founder

Siweihasbeenanactivesensory

judge

for

WBrCeventsin

thepast

two

years.

The

team

alsoincludesbaristas

who

were

therunner-upin

WBrCChinain

the

2019

season.Soo

design

-独家原创出品

丨会员私享·严禁外传Soo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIERBrand

founder品牌创始人*本手册为Soo

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·严禁外传Note:This

manual

is

from

the

brand

solution

libraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked

fSOOSoo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIERNote:This

manual

is

from

the

brand

solution

libraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedBrand

Research

Dossier

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·严禁外传O.P.S.

CAFE成立于

2017年8月1日，位于上海太原路近永嘉路段。品牌名称三个字母分别代表：O-Openminded（开放的思维）、P-Possibilities（无限的可能性）、S-Space（空间）。这家小店只有约10平方米，却不设座位，打破了传统咖啡店的常规模式，专注于提供创意特调咖啡体验。O.P.S.CAFEwasjointlyfounded

byagroupof

top

professionals

in

the

coffee

industry.The

founder,

WangQiling(Aguang),

isasensory

judge

for

WBrC(WorldCoffeeBrewingCompetition)

and

WBC

(WorldBaristaCompetition).

Hehas

served

as

the

coach

for

the

champion

contestants

inChinaandisthe

main

personincharge

oftraining

courses

atthe

well-known

coffee

brand

M2M.

Co-founder

Siweihasbeenanactivesensory

judge

for

WBrCeventsin

thepast

two

years.

The

teamalsoincludesbaristas

who

were

therunner-upin

WBrCChinain

the

2019

season.BrandIntroduction品牌简介design

-独家原创出品Soo(O)(

P

)(

S)OpenmindedPossibilitiesSpace开放的思维无限的可能性空间O.P.S.

CAFE

was

jointly

foundedby

agroupof

topprofessionalsin

thecoffeeindustry.

Thefounder,

WangQiling

(Aguang),

isasensory

judge

for

WBrC

(WorldCoffeeBrewingCompetition)and

WBC

(WorldBaristaCompetition).

Hehas

served

as

the

coach

for

the

champion

contestantsinChinaandis

themainpersonincharge

of

training

courses

atthe

well-known

coffeebrandM2M.

Co-founder

Siweihasbeenanactivesensory

judge

for

WBrCeventsin

thepast

two

years.The

teamalsoincludesbaristas

who

were

therunner-upin

WBrCChinain

the

2019

season.Soo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIERBrand

Research

Dossier

会员私享严禁外传Soo

design独家整理*本手册为Soo

design会员私享栏目「原创品牌档案」独家发布

·严禁外传Note:This

manual

is

from

the

brand

solution

libraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedExpertInHigh-EndCreative

SpecialtyCoffee高端创意特调咖啡专家O.P.S.CAFE定位为高端创意特调咖啡专家，只卖原创特调咖啡，大多含有酒精成分。他们不走常规咖啡店路线，而是以类似调酒或做精品料理的方法来创造咖啡的无限可能。品牌瞄准的是对咖啡品质和创意体验有更高要求的人群，而非追求便捷的大众市场。O.P.S.CAFEis

positionedasanexpertin

high-end

creative

specialty

coffee,sellingonlyoriginalspecialtycoffee,mostofwhich

contains

alcohol.

They

don't

follow

theconventionalcoffee

shoproute.

Instead,

they

create

theinfinitepossibilitiesofcoffee

byusing

methodssimilarto

mixologyorfinecuisine.

The

brandtargets

peoplewho

have

higherdemandsforcoffeequalityand

creativeexperiences,ratherthanthemassmarketthatpursuesconvenience.BrandIntroduction品牌简介r

8月1

日开业，初期推出

"

围炉煮

"、"

蛋酒小拿铁

"

和

"

鸳鸯

"

等创意特调。持续创新，每个季度更新菜单，呈现出40

款风格迥异的饮品。成为上海最具人气的特调咖啡店，被称为"

咖啡特调届皇者"。应对疫情挑战，快速调整经营策略，改用以外带杯为主的服务模式。开启

"On

The

Move"城市巡游，首次走出上海，引起轰动。nd品牌历程Hi20202025201720192021Bsytoar品牌理念

Brand

concept用当下的手法和对食材的理解去重组过去曾有的体验。Reconstructpastexperienceswithcurrenttechniquesandanunderstandingoftheingredients.The

core

concept

of

O.P.S.is"To

reconstitute

past

experiences

with

currenttechniquesandan

understandingofingredients."

Theyemphasize

the

highlightdisplayofingredients.Forasmallamount

of

high-quality

coffee

beans,theywill

specificallymark

thenameof

theestatebecause"good

thingsshouldbeknownby

morepeople."Thebrandadherestoanattitudeofopendialogueandno

prejudice,

andattachesgreatimportancetothe

communication

experience

with

guests.O.P.S.

的核心理念是"用当下的手法和对食材的理解去重组过去曾有的体验"。他们强调食材的高光展示，对于少量、精品的咖啡豆，会具体标注庄园名字，因为"好东西要让更多人知道"。品牌坚持开放对话、没有偏见的态度，注重与客人的交流体验。InterviewExcerpt创始人访谈摘录SOOSoo

design

-独家原创出品Reconstructpastexperiences

withcurrenttechniquesandanunderstandingoftheingredients.从咖啡比赛到打造“思想开放的实验场”创始人阿光与

Siwei均拥有丰富的咖啡赛事经验（如世界咖啡冲煮大赛感官评审、中国区冠军等）。他们希望突破传统咖啡店的模式，打造一个“不局限于咖啡本身”的空间。阿光表示：“我们不想做夫妻老婆店，而是建立一个开放平台，用特调咖啡连接人与创意。”Siwei补充道：“OPS的‘P9代表Possibilities，希望通过实验性饮品传递咖啡的无限可能性。”产品哲学：特调咖啡即“饮品艺术”，拒绝标准化Special

coffeeis

the"art

of

beverages",

anditrefuses

standardization阿光强调：“特调不是简单混搭，而是像调酒或料理般重构咖啡体验。”团队每季度研发

4-6款新品，灵感源自旅行记忆（如泰国鸡尾酒式咖啡、新西兰海岸风情），结合时令食材与独特处理法。Siwei透露：

“每杯特调都附信息卡，讲述风味背后的故事，我们希望顾客不仅是喝咖啡，更是参与一场味觉叙事。”From

coffee

competitions

toshaping"ideas."OpenLaboratory"二人以专业背景为基石，将竞技咖啡的严谨与创新融入商业实践，打破常规咖啡店的品类限制，开辟特调咖啡赛道。通过精细化食材组合与故事化包装，将咖啡升维为情感载体，创造高辨识度的消费记忆点。创业初衷：Brand

Research

Dossier

会员私享严禁外传Soo

design独家整理*

本手册为

Soo

会员私享栏目「原创品牌档案」

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design

独家原创出品

t

u

i

n

lKa

i

the

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um

l

ieevvususexcExca,ryellrablinmaojreaof

tmanosctiThproNo独家发布

CopyrightBRANDRESEARCHDOSSIERmembers,strictlyprohibitedfrombeingleaked行业洞察：避开价格战，用“咖啡极客精神”突围面对9.9元咖啡浪潮，阿光认为：“精品咖啡不应陷入低价内卷，而是以稀缺性创意建立壁垒。”Siwi举例说明：“我们选用数千元一斤的庄园豆，搭配定制器皿与复杂工艺，虽然客单价

40+，但消费者为‘独一无二的故事与品质9买单。”二人一致强调：“特调咖啡的本质是主理人的个性投射，这是连锁品牌无法复制的竞争力。”空间设计：小店面大体验，“流动吧台”拉近客群关系A

Small

StoreOffers

ABigExperience.

The"MobileBarCounter"BringsCustomersCloser

Together面对9.9元咖啡浪潮，阿光认为：“精品咖啡不应陷入低价内卷，而是以稀缺性创意建立壁垒。”Siwi举例说明：“我们选用数千元一斤的庄园豆，搭配定制器皿与复杂工艺，虽然客单价

40+，但消费者为‘独一无二的故事与品质9买单。”二人一致强调：“特调咖啡的本质是主理人的个性投射，这是连锁品牌无法复制的竞争力。”Not

just

coffee,building

an"ecosystem

ofpossibilities"OPS门店仅10m，却通过“无固定座位

+开放式吧台”设计，让咖啡师成为“移动体验官”。阿光解释：“空间逼仄反而促使我们专注服务密度——咖啡师在顾客面前制作，讲解原料与工艺，这种近距离互动建立了深度信任。”Siwei补充：“排队文化本身也是一种社交，老客常因‘熟悉的等待9而复访。”Avoid

theprice

war

andbreakthrough

with

the"coffee

geek

spirit"通过横向拓展品类与纵向深化文化内涵，将单一咖啡店升级为多维度的创意平台，持续吸引好奇心驱动的消费群体。以反常规的“罚站咖啡”模式降低空间成本，用高频次的人情化服务强化品牌粘性。以高附加值产品避开同质化竞争，将创始人专业身份转化为品牌信任背书。未来愿景：不止于咖啡，构建“可能性”生态品牌文化

/

Brand

Research

Dossier

品牌标识会员私享严禁外传Soo

design独家整理品牌標志极简主义下的质感呈现-O.P.S.

CAFE

的LOGO

设计极简，以文字标识为主，突出三个字母的含义（Openminded,

Possibilities,Space），符合现代极简主义设计趋势，传递出专业而又不拘一格的品牌调性。-The

LOGO

design

of

O.P.S.CAFE

isminimalist,

mainlyfeaturing

text

symbols,

highlighting

themeanings

ofthe

threeletters

(open-minded,

Possibilities,

Space),

which

conforms

to

themodernminimalist

design

trend

and

conveysaprofessional

yetunconventionalbrand

tone.*本手册为Soo

design会员私享栏目「原创品牌档案」独家发布

·严禁外传Soo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIERNote:This

manual

is

from

the

brand

solution

libraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleakedNote:This

manual

is

from

the

brand

solution

libraryExclusiveproduction

of

the

Kanjian

brand

under

its

umbrella,exclusive

tomembers,strictlyprohibited

frombeingleaked*本手册为Soo

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·严禁外传Soo

design

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©BRANDRESEARCHDOSSIERBrand

Research

Dossier

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design独家整理Soo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIERNote:This

manual

is

from

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solution

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brand

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frombeingleaked色彩系統专业咖啡品牌的质感美学日常应用逻辑/Dailyapplicationlogic基础色调：采用中性色调

(黑、白、灰)

作为基础

,体现专业感。点缀色彩：根据每季特调主题搭配相应的色彩元素,如夏季可能采用清爽

的蓝色、绿色系。材质原色：强调咖啡本身及食材的自

然色泽,突出产品本质。#ffffffR255G255

B255*本手册为Soo

design会员私享栏目「原创品牌档案」独家发布

·严禁外传#d8c4a3R216G196

B163#eae8dcR234G232

B220#000000R0G0

B0会员私享

严禁外传Soo

design独家整理

外带杯设计：

简洁的杯型,印有品牌标识

,

注重手持舒适度和防洒设计。信息卡片：

每款饮品配有精致的信息卡,详

细描述食材、制作工序和创作灵感。品牌文化

/

BrandResearchDossier品牌包装物料极简、功能性*本手册为Soo

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·严禁外传Soo

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is

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·严禁外传Soo

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design独家整理Note:This

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design

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·严禁外传Brand

Research

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design会员私享栏目「原创品牌档案」独家发布

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Research

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design独家整理Soo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIER*本手册为Soo

design会员私享栏目「原创品牌档案」独家发布

·严禁外传Note:This

manual

is

from

the

brand

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libraryExclusiveproduction

of

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brand

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frombeingleakedBrand

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design独家整理Note:This

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is

from

the

brand

solution

libraryExclusiveproduction

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design独家整理*本手册为Soo

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·严禁外传Soo

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is

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of

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©BRANDRESEARCHDOSSIERSoo

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会员私享严禁外传Soo

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会员私享严禁外传Soo

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独家原创出品CopyrightBRANDRESEARCH*本手册为Soo

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独家原创出品Copyright

©BRANDRESEARCHDOSSIERO.P.S.

CAFE以“源于专业的创新精神”为核心，通过顶尖专业团队构建信任壁垒，以颠覆式思维打破产品、空间与季节边界，重新定义特调咖啡品类。其将专业深度与用户体验深度融合，通过风味解读、情感化设计与动态优化机制，让创新可感知、可共鸣。品牌理念贯穿始终，从命名到运营均体现Openminded、Possibilities、Space的价值主张，最终以文化共鸣构建社群粘性，形成“专业

+创新”双轮驱动的长期竞争力，为行业树立“以专业为根基、以用户体验为纽带、以文化塑造壁垒”的创新范式。O.P.S.

CAFE

takes"innovativespiritderived

fromprofessionalism"asitscore,

buildsa

trustbarrierthroughatop-notch

professionalteam,and

breaksthe

boundariesofproducts,Spaces

and

seasons

withdisruptive

thinking,

redefining

thecategory

of

specialty

coffee.Itdeeply

integrates

professionaldepth

withuser

experience,

makinginnovationperceptibleandresonating

through

flavorinterpretation,emotionaldesignanddynamic

optimization

mechanisms.The

brandphilosophyrunsthroughtheentire

process,from

namingtooperation,embodyingthevaluepropositionsof

Openminded,Possibilities,

andSpace.Ultimately,

itbuildscommunity

stickinessthroughculturalresonance,

formingalong-termcompetitivenessdriven

bythe

dualwheels

of"professionalism+innovation"Establishaninnovative

modelforthe

industrythat

is"rooted

in

professionalism,

linkedbyuser

experience,

andshapedby

cultureasbarriers".以专业为根基，创新破边界，

体验筑桥梁，文化塑灵魂，O.

P.S.

CAFE双轮驱动打造特调咖啡领域的长期竞争力。Summary本章总结SOOSoo

design

-独家原创出品

丨会员私享·严禁外传*本手册为Soo

design会员私享栏目「原创品牌档案」独家发布

·严禁外传Soo

design

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&设计Product&Design咖啡创意的无限可能Theinfinite

possibilities

ofcoffeecreativity-NO.2

-Soodesign-ExclusiveOriginalProduction.Exclusive

formembers.No

furtherdistributionSoo

design

-独家原创出品丨会员私享

严禁外传Signatureproduct

,

标志性产品Lonesome

Island、Kyashiki、Angel

Rocks

Back

And

Forth、鸳鸯拿铁Mainproductlines,主要产品线O.P.S.CAFE不提供常规咖啡，专注于特调咖啡系列，每季度更新菜单，每份菜单有5-6款供选择，鲜少出现长期"

固定款"季节性更强Strongerseasonality含酒精特调Specialblendwithalcohol食材创新组合Innovativecombinationsofingredients体验式饮用ExperientialdrinkingProduct

Strategy

产品策略CONTENTSMANUAL以双重发酵处理的云南咖啡豆、新鲜椰子水制作基底，配以夏威夷果和粉盐打成的蓬松泡沫，最后加上一片香脆海苔，创作出一款"杯中岛屿"。This"Island

InACup"

Is

MadeWithA

BaseOfDouble-FermentedYunnan

Coffee

BeansAnd

FreshCoconutWater,ToppedWithA

Fluffy

FoamMadeFrom

Macadamia

NutsAndPowderSalt,AndFinallyAddedWith

ASliceOf

CrispySeaweed.Soo

design

-独家原创出品丨会员私享

严禁外传Lonesome

IslandSIGNATUREPRODUCT标志性产品Brand

Research

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会员私享严禁外传Soo

design独家整理Note:This

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©BRANDRESEARCHDOSSIERBrand

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会员私享严禁外传Soo

design独家整理Soo

design

独家原创出品Copyright

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·严禁外传MadefromEthiopiancoffee

beans,combinedwithJapaneseplumwineand

Scotchwhisky,ithasastrongflavor,withnotesof

jasmineandgrapefruitKYASHIKI使用埃塞俄比亚咖啡豆，加入日本梅酒和苏格兰威士忌，酒味较重，带有茉莉花和柚子味。SIGNATUREPRODUCT标志性产品Soo

design

-独家原创出品丨会员私享

严禁外传Brand

Research

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会员私享严禁外传Soo

design独家整理Soo

design

独家原创出品Copyright

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design会员私享栏目「原创品牌档案」独家发布

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会员私享严禁外传Soo

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design会员私享栏目「原创品牌档案」独家发布

·严禁外传*本手册为Soo

design会员私享栏目「原创品牌档案」独家发布

·严禁外传Brand

Research

会员私享严禁外传Soo

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独家原创出品Copyright

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RocksAnd

Forth使用埃塞俄比亚豆子做成手冲，加入油桃、蜂蜜、刺梨酒和黑加仑利口酒等，水果味特别重。Thishand-breweddrinkismadewithEthiopianbeansandmixedwithnectarines,honey,

rosehipwineandblackcurrantliqueur,etc.It

hasaparticularlystrongfruitflavor.SIGNATUREPRODUCT标志性产品BackSoo

design

-独家原创出品丨会员私享

严禁外传Brand

Research

Dossier

会员私享严禁外传Soo

design独家整理Soo

design

独家原创出品Copyright

©BRANDRESEARCHDOSSIERNote:This

manual

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会员私享严禁外传Soo

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©BRANDRESEARCHDOSSIERYūn

YeūngUsingSouthAfricanshrubtea,combinedwithc