Country
中国(China)
Official website
http://www.jmlyp.com
Company Introduction
Jinmailang Group was established in 1994, a large modern comprehensive foodstuff enterprise integrated with research and development, production, and sales. The business of Jinmailang covers instant noodles, fine dried noodles, and beverages three sectors, the products are sold all over China, and exported to more than 50 countries and regions. Jinmailang Beverage Co. Ltd. was established in 2006 which has 20 branches, mainly engaged in beverage product development, production, and sales. The enterprise has been established more than 90 international advanced production lines, and more than 20 production bases throughout the country. Mainly produced bottled water, tea beverages, lactobacillus beverages, juices, and functional beverages.
Images
Brand Name
Jinmailang Beverage Co. Ltd.
Designer Name
Qiu Xiaoxiao/Chen Tiangui；Zhang Tiecheng/Jiang Xiyue/Zhu Diqin
Position of Designer
Creative Director/Design Director/Visual Designer/Container Designer
Client
无
Target Group
18-35 consumers who prefered low dgree wine
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel
Positioning
大货 Mass Production
Design Story
"The fate will come itself from round sky and square earth, raise a glass and drink together to celebrate this moment". The design originates from Chinese philosophy, which means put the emotion between heaven and earth, hope to meet and get together with friends. “Round sky and square earth" originated from Chinese traditional philosophy, which is reflected in architecture, currency, and other aspects. It is the reason to integrate its concept into the vessel type design - the square (earth) bottom is stable and carries the wine; There is no end to the round (sky), and relationship with people is forever. Between round body and square bottom, it shows the philosophy of calm and bearing. The design of the bottle label is refined and elegant. The special-shaped label is adopted to fit the characteristics of the bottle. The visual elements are "Yuan Lai (fate come)" and "plum", which strengthen the identification of product names and category attributes. The "plum" contains the shape of mountains and rivers and contains the view of heaven and earth. The overall label is made of special paper, combined with gold printing, embossing and UV technology to render the packaging vision and convey the high-end quality and exquisite feature of the product. The bottle type and label design are simple and chic, and the differentiated form design is different from the products of the same type. The cultural philosophy and wine rhyme are gathered in the bottle. It is fate to meet and drink together at this moment.
Highlights
The design scheme extracts the philosophy of "round sky and square earth" and integrates it into the overall design, so as to carry the long-standing concepts of "wine culture" and "fate", contain the connotation and shape the unique morphological experience and visual feeling.
Market Performance
无
Material
纸质 Paper
Craft
1. The "Yuanlai" of the product name adopts the black bright oil process; 2. The label adopts tactile wood grain effect; 3. The pattern combination of mountain and green plum in the middle of the label adopts the process of mountain light changing varnish;
Does the design solve the problems that are common across the product category?
无
What functional designs of the work have enhanced the user experience?
无
Did the design help increase the sales performance of the product?
无
Does the work consider sustainability (environmentally or commercially, or both)?
无