Country

中国(China)

Official website

无

Company Introduction

Beijing Guotu Bookstore Co., Ltd. is a wholly-owned enterprise of the National Library of China. Based on years of professional services in the library industry, the company has expanded its ability to develop and design services around traditional culture in depth, and owns a number of key cultural brand series in China and Beijing.

Images

Brand Name

Hope water

Designer Name

Yang Lingling

Position of Designer

Design Director

Client

Hope water

Target Group

Young consumer groups

Major sales

电商 E-commerce; 其他销售渠道 玉渊潭公园

Positioning

限量款/联名款 Limited Edition/IP Collaboration

Design Story

What will happen when the Hope Water brand cooperates with Yu Yuan Tan Park in the cherry blossom season? The answer lies in this "Meet Cherry Blossoms" seasonal limited drink series. This series of products combines the brand concept of Hope Water - "giving good hope" and the custom of praying for blessings during the cherry blossom season in Yu Yuan Tan Park. The product names of hawthorn, peach and apricot should be "looking at hawthorn, Looking forward to a good destiny and Hope for happiness", the Chinese harmonies of these three names perfectly express the mood of people during the cherry blossom season. The label design is based on the famous cherry blossom atmosphere in Yu Yuan Tan Park, combined with the cherry blossom elements and traditional colors of ancient books from the National Library of China, which vividly presents the flying posture of cherry blossoms and the scene of people wishing and praying under the cherry tree on the bottle.

Highlights

The Chinese traditional color and the cherry blossom element in the ancient books bring the strong canonical style recognition to the visual content, not only to keep the orthodox traditional national style design, but also to embody the original temperament of traditional culture, and open the pure traditional culture design image in the chaotic national trendy design atmosphere. The design uses HP collage creative tool to make the static design of cherry blossoms with dynamic effect, each label has a unique gesture, consumers enjoy the drink in their hands at the same time, it seems to see the scene of cherry blossoms slowly falling. The design effectively integrates the brand and the park, expressing the essence of Chinese culture.

Market Performance

Listed in April, to be added

Material

纸质 Paper

Craft

The design technically combines HP collage creative tools to attach dynamic expression to traditional static content, each label is like a beautiful picture, which not only fits the overall design concept but also enables small batch theme customization, making this design have the double value effect of adding color to design expression and responding quickly to events. The printing process used HP Indigo's special light green light ink to bring out the beauty of traditional tones, which is a rare challenge.

Does the design solve the problems that are common across the product category?

The design process solved the problem of small batch development and product theme diversity that could not be achieved by similar products, especially in the theme of cherry blossoms, we realized a different design concept for each label, making the overall product series rich and dynamic. In the color expression we combine the content of the canonical culture to accurately convey the color standard of traditional Chinese colors and practice on the printed products, so that the product in the similar product design shows a very strong and accurate Chinese cultural visual tension and visual emotional memory perception. In addition, in terms of color expression, we accurately convey the color standard of Chinese traditional color in combination with the content of ancient books and culture, which makes a very strong and accurate visual tension and visual emotional memory of Chinese culture in the design of similar products.

What functional designs of the work have enhanced the user experience?

The variable effect of the label design makes each bottle of the drink unique, which matches the psychological feeling of consumers enjoying the flowers and making wishes in the scene of Yu Yuan Tan Park, and prompts the desire to take photos and share the drink, enhancing the interactive experience with consumers, as well as enhancing the influence of the product.

Did the design help increase the sales performance of the product?

Listed in April, to be supplemented

Does the work consider sustainability (environmentally or commercially, or both)?

The label adopts HP indigo electronic ink, which is widely used in safety printing and packaging, including pharmaceutical and food packaging. It does not contain UV curing substances and photoinitiators. It meets the industry recognized definition of low migration ink and has degradable packaging certification; Digital printing is an environment-friendly solution to reduce loss in the early stage of product production. This product belongs to the "new outing in the park" project launched by the park management center. Next, we will expand various new cooperation products in the park. Please look forward to it.