Country
中国(China)
Official website
无
Company Introduction
Founded in 2014, wannaozhi was formerly a one-stop service platform derived from artists and various IP customization. In 2017, it began to expand its cultural and creative derivative business, and cooperated with many well-known domestic cultural IP, film and television entertainment, official media and other units. In 2020, it began to build and incubate its own IP. At present, it has released and operated the bear series.
Images
Brand Name
无
Designer Name
Mazz
Position of Designer
designer
Client
无
Target Group
Craft lovers, national fashion lovers, star fans
Major sales
电商 E-commerce; 其他销售渠道 明星粉丝销售渠道，德云社
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
1. This is an IP co-branded liquor label. ""Yao Yao Bear" is a national style IP based on traditional Chinese opera culture.The main content is closely integrated with traditional Chinese culture, customs and tales. Chinese wine culture has a long history, and there are many allusions and legends related to the theme of wine. The design of this series of labels is inspired by three famous allusions related to wine: opera - "Drunken Concubine", "Romance of the Three Kingdoms" - "Cooking Wine to Discuss Heroes", "Water Margin" - "Three Bowls of Wine to Discuss Heroes". Water Margin" - "Three bowls but no post". 2. The three sets of main images are all played by Yi-qinghuang, including the "crowned princess", "tiger head hat" and "dragon head hat", directly reflecting the essence of the story with cross-dressing. At the same time, the three tropes are created in a young and trendy language style, and the combination of product and content is shown in the form of label +One-panel cartoon.
Highlights
1. According to the special cultural background of Yao Yao Bear, two limited flavors were developed - "old popsicle" flavor and "iced sugar hawthorn" flavor. At the same time, two sets of label theme colors were created: red: iced sugar hawthorn flavor; yellow: old popsicle flavor. Each group of labels uses three stories, for a total of six labels. Sales can be done in sets or piecemeal, making the product interesting, collectible and collectible. 2. The limited flavor labels also have numbering attributes, and special numbering collection and reward activities are launched on new media/social platforms.
Market Performance
The first batch of products sold out in less than a month after listing, and they are still very popular with fans
Material
纸质 Paper
Craft
The label adopts the variable coding scheme of HP brand protection, and the special number with specific significance is printed on the label The printing adopts HP indigo OVG spot color ink to show the beauty of comic style. The label can be removed as a collection of computer stickers or refrigerator stickers, which is very creative
Does the design solve the problems that are common across the product category?
1. The combination of label and IP is often a simple image printing. This design skillfully combines the content and characteristics of IP with the product (fine brewed beer), so that users do not feel that the joint names are abrupt, appreciative and interesting when purchasing. 2. The series of stories can be developed continuously, the products can continuously launch new theme stories and new flavors, and the joint marketing can continue to cooperate.
What functional designs of the work have enhanced the user experience?
1. Hashtags with numbers are easier to plan product promotions on social platforms: special number collection, special number rewards, sweepstakes. 2. Because hashtags have collection properties, many users do not discard them, but leave them for collection
Did the design help increase the sales performance of the product?
The first batch of products sold out in less than a month after listing, and they are still very popular with fans
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. The project is a combination of star IP and product creative content. In terms of taste, Uberw's subversive product business department keeps introducing new products, and the packaging content is continuously updated by the IP party, which is very commercially sustainable