Type of applicant company
设计机构
Country
中国
Company Website
无
Images
Brand of the Product
Pacho Winery
Designer Name
Creative Director: Zhang Yanhui Creative Director: Xia Ling Designer: ChenLianFang\XuYanLian Technical director: Zhou Xiaoli
Position of Designer
创意总监：张彦辉 创意指导：夏岭 设计师：程连芳、徐燕梁 技术总监：周小莉
Target Consumer
25 to 45 years old, middle- and high-income wine consumer group (business, government reception)
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 酒庄、政府企业采购
Positioning
礼品 Gift
Design Story
As the highest altitude region in the world, Xizang has a good natural environment and unique history and culture. After ten years of hard work, the founding team of the brand has finally built an ecological winery called "Pazhu Winery" that integrates grape cultivation, tourism, and wine making.As the first high-end ice wine launched by the winery, we hope that the packaging design of the product can reflect the local characteristic culture, ecological environment, and quality.The product takes "fusion" as the creative theme, with grape leaves as the main visual element of packaging design. Secondly, the local landscape is viewed from the air and combined with on-site inspections of the planting area. The connection between mountain ranges, water veins, and snow veins is very similar to the cracks in grape leaf veins and ice flowers. The clever integration of the five forms presents the uniqueness and quality of the product with details.The leaf veins are placed at an inclined angle on the front and side of the outer box, and the combination of the two outer boxes forms a complete leaf vein, enhancing the product's sales and highlighting the cultural theme of "continuity of lineage"!
Highlights
The core highlight of the design of this set of works is the clever combination of grape leaf veins with local mountains, water veins, and snow veins. Overall, it is not only the grape leaves, but also a topographic map overlooking the air. In the details, the color and ecological environment of the wine are displayed from the winding golden river in the mountains, and the location of the winery is marked. The cracks in the ice flowers intuitively display the characteristics and associations of the product, The placement of leaf veins allows for a secondary combination of two boxes, both of which are cleverly and vividly designed with creative attention to detail!
Market Performance
无
Material（For concept works, please choose the material you plan to use）
纸质 Paper; 其他 玻璃
Craft
The box is made of cotton paper printed and gilded industrial cardboard, and the leaves are embossed and gilded to highlight the style of the country of origin. The inside is covered with gold foil and gilded, and the bottle label is printed using PET material UV printing, with local embossing and gilding technology.
Does the design solve the problems that are common across the product category? If so, please explain.
Domestic ice wine started late, so most products are presented according to foreign design style, lacking the uniqueness and differentiation of their own products. In addition, as a wine category, it is very interested in the ecological environment of the origin. Therefore, this ice wine, which is produced by Tibet winery, combines the local ecological environment with grape veins on the product packaging to form a significant degree of recognition and differentiation, and establish a strong visual memory in the hearts of consumers!
Did the design help increase the sales performance of the product? If so, please give related evidence.
The outer packaging design of this product can immediately reflect the characteristics and quality of the product, and the display effect is very prominent and eye-catching. The two outer boxes can undergo secondary combination interaction, establishing a strong recognition and emotional connection in the minds of consumers, greatly enhancing their purchasing motivation and promoting sales conversion!
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
As the product with the highest selling price of the brand at present, from a commercial perspective, it is first necessary to establish the identifiability, specificity and sense of quality of the packaging design, so the design of this packaging highlights the local ecological environment and characteristics, establishes the core visual assets, and naturally produces sustainable value. In terms of environmental protection, the shape of the outer box has local characteristics and cultural attributes, so it can be reused as a storage box or decorative decoration!