Type of applicant company

设计机构

Country

中国

Company Website

https://www.the25s.com/

Images

Brand of the Product

ALDI

Designer Name

Bobo Wu

Position of Designer

无

Target Consumer

The product caters to a wide age range of everyday consumers who value cost-effective white liquor that meets their daily drinking needs. These consumers exhibit high brand loyalty, seeking reliable and affordable options that align with their lifestyle preferences.

Distribution Channels

电商 E-commerce; 小型商超和便利店 Supermarket & CVS

Positioning

大货消费品 Mass Production

Design Story

The core strengths of Chinese Baijiu lie in its unique flavor, rich cultural connotations, and social functionality. Mid-to-low-end Baijiu products meet the daily consumption needs of the masses by offering diverse options. According to market research, the mid-to-low-end Baijiu market reached ¥98.8 billion in 2021, with an annual growth rate of 14.3%. By 2024, the market size is expected to exceed ¥150 billion.

This market attracts a broad consumer base, including younger generations and middle-income households, who tend to prefer high-quality yet affordable choices. ALDI has captured this rapidly growing market by introducing a product that combines cultural richness with mass-market appeal. Through its distinctive packaging design and superior product quality, ALDI’s Baijiu further expands its presence in this segmented market, successfully catering to consumer needs while standing out from the competition.

Highlights

The packaging design of ALDI's Rich Aroma Pure Grain Baijiu Series creatively incorporates elements of Chinese traditional opera, particularly the iconic facial makeup of classic characters. This design not only highlights the rich cultural heritage of China but also elevates the product’s visual appeal, enabling it to stand out in a highly competitive market.

In Chinese opera, facial makeup is a symbolic art form, where colors and patterns represent specific character traits and moral qualities. The design adopts vibrant contrasting colors, intricate patterns, and traditional motifs to authentically capture the spirit of Chinese opera. This fusion of cultural symbolism and modern aesthetics appeals to contemporary consumers who value products with both artistic and cultural significance, forging a deeper emotional connection.

Market Performance

Since the launch of ALDI's private brand Rich Aroma Pure Grain Baijiu, the product has achieved significant success in the market, becoming a best-seller due to its unique packaging design and high cost-performance ratio. On social media, consumer feedback has been highly positive, attracting widespread attention and purchases. The product even sparked a "purchasing agent" craze in areas where ALDI stores were not available, and has even become a "new local specialty" souvenir for tourists in Shanghai.

Material（For concept works, please choose the material you plan to use）

PET塑料 PET material; 纸质 Paper; 其他 玻璃

Craft

The packaging features a high-quality glass bottle with a minimalist design. A tamper-evident seal at the bottle neck ensures product authenticity and safety. The label printing uses advanced techniques to achieve vibrant colors and fine details, vividly bringing the opera characters to life.