Type of applicant company

品牌方

Country

中国

Company Website

https://www.want-want.com

Images

Brand of the Product

Sawow

Designer Name

Sawow Brand Design Team

Position of Designer

无

Target Consumer

Young and trendy Generation Z women pursue individuality, are highly curious, and are brave enough to try new and fun products. They prioritize their own joyful experiences, while also advocating for environmental sustainability. They embrace self-pleasure, relaxation, and eco-friendliness as their lifestyle attitude.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Positioning

大货消费品 Mass Production

Design Story

The design background and philosophy of Tetra Pak wine mainly revolve around the following aspects:

1. Environmental Sustainability
The initial intention behind the design of Tetra Pak was to reduce environmental impact. The recyclable materials used in Tetra Pak align with modern consumers' pursuit of environmental protection and sustainable development.

2. Innovation and Convenience
As a wine product specifically designed for women, Shawa pioneered the design of drinking wine with a straw. This innovation spares beauty-loving women from the trouble of touching up makeup after drinking and avoids spills, making the act of drinking more casual. Compared to traditional glass bottles and metal cans of RTD (Ready-to-Drink) pre-mixed wine, Tetra Pak is lighter, easier to transport, and has a lower breakage rate. It can meet the various drinking scenarios of young consumers. The 125ml small package can be placed in a pocket or a carry-on bag, allowing for enjoyment of a slight buzz anytime, anywhere.

3. Freshness and Quality
During production, Shawa adopts a fully enclosed aseptic filling combined with UHT (Ultra-High Temperature) instant sterilization technology. This ensures food safety while maintaining the original flavor and quality of the wine.

Highlights

The innovative design of drinking wine with a straw, specifically created for female consumers, directly addresses their drinking pain points:
1. Protecting Makeup
Using a straw to drink wine avoids direct contact between the wine and the lips, thereby reducing the chances of lipstick and other makeup being wiped off, maintaining the integrity and beauty of the makeup.
2. Preventing Spills
A straw helps control the flow of the wine, reducing the risk of spills, especially when moving or standing, making it more convenient and safe.
3. Convenience and Hygiene
Drinking with a straw is more convenient, especially in outdoor or party settings, as it eliminates the need to frequently pick up and put down the glass. Additionally, using disposable straws is more hygienic, avoiding the situation of multiple people sharing the same glass.
4. Controlling Alcohol Intake
Drinking with a straw allows better control over the amount of wine consumed each time, preventing the intake of too much wine at once, which helps in maintaining moderate drinking.
5. Innovation and Fashion
This is an innovative way of drinking, particularly appealing to young women, making the drinking experience more fashionable and fun, enhancing the enjoyment and experience of drinking wine.

Market Performance

None

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

纸质 Paper

Craft

The production process of Sawow adopts aseptic filling technology. The wine undergoes UHT (Ultra-High Temperature) instant sterilization treatment to kill all microorganisms, ensuring the wine remains in a sterile state and preventing contamination during the filling process. The packaging materials are cut, shaped, and sealed with the wine on the production line to form the final product. The product undergoes quality inspections, including appearance checks, seal integrity tests, and wine quality tests, to ensure that each package of wine meets the standards.

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

1. Protecting Makeup
Using a straw to drink wine avoids direct contact between the wine and the lips, thereby reducing the chances of lipstick and other makeup being wiped off, maintaining the integrity and beauty of the makeup.
2. Preventing Spills
A straw helps control the flow of the wine, reducing the risk of spills, especially when moving or standing, making it more convenient and safe.
3. Convenience and Hygiene
Drinking with a straw is more convenient, especially in outdoor or party settings, as it eliminates the need to frequently pick up and put down the glass. Additionally, using disposable straws is more hygienic, avoiding the situation of multiple people sharing the same glass.
4. Controlling Alcohol Intake
Drinking with a straw allows better control over the amount of wine consumed each time, preventing the intake of too much wine at once, which helps in maintaining moderate drinking.