Type of applicant company
品牌方
Country
中国
Company Website
无
Images
Brand of the Product
Blue Lark
Designer Name
Shen Rubiao, Zhang Yuxuan, Liu Jinming / BOLD WAY
Position of Designer
无
Target Consumer
Young people aged 22-35 living in the first and second tier, with a focus on females. Emphasize quality of life and enjoy trying new things. The demand for alcohol is more inclined towards slight intoxication and flavor experience, rather than getting drunk. Tired of industrial beer and curious about craft beer flavors.
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 台球厅、桌游吧等
Positioning
大货消费品 Mass Production
Design Story
In an era where self-drinking and “pleasure for oneself” have become part of young people’s everyday lifestyle, Blue Magpie aims to create a craft beer that truly matches their taste, mindset, and aesthetic. The Red Guava Craft Wheat Beer was born from this intention—not for noisy social occasions, but for those quiet moments when one chooses to enjoy life on their own terms.
The packaging design features multiple blue magpies flying and hopping among red guava plants. Their lively and agile姿态 symbolizes young people’s longing for freedom, ease, and light-hearted joy. Unrestricted and full of movement, the blue magpies reflect the brand’s hope to accompany consumers as they discover small moments of happiness in daily life.
In terms of color, the design draws directly from the natural hues of red guava itself. Bright and expressive, the palette delivers an immediate and intuitive impression of the beer’s flavor profile—fresh, fruity, and refreshing—without unnecessary embellishment. This strong alignment between visual language and taste allows consumers to sense the flavor experience even before opening the bottle.
With sincere and vibrant design expression, Blue Magpie Red Guava Craft Wheat Beer seeks to offer young consumers a relaxed moment that truly belongs to themselves.
Highlights
The packaging of Blue Magpie Red Guava Craft Wheat Beer features a gradient palette of soft pink and fresh green as its primary colors, inspired by the natural hues of red guava flesh and peel. The overall visual is light, fresh, and vibrant, designed to instantly evoke associations with fruity aroma and freshness.
The main logo, “Blue Lark,” is presented in a large-scale white, flowing handwritten-style typeface, echoing the flying blue bird graphic. It highlights the emotional qualities behind “Lark”—lightness, freedom, and an easy, relaxed mood. The blue bird elements create a strong contrast against the pink-and-green background, drawing visual focus and enhancing brand recognition.
Illustrated fruit graphics on the can, along with small wine-glass icons on the outer packaging, further reinforce the flavor profile, allowing consumers to immediately associate the product with fruitiness and a crisp, refreshing taste. Key information such as “Original Fruit Juice Content ≥ 20%” and “Alcohol by Volume ≥ 3.5% vol” is clearly displayed on the front, communicating the product’s strengths in a direct, transparent, and convincing manner.
Market Performance
After its launch, Blue Magpie Red Guava Craft Wheat Beer achieved strong sales performance across Taobao, Xiaohongshu, and other major e-commerce platforms, with overall sales volume and market feedback continuing to trend positively. The product performed particularly well on Xiaohongshu as a content-driven e-commerce platform, attracting a large number of real consumers to spontaneously share posts featuring unboxing experiences, tasting notes, and drinking scenarios, resulting in steady and ongoing organic exposure and word-of-mouth growth.
Material（For concept works, please choose the material you plan to use）
其他 铁罐
Craft
This product adopts a glossy printing process on aluminum cans, enhancing overall clarity and color saturation through a high-gloss finish. The glossy effect brings out vivid visuals, sharp illustration details, and a more prominent brand logo. Under varying lighting conditions, the surface delivers a stronger sense of depth and texture, improving shelf presence while highlighting the product’s youthful and refreshing brand character.