Type of applicant company
设计机构
Country
中国
Company Website
newcan.net.cn
Images
Brand of the Product
GUOLIFANG
Designer Name
NEW CAN
Position of Designer
none
Target Consumer
Young adults aged 18-25 have become the core high-growth demographic. Their demand for "alcohol efficiency" has shifted from functional consumption to emotional consumption, meaning they hope to enter a light intoxication state more quickly to gain emotional satisfaction.
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
Positioning
大货消费品 Mass Production
Design Story
The market size of low-alcohol beverages has exceeded 70 billion yuan. The annual compound growth rate of the fruit wine category has surpassed 30%, and this category, driven by the dual engines of "health + social interaction", has become a core incremental market.
Guolifang's Rere Fruit Wine positions itself as a low-to-moderate alcohol fruit juice wine with an alcohol content of 15% vol. It incorporates tropical fruits with richer flavors into the base wine, resulting in a more palatable taste and richer layers.
The company aims to redefine the category with "tropical flavors + passionate emotions" and establish the 细分 category of "tropical fruit liqueur". It also seeks to strongly associate the product name "Rere" with the fruit juice wine category and build a distinctive brand visual memory point for Rere.
Highlights
- "Relie" Visual Symbols: Highly recognizable tropical animal elements + high-saturation contrasting colors + fruits + 15% vol, enabling instant understanding of the threefold information: "taste - alcohol content - mood".
- "Relie" Visual Style: Create the brand's exclusive "passionate world after getting tipsy" through visual synaesthesia. Integrate characters with the magical repetition of visual elements and vivid contrasting colors; highlight the product's core selling points through the funny and reckless mood in scenarios, and build exclusive brand visual memory points.
- Scenario-Based Experience: Emphasize the selling point of ""Relie" - getting tipsy delightfully" on supermarket shelves and online channels. Create crazy, humorous and magical copy and visuals (e.g., "Relie Fruit Wine, delicious and easy to get tipsy") to strengthen the brand tone and build a unique consumption scenario.
Market Performance
none
Material（For concept works, please choose the material you plan to use）
其他 玻璃瓶 glass wine bottle
Craft
reverse printing on bottle labels