Country
中国(China)
Official website
无
Images
Brand Name
无
Designer Name
Hao HUANG
Position of Designer
visual creative partner
Target Group
Between 18-35 years old, users who love trendy culture and have no taste dependence on traditional drinks
Major sales
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 Mass Production
Design Story
In the low-alcohol beverage industry, most of the products use a feminine design language and realistic fruit icons as the first identification, But giants like Rio have already been born in the industry. As an entrant, we do not intend to adopt a follow-up strategy to define products. The design language is more inclined to neutral groups, and it helps us find a larger group of users in product positioning. We adopt the short can body with stronger alcohol sense and trend attributes, which more obviously reflects the advantages of horizontal display on the shelf. Different product series use different designs to attract different TA users. The color design is also based on the preferences of different TA users. At the same time, the most valuable information is: brand logo - category - interesting taste descriptor; We hope to break the traditional perception of alcohol packaging and establishing the user's first perception, at the same time we provide him with the corresponding alcohol sense to prove that this is an alcoholic drink.
Highlights
The recognizable logo ≥9,is a well-known mathematical symbol in the world, which is easy to read and remember, and has a certain topicality. The smudging icon is obtained by blurring the corresponding taste of the fruit, imitating the state of a person when drunk, and is an uncommon collection of aesthetics.
Market Performance
no
Material
Others
Craft
PET plastic film and aluminum can printing are common solutions. In triple packaging, the common cardboard is replaced with pvc tote bags, which improves the aesthetics. At the same time, the tote bags can be sealed and can be recycled (used as wash bags) , The outer packaging adopts the industry solution - corrugated box and reduces the use of plastic sealing tape.
Does the design solve the problems that are common across the product category?
Similar products mostly use the follow-up strategy in design, like using fruit icons or colorful illustrations on packaging, This design makes the products to be considered more as a beverage, and also ignores the identity of drinking alcohol. After enhancing the sense of alcohol through packaging, products can be promoted to a wider customers.