In July last year, the company had the privilege of serving Sichuan Eastern (Group) Corporation and together with them, it created a new brand under the “Wuliangye†Group, a brand that is different from all the “Wuliangye†logo products, the only one in the urban world, and I was Its unique personality is strongly attracted. Based on my familiarity with the liquor industry and a deep understanding of “urban peopleâ€, the company has given me the task of packaging design. I know it is a baby that is not yet available in the liquor industry. Careful and caring needs to be taken care of. The packaging of “Urban Family†reflects my accumulated experience and thoughts on alcohol packaging for many years. However, this time the creativity and thinking of “urban people†packaging is a breakthrough. Because it is necessary to have a breakthrough thinking and value this opportunity to treat the brand with the strong personality created by the Wuliangye brand in the world's only mature consumer group. I would like to ask some colleagues in the industry to think about it.
Reflections on the Brand Orientation of "Urban Family"
With the noisy and complicated urban environment and the ever-increasingly competitive life, the urbanites now feel embarrassed and uneasy, creating an indescribable sense of impetuousness. The original ambience has gone by as time goes by. Ask ourselves where our souls are? Urban people have met the spirit of yearning for our generation of struggling in steel concrete throughout the day.
In the huge “Wuliangye†brand world, the brand that has a clear-cut position for the concept of a mature consumer group in modern cities is unique. From the perspective of the brand itself, it not only breaks the traditional blessings, loyalty, longevity, sentiment, immortality and fate of people in traditional brands, but also does not add some. Although it breaks the tradition, it makes people feel too far to accept it. Alternative nouns. It is on the basis of inheriting traditions, breaking the traditional shackles, being straightforward but not lacking in content. Therefore, when organizing design ideas at an early stage, we began to search for ideas based on the laws of breakthrough and inheritance.
Because the age range of mature consumer groups in modern cities is basically between 30-45 years old, it is also the main consumer group of brand liquor in large and medium-sized cities. They have already had a lot of ups and downs on the road to their careers. They neither like brands that are popular in rural areas nor are they among the young people who are just out of school. Their maturity is reflected in their appreciation of the brand's connotation; their rebellion against tradition is due to the enormous pressure of work and competition; their enjoyment of life is the leisure after their career success; their acceptance of liquor is based on their job stress and participation in competition. The later release was a relief and adjustment to some unpleasantness in the journey of life.
They rarely drink too much, because they know that tomorrow is more important than today. In the face of such a mature consumer group, I think that the meaning of the “home†of “urban people's house wine†is a narrow interpretation of the “home†that breaks through the traditional meaning, and is a “home†that reflects and appeals in a broad sense. The “home†here is a sense of detachment from the home in real life.
In packaging design, we strive to reflect the freedom and freedom that “home is a place to restâ€. The picture should convey the inner meaning of "urban people" directly and clearly. Integrate Chinese tradition and expression into every design element of packaging. At the same time, because this "home" is a leisure place for urban dwellers living in steel and concrete, it is a spiritual sustenance lodge for urbanites, a relaxed station in the life of urban dwellers, and a stress for urban dwellers. A safe haven after the rush, even an emotional golf club for urbanites.
Therefore, the brand positioning of "urban people" wine is anti-tradition and yet a tradition. It is a personalized world that reflects the living in the steel-concrete world but is forgiving, unrestrained, and relieved. Therefore, in understanding the spirit of the spirit, it should be a kind of advanced and fashionable mentality to appreciate the charm.
Liquor Market Analysis:
When I received this list, I organized a series of discussions, including analysis, design, and market research, to summarize the following: Wine is indispensable in our lives, and it is the crystallization of human wisdom. Scientific research shows that moderate drinking is good for the body. However, there are many kinds of liquor. Different liquors are bought for different consumers. They are talking to different consumers in the market. They also need different packaging designs. Packaging design and strategy.
The design packaging of this product belongs to a new star in the Wuliangye Group and is a breakthrough in the liquor industry. This determines that special strategies should be adopted in packaging design.
Analysis of packaging design for competitive brands:
There are many liquor brands sold in the domestic market, and there are dozens of brands with strong competitiveness. Before investing in this packaging design, we first conduct a thorough analysis of the advantages and disadvantages of competitive brands to ensure that We must fight against each other and fight every battle."
The analysis can be roughly divided into the following sections:
First, analyze from the packaging main body:
First of all, from the perspective of the main body, there are many manifestations of competitive packaging. Large characters can be divided into the following categories:
1. Take "character" as the main vision;
2, with "pure color blocks" as the main vision;
3, "picture" as the main vision;
4. Take "Chinese Characters" as the main vision;
5, "Mark" as the main vision;
Second, from the main color to analyze:
In addition, from the perspective of color emotions, we classify the packaging colors of competing brands as follows:
1. Use “red†color as the main tone, happy and peaceful (the popularity of Chinese wine packaging is in line with the Chinese concept);
2, the use of "yellow" color as the main tune, noble and generous (the popularity of Chinese wine packaging);
3, use other colors as the main tone, such as yellow, green, etc. (this type only a minority, but there is personality)
Based on the above analysis, I summarized the following major conclusions:
1. No one has used urban landscape pictures in the packaging of liquor inside so far;
2. There is no silver-based color for similar products on the market.
3, the design of liquor packaging has not yet fully kept pace with the international design trend;
The second point finally became a new breakthrough in the packaging of alcoholic beverages, setting a new attitude among the peers.
Urban people's wine packaging design strategy:
The general liquor is for all people, while urban people have different wines. Its consumer group has a certain range and is aimed at its special population. Therefore, the packaging design strategy is very different from the general liquor. There are several shortcomings in liquor on the market today; it is not that the image of design has nothing to do with the “wine†in the minds of consumers, that is, there is no affinity at all, or the language of appeal to consumers is not clear (positioning is blurred).
Urban people’s wine is the “new†product Wuliangye Group is determined to innovate in packaging, but it is not easy to break through the routine. Therefore, after a few days of thinking, I finally made several key points for the Wuliangye Group. The design strategy:
1. The visual impact caused by the display on the assembled shelves We should first analyze the purchase behavior of consumers from the perspective of consumers' psychology:
In the subconscious mind, there is a habit of seeking independence. When a consumer enters the supermarket for shopping, during which time he browses all the goods through the shelf, he may notice a certain product during this period, but when he goes back and seeks the needed In the case of something, the image of the product that has just appeared in the eyes is just a different perspective. The same product is presented in front of the eyes with a different visual image. When consumers enter this package, they see the entire package, and at this time consumption. The subconscious will integrate the image he saw when he came and the image he sees when he returns, so that consumers’ attention to the brand naturally follows.
We have decided that goods must first be noticed before they can be purchased and lead to consumption, and the recognition is stronger than the competing products.
2, the use of "silver" color tone to distinguish other similar package color because the packaging of Chinese liquor is mostly red and purple, beaming, and urban people wine, it should not repeat the path others have gone through, eat the chews of others, So consumers can't distinguish between products that are on the shelves full of wine, so consumers should be aware of the “red†in “a little red in the greenâ€. Of course, the red here is ours. The packaging of the color "silver", it conveys a clear, proud visual experience.
3. When using the “simple style of urban architecture†for design packaging, the reference of “shape†is now the main international fashion style, but “simpleness†does not mean empty, simple, “simple†is a breakthrough of “complexityâ€. , And this product is not only urban people's wine, it should highlight the meaning of "city", people see that this product is known as "city", visual effects are clear and direct, this is the first use of urban architecture in domestic wine packaging Simple style for the visual appearance.
4. Communicate Professional This product has a unique selling point - a group of urban people, people seeking quiet, thinking, wine composition and unique formula.
The package is marked with a clear text and combined with the visual subject to make the package convey professionalism.
5. Considering the design of each side of the packaging, the packaging of alcoholic beverages is the main display. In addition to the careful planning of a good packaging, the backside and the side are also indispensable, and the next effort is not less than positive. Our director of planning, Mr. Li Wei, designed a very poetic little article for urban people's wine: “Tolerance, unrestrainedness, relief, nature... Spiritual paradise to comfort the soul, leisure station for life journey, holiday harbor for emotional world†... "This paragraph of language has added urban culture to urban people's wine, which has raised a lot of their own taste and style.
Thought on the design of packaging and main colors
As we all know, in the product world of all "Wuliangye" signs, the packaging style basically goes around the leader Wuliangye. Its main colors are both traditional red and yellow. As urban people wine, since it has been given a "only" breakthrough brand and "unique" positioning concept, then its packaging form and main tone must also follow this "sole"; it is not only against the tradition but also not completely against it. Tradition.
Based on the above reasons, first of all, I broke the traditional rectangular shape in the packaging design, giving it a new shape, using a square corner cut method, the entire quadrilateral into a pentagon, this innovation is not simply pursue alternative Its design is not cumbersome. Instead, it adopts a simple, generous, and innovative form. It uses the new ideas of today's mainstream design to express, and brings people a "simple but not monotonous, plain and not rigid". The feeling that at the same time injects new blood into the long-established brand of “Wuliangyeâ€, which not only breaks the tradition in product positioning, but also differentiates the previous old-fashioned model from the previous product packaging, so that consumers thoroughly feel that Refreshing.
In terms of the choice of the main color of the package, we completely get rid of the red and yellow tone of Wuliangye in the past, and combine the elegance and chic, noble and generous, soft and bright, the style of the group and personality. Finally, I set the main colors of the package into three colors: red, silver, and blue; red dates, symbolizing happiness and majesty in China, a symbol of life, vitality, and warmth; silver and white, fashion, and modernity. The image of a modern metropolis; for the choice of blue, I was inspired by Maurice Mettlinger's masterpiece Blue Bird, because blue means happiness and hope, and blue is considered the highest honor. Color, on behalf of the noble identity, in line with the modern urban people's ideas; among them, jujube red and silver with the traditional inheritance of the previous Wuliangye series of packaging some of the color style, but a breakthrough; and blue and silver with Directly put aside tradition, aiming at the impact of modern urban people, the positioning of fashion. The overall product highlights bright, stylish, noble features, and this feeling is conveyed through the ingenious combination of text and graphics, this design is a challenge to the tradition, but it is also a level of my wine packaging design level Promote.
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