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Dali packaging design case display: Dali snow mountain qing liquor series (ii)

大理包裝設計案例展示:大理雪山清清酒系列(二)

雪山清作為大理酒類行業的白酒品類在當地享有一定的知名度,一直以來以小玻璃杯瓶的形象出現在大理消費者的視野中。品牌定位以大眾消費為主,消費群體年齡相對偏高。近年來受經濟環境和互聯網的影響較大,隨著消費者的消費品味逐漸升級原有的品牌形象及定位已不能適應市場的需求,品牌形象的升級已迫在眉睫。設計策略上基于對市場的全面考察,既保留了部分原有的品牌元素又結合了新的定位設計創新,同時又融入了頗具大理文化風貌特點的“風、花、雪、月”以最直觀的視覺展示了雪山清的品牌內涵,讓消費者僅從包裝上就能體會到雪山清蕎酒的清冽甘醇從而以內心深處喚起人們的購買欲。

 

As the liquor category of Dali liquor industry, xueshan qing enjoys a certain popularity in the local area. It has always appeared in the vision of Dali consumers as a small glass bottle.Brand positioning is dominated by mass consumption, and the age of consumer groups is relatively high.In recent years, under the influence of the economic environment and the Internet, the original brand image and positioning cannot adapt to the market demand as consumers' consumption tastes gradually upgrade, so the upgrading of brand image is extremely urgent.Design strategy based on the comprehensive investigation of the market, both retained part of the original brand elements and combined with the new positioning design innovation, and also embodied as Dali cultural style and features of "wind, flowers, snow and moon" in the most intuitive visual display the snow-capped mountains of the brand connotation, make consumers on packaging alone snow-capped mountains can be felt by the qing Qiao wine inside cool glycol to arouse people's desire.

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