博創設計 / 大漠豪情,西涼姜飲

客戶:青島啤酒股份有限公司
品牌:西涼啤酒(子品牌)
項目:西涼姜飲産品包裝
市場定位:區域品牌
上市時間:2020年8月
設計:博創設計
感謝:青島啤酒品牌管理總部及區域團隊

青島啤酒旗下西涼品牌始于1984年,于西北地區深耕幾十年,在消費者中有着良好的口碑和廣泛的認可度。西涼可以說是國内第一個把生榨姜汁工藝加入到産品中的品牌,在姜飲品類中有着響當當的名号,特有濃郁的姜汁味道,深受消費者喜愛。随着衆多品牌陸續推出姜味飲品,競争越來越激烈,西涼姜飲原有包裝已經嚴重滞後,升級新形象迫在眉睫。
西涼姜飲采用傳統生榨姜汁工藝,保證産品的品質及口感,博創團隊用最簡潔的設計語言去诠釋和塑造産品形象,創意融合吸收嘉峪關、大漠、綠洲等地域元素。品牌名稱字體設計為嘉峪關造型,滄桑有力。金色罐體若無邊無際的大漠,又是金黃色的姜汁,與下部綠洲形成正負形,巧妙表現金色姜汁從罐口溢出流下的感覺。沙漠綠洲,傳達清涼解渴的意涵。新設計讓西涼姜飲煥發新的氣息,有大西北的粗犷豪邁,又蘊含産品的特色定位,簡約個性,耳目一新。
西涼姜飲,大漠中的一抹綠色與甘甜!

Client: Tsingtao Brewery Co.,Ltd.
Brand: Xiliang Beer
Design: Bofly Design Team
Xiliang ginger drink adopts the traditional technology of raw ginger juice to ensure the quality and taste of the product. The creativity combines Jiayuguan, desert, oasis, ginger juice and other elements, the font design of the brand name is Jiayuguan shape, the golden tank body and oasis ingeniously combine to form the sense of golden ginger juice flowing down. Color and shape are oases in the desert, expressing the meaning of precious water source. The golden pot is like an endless desert, and the golden ginger juice forms a positive and negative shape with the lower oasis, which skillfully shows the feeling of golden ginger juice overflowing from the mouth of the jar. The new design gives a new image to Xiliang ginger drink, which has the personality of Northwest China and contains the characteristic positioning of the product.



















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