Dali packaging design case display: Dali snow mountain qing liquor series (ii)
大理包裝設(shè)計(jì)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(yè)的白酒品類在當(dāng)?shù)叵碛幸欢ǖ闹?，一直以?lái)以小玻璃杯瓶的形象出現(xiàn)在大理消費(fèi)者的視野中。品牌定位以大眾消費(fèi)為主，消費(fèi)群體年齡相對(duì)偏高。近年來(lái)受經(jīng)濟(jì)環(huán)境和互聯(lián)網(wǎng)的影響較大，隨著消費(fèi)者的消費(fèi)品味逐漸升級(jí)原有的品牌形象及定位已不能適應(yīng)市場(chǎng)的需求，品牌形象的升級(jí)已迫在眉睫。設(shè)計(jì)策略上基于對(duì)市場(chǎng)的全面考察，既保留了部分原有的品牌元素又結(jié)合了新的定位設(shè)計(jì)創(chuàng)新,同時(shí)又融入了頗具大理文化風(fēng)貌特點(diǎn)的“風(fēng)、花、雪、月”以最直觀的視覺(jué)展示了雪山清的品牌內(nèi)涵，讓消費(fèi)者僅從包裝上就能體會(huì)到雪山清蕎酒的清冽甘醇從而以內(nèi)心深處喚起人們的購(gòu)買(mǎi)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.
