Customer Service: Guoyu Wine Industry | Fantasy Soda Wine
Service Team: Jia Guwen Creative | Project Group 2
Service Content: Packaging Design | Bottle Design | Brand Logo | Soda Wine Design


With the advent of the new consumption era, Generation Z has become the main consumer, and the business order is being reconstructed. This time, we have a deep understanding of the current young people's drinking demand and consumption concept, from the brand strategy height to the product strategy landing, and then to the product packaging design, through the construction of brand five sense experience, the whole dimension to create a trendy wine brand "play pie one π 」.

At present, the domestic pre-mixed cocktail brands are emphasizing "dynamic", "tipsy" and "her power". How can we create a recognizable tide wine brand and have an emotional connection with the Z generation young consumer groups?


The digital symbol "π" is a natural symbol in the brand name of "play pie one π", which has the meaning of "infinite possibility and never loop. Based on the market combing and insight, we take "π" as the starting point, put forward the concept of "π infinite world", through the construction of brand five sense experience, for the Z generation to create a new generation of tide drinking brand.

Vision is the first contact point of information, human perception stays in the plane part, often ignoring other sensory elements. When different senses are mobilized or intertwined, people will have a new feeling about the same thing.



Therefore, we go deep into the lifestyle and consumption scene of young people, take the brand five sense experience as the starting point, and combine with the popular visual, music, trend and other elements to create a strong full-dimensional perception system for the "play school one.

We have greatly enriched the brand connotation and sensory system by constructing the five-sense experience of the "Play One Pi" brand, and established a long-term market memory for the brand. The immersive consumer experience maximizes the concept of "Pi Infinite World" and allows consumers to deeply perceive it.

"Pi infinite world" is cool, dreamy. We take "time tunnel" as the main vision, with "π" as the visual hammer, to further interpret the visual image, to create a differentiated product, strengthen brand identification, so that "π" has become a strong brand association.



The creative lines on the bottle body converge upward with light beams, the "π" on the bottle label crosses from bottom to top, and the "one π" on the neck bulges on the bottle body in the form of relief, forming the unique bottle type of this product series. Holding the bottle has a unique touch and enhances consumers' memory of the brand.

The font design is creative design according to the characteristics of the product, and the complicated and beautiful text design presents a temperament with a strong decorative style, reflecting the dreamy sense of playing with soda wine.

"Play Pi" dream series soda wine and Z generation interested in the topic and visual style re-creation, so that "π" visual symbols to maximize, while the text information into the visual structure, so that information services in the visual presentation.



Through bottle type, font logo, layout and graphic color, it presents the feeling of trend and young fashion, making the overall visual effect of the product become emotional value and social currency.

Love never ends, fun endless cycle. OCD Jiaguwen Creative is honored to join hands with Guoyu to take root in the young consumer circle through the trendy drinking brand "Play One Pi", to convey the trend and personality attitude towards life, to unlock the diverse drinking needs and pioneer experience of young people, and to create a "Pi Infinite World" for the Z generation 」.