Name of Work: Huang Dang Lake
Customer Name: Shayang Zhongbo Kiwi Fruit Ecological Development Co., Ltd.
Service content: Kiwi wine brand case design
Service team: Guyi Brand Packaging Design Department
Warm Tip: Guyi's original design and copyright certificate have been completed. Please think twice about piracy.
Gu yi's service content: market analysis, brand strategy design, product strategy design, IP design, LOGO design, VI design, label design, fruit wine bottle design, fruit wine gift box design, bottle process formulation, bottle finished product proofing, gift box process formulation, gift box finished product proofing, product picture rendering, product video production, product matching handbag color box cowhide box design.



Background introduction: Shayang Zhongbo Kiwifruit Ecological Development Co., Ltd. is a biotechnology private joint-stock company jointly funded by Zhongbo Company and Shayang County Government, integrating "kiwifruit planting, research and development, deep processing, production and sales. "Huang Dang Lake" as Shayang Zhongbo's fruit wine brand, the product selection of high-quality fresh fruit fermentation, fruit flavor, mellow, refreshing, is a refreshing drink. As a new brand in the fruit wine track, 2022 hand in hand with Guyi Design to carry out a new brand-wide strategy design, to create a super IP image, to help the brand to seize the right to speak in the category.



Amplify the advantage of product differentiation: in the era of category innovation, if you want to seize market share, the first task is to let consumers remember you, through unique creativity, enlarge the advantages of products in packaging, and let consumers quickly remember our brand through differentiated packaging vision. With the strengthening of the social attributes of drinks, a large part of the personalized alcohol consumption market has been derived. Now many young consumers do not need to get drunk, and what they need is cultural and individual labels. In this regard, in the overall process of Huangdang Lake, we build a new and interesting drinking experience for young people by creating exclusive IP elements and creating a personalized brand image. And in the product to enlarge the kiwi fruit itself form characteristics, mining traditional culture and through creative grafting to the product, to create personalized packaging, single product multi SKU to create explosions, leverage the market, in order to realize the kiwi fruit wine head brand building.



Product strategy: point-to-face, to create a solid long-term product front. Huang Dang Lake as a brand-new kiwi fruit brand, the ancient team through three aspects (market, users, themselves) of thinking and research, to determine the Huang Dang Lake kiwi fruit wine pyramid product structure settings: drainage/profit/value. And combined with the product structure to carry out targeted small name extraction: peach fun (sweet, semi-sweet)(100ml × 6), peach song (semi-sweet)(500ml), peach rhyme (dry)(500ml).



Creative strategy: vision as our daily life, contact with the most information source, they also play a role in our daily life can not be ignored. In the visual system of brand products, it contains the brand's LOGO, VI, IP, packaging design, etc. These contents can make consumers form the most direct cognition of our brand visual image.


IP Visual Design: Trend IP, Differentiation Breaking: Refining the Brand Culture Strategy of "Monkey (Image Cognition)" and "Happy (Emotional Guidance). The borrowing of traditional culture IP and the re-creation of brand value realize the ultimate goal of the user cognitive emotion-oriented value output of the Huangdang Lake brand.


KIWI.HOU Huang Dangdang: The "optimist" monkey paper with cheap expression and smiling every day has the perfect figure that all rhesus peaches dream of. It often shuttles between trees quickly. It is a hexagonal soldier integrating planting, collecting, brewing, tasting, scientific research and innovation of Swiss monkey peaches.


Logo visual design: how to associate the category (kiwifruit wine) with the brand name (huangdang lake)? extract the section graphics of kiwifruit as the basic shape of the logo to visually present the product category. Through observation, we found that the cut surface of the kiwi fruit is like a small sun. Huang Dang Lake Brand Logo Graphic Design: Extract the ray diagram in the kiwi fruit core and the reflection formed by the figure on the lake surface to create a beautiful picture of the rising sun, which symbolizes the positive, beautiful and full of hope of the enterprise.



Packaging visual design: product packaging vision represents the brand value image to a certain extent, directly related to product sales and consumer experience. A good product packaging design allows consumers to quickly find your products in many similar products, improve brand awareness and increase sales. In the current market, the fruit wine category is facing the status quo of product homogenization, low-end and channel simplification. For the brand of Huangdang Lake, in this product design, we started from the kiwi fruit product itself and made the shape, section and texture of the kiwi fruit into the exclusive visual symbol of Huangdang Lake. Intuitive transfer of category attributes, reduce customer understanding costs, evoke the customer's sense of familiarity.

Peach Fun: The bottle design uses bionic techniques to restore the shape of kiwi fruit. Dunhou lovely shape and fresh color, in line with young people's pursuit of novelty and personality psychology. The design of PVC gift box packaging material is inspired by kiwi fruit packaging box. The display mode of inverted wine bottles is directly related to the display form of kiwi fruit, and the products are visually displayed through transparent materials. The peach core is shaped like a small sun, combining the three colors of "red, yellow and green" to create the slogan "red, yellow and green, no anxiety" that belongs to the peach fun products of Huangdang Lake ". Drink this wine and let Momo Peach sweep away all anxiety.

Peach Song: The bottle design of the product also continues to restore the shape of kiwi fruit. The oval bottle design of kiwi fruit is matched with paper label dress. The cut surface of the kiwi fruit is transformed into a rotating phonograph. Under the fluttering of music, the branches of the kiwi fruit grow around and feel the vitality and taste of the increasingly young and vigorous. The coordination of retro emerald and gold makes the cut surface of kiwi fruit more artistic interpretation, making the light luxury and business sense of the product more prominent.

Peach rhyme: The bottle type of the product takes the section of kiwi fruit as the visual main body of the picture. The green color is like jade, and the application of aluminum plastic materials can better interpret the texture effect of gold inlaid with jade. The simple and powerful radiation design of the bottle shows the implicit and strong temperament of the product. As always, it restores the shape of kiwi fruit and enlarges the product itself.