Type of applicant company
设计机构
Country
中国
Company Website
无
Images
Brand of the Product
Pacho Winery
Designer Name
Creative Director: Zhang Yanhui Creative Director: Xia Ling Designer: ChenLianFang\XuYanLian Technical director: Zhou Xiaoli
Position of Designer
Creative Director: Zhang Yanhui Creative Director: Xia Ling Designer: ChenLianFang\XuYanLian Technical director: Zhou Xiaoli
Target Consumer
25 to 45 years old, middle- and high-income wine consumer group (business, government reception)
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 酒庄，专卖店，特通渠道、企业定制
Positioning
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
As the highest altitude region in the world, Tibet, China, has a good natural environment and unique history and culture. However, the high-altitude climate and insufficient technical resources hinder local ecological agriculture.After ten years of hard work, the brand's founding team finally built an ecological agricultural winery - "Pazhu Winery" that integrates grape planting, tourism and wine making.As the first high-end ice wine launched by the winery, we hope that the packaging design of the product can reflect the local characteristic culture, ecological environment and good quality.The shape and color of the outer box are combined with the appearance of the most famous local palace, revealing the three-dimensional outline of the snow-capped mountains, echoing the number 3716 representing the altitude. When the product is taken out upwards, it creates an interesting interaction of going upwards and beyond the mountains.The bottle cap adopts the color of the colorful prayer flags in Tibetan areas, and the bottle label adopts the auspicious and beautiful animal images and grape decorative patterns in Tibetan areas, which reflects the regional cultural characteristics of the product and is highly identifiable and unique!
Highlights
The shape of the outer box adopts the architectural form of the Tibetan palace, which intuitively reflects the cultural characteristics of Tibet and is highly identifiable.Open the outer box to reveal the three-dimensional outline of the snow mountain and take the product upwards, creating an interesting interaction that goes upwards and beyond the mountains.The bottle cap adopts the colors of colorful prayer flags in Tibetan areas, which intuitively reflects the regional cultural characteristics of the product and is highly identifiable and unique.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
纸质 Paper
Craft
The bottle label uses 9-color UV printing technology made of PET material, showing the unique local culture.The gift box combines the shape, decorative patterns and colors of local architecture, and is made of white pure cotton paper to complement the snow-capped mountains. The mountains are made of pearlescent white technology to present the shape of the mountains, and the Tibetan patterns in the details are presented using hot stamping technology.Open the outer box and you will see the special-shaped mountains surrounding the four sides, using three-dimensional relief technology. The yellow wine body matches the white snow-capped mountains, which is very eye-catching.
Does the design solve the problems that are common across the product category? If so, please explain.
Domestic ice wine started relatively late, so most products are presented according to foreign design styles, lacking the uniqueness and differentiation of their own products.In addition, as a wine category, we attach great importance to the ecological environment of the place of origin, so this ice wine from Xizang wineries truly reflects the cultural characteristics and ecological environment of this product in the product packaging, and forms significant identification and differentiation, and establishes a strong visual memory in the minds of consumers!
What functional designs of the work have enhanced the user experience?
The outer box adopts a trapezoidal structure, which can maintain the stability and safety of The outer box adopts a trapezoidal structure, which is very unique and can maintain the stability and safety of product placement. After opening, reveal the high mountain shape surrounding it, pick up the bottle to experience the action of crossing the high mountain, interact with consumers, and imply the product characteristics of ultra-high altitude!
Did the design help increase the sales performance of the product? If so, please give related evidence.
The outer packaging design of this product can immediately reflect the local ethnic characteristics and sense of quality. The display effect is very prominent and eye-catching, and it can establish a strong recognition and cultural and emotional connection in the minds of consumers, greatly enhancing their purchasing motivation and promoting sales growth!
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
As the currently highest priced product of the brand, from a commercial perspective, it is necessary to establish the recognition, specificity, and quality of the packaging design. Therefore, the design of this packaging combines local architectural forms and cultural elements to establish core visual assets, naturally generating sustainable value.In terms of environmental protection, the shape of the outer box has local characteristics and cultural attributes, so it can be reused as a storage box or decorative ornament!