Dali packaging design case display: Dali snow mountain qing liquor series (ii)

大理包装设计案例展示：大理雪山清清酒系列（二）

雪山清作为大理酒类行业的白酒品类在当地享有一定的知名度，一直以来以小玻璃杯瓶的形象出现在大理消费者的视野中。品牌定位以大众消费为主，消费群体年龄相对偏高。近年来受经济环境和互联网的影响较大，随着消费者的消费品味逐渐升级原有的品牌形象及定位已不能适应市场的需求，品牌形象的升级已迫在眉睫。设计策略上基于对市场的全面考察，既保留了部分原有的品牌元素又结合了新的定位设计创新,同时又融入了颇具大理文化风貌特点的“风、花、雪、月”以最直观的视觉展示了雪山清的品牌内涵，让消费者仅从包装上就能体会到雪山清荞酒的清冽甘醇从而以内心深处唤起人们的购买欲。

 

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.

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