作品名称 I 星享家·云南高原油菜花蜜
品牌持有 I 芸灵实业
设计机构 I 彭狮包装设计工作室
设计总监 I 彭伟
产品开发 I 邢雯
项目管理 I 解云
这是一款产自中国云南·罗平的勺装蜂蜜，属于乡村振兴的包装设计。其背景故事，讲述了每到春季，我国的西南部的罗平就会呈现大片的明黄色，数百万株油菜花开放。这些花产出的油约占全球菜籽油总量的20%。每年这个时候，养蜂人为了采到香醇的蜂蜜。从各地蜂拥而至，赶在花期来到罗平。罗平油菜花海作为全国花开最早、全国最大的蜜蜂春繁基地，年产原蜜2000多吨。
This is a spoon filled honey produced in Luoping, Yunnan, China, which belongs to the packaging design of rural revitalization. The background story tells the story of every spring in Luoping, southwestern China, where a large area of bright yellow flowers bloom and millions of cauliflower plants bloom. These flowers produce about 20% of the total global rapeseed oil. At this time of year, beekeepers gather fragrant honey. From all over the country, they flocked to Luoping in time for the flowering season. Luoping Rape Flower Sea, as the earliest blooming and largest bee spring breeding base in China, produces over 2000 tons of raw honey annually.
设计以明亮的蜂蜜琥珀橙色作为基底，这一色彩视觉语言体现：自然熟成蜂蜜之纯净，高品质为产品之本，提销带货为乡村振兴本源。第一感是吸引消费者的重要印象，特别绘制的贪吃憨厚的懒熊，为高原油菜花蜜的“高亲和”凸显情绪价值。罗平被誉为是“世界上最大的天然花园”，其地理价值已被消费者认同，接下来就是如何突破心理层面产生下单需求，其背景加入蜂巢底纹，进一步凸显其身份，金色流下蜂蜜滴液，在视觉上产生“营养美味”的心理暗示。在包装结构上设计可撕开的封条，便于开启与封存。
The design is based on a bright honey amber orange color, which visually reflects the purity of naturally matured honey. High quality is the foundation of the product, and sales promotion is the source of rural revitalization. The first impression is to attract consumers, with the specially drawn gluttonous and honest lazy bear highlighting the emotional value of the "high affinity" of plateau rapeseed nectar. Luoping is known as the "largest natural garden in the world", and its geographical value has been recognized by consumers. The next step is to break through the psychological level and generate an order demand. The background adds a honeycomb pattern to further highlight its identity, and the golden honey droplets flow down, giving rise to a psychological hint of "nutritional and delicious" visually. Design a tearable seal on the packaging structure for easy opening and storage.
在品牌背书维度，加入了云南·罗平地理文字标识，附和“高品质”的品牌印象。整体包装紧密联系蜂蜜的配色与设计手法，赋予包装“高品质”的精致感，为消费者提供了高情绪价值。整体设计素雅简单而传达高效，为消费者选购提供了清晰的选购逻辑，也为品牌印象的传达奠定了良好的基础。
In the dimension of brand endorsement, Yunnan Luoping geographical text logo has been added, echoing the brand impression of "high quality". The overall packaging is closely related to the color scheme and design techniques of honey, giving the packaging a sense of "high quality" delicacy and providing consumers with high emotional value. The overall design is elegant, simple, and efficient in conveying, providing consumers with clear purchasing logic and laying a good foundation for conveying brand impressions.
