这是一个无美不商业的颜值经济时代，

洞悉未来审美，以现代美学焕新传统范式，

是冲破设计藩篱的创新路径。

This is an age of "no beauty, no business",

so understanding people's appreciation of beauty in the future and refreshing the traditional style with modern aesthetics,

is an innovative path to break design barriers.

瑞那，把简单与美留给消费者！

少年有成，瑞不可挡！

RENA bring simplicity and beauty to consumers！

Young and unstoppable！ 

    

项目背景

Project Background

在快消品爆发式增长的时代，国民的审美也在慢慢觉醒。然而许多红酒包装却仍然停留在“城堡风格”的贴标形式，丢失了差异化与本土文化，形成同质化严重的舶来品形象，引发消费者选择困难的痛点。

张裕作为中国红酒界的元老，需要做的就是不断革新突破，引领行业发展。打破红酒一贯的传统印记，摆脱审美疲劳，直击消费痛点——「瑞那®城堡酒庄」应运而生。

In the era of explosive growth of fast moving consumer goods, people's perception of beauty is also slowly awakening. However, many red wine packaging still adopts the "chateau style" labeling, without considering the differentiation and local culture, thereby leading to an image of exotic goods with serious homogenization, so customers feel difficult to choose.

As a leading enterprise in China's wine industry, CHANGYU needs to keep making innovation to lead the development of the industry. CHANGYU RENA® CHATEAU rises to break the traditional impression of red wine, get rid of the aesthetic fatigue, and solve customer problems.

    

设计理念

Design idea

用现代的视觉语言重塑东方红酒文化美学，独具革新性、品牌属性、传播性及延展性。

张裕·瑞那洞察消费者选择困难的痛点，主张“简单交给消费者，复杂留给自己”的品牌理念，以最自然、简约的方式捕捉能够正确表达信息的符号图像，呈现具有极简风格和革新性的包装设计。

Use modern visual language to reshape the beauty of the Eastern red wine culture, which is a unique innovation, and endows the brand with special attributes, communicability and elasticity.

Having identified customers' problem - difficulty in choosing among products, CHANGYU RENA advocates the brand concept of "simplicity to consumers, and complexity to itself", so that it selects the symbols and images that can correctly express information in the most natural and simple way to provide an innovative packaging design with the minimalist style.

     

视觉概念

Visual concept

强化品牌视觉印记，给消费者留下过目难忘的深刻印象。

以“交融共生”的设计理念为核心，激活品牌价值以及差异化竞争，用物理层面和美学层面表达输出品牌总资产，提炼出共有的视觉符号。

Strengthen the visual image of the brand, making a deep impression on consumers.

Based on the design idea of "blending and co-existence", the packaging activates the brand value and differentiated competition, expresses the total brand assets at the physical level and aesthetic aspect, and extracts common visual symbols.

瓶身以最为直观的、最具生命力的曲线凸显品牌的个性化与品质感，创造多重交融共生的空间，同时突出品牌的卖点“20种橡木桶混酿，更平衡的葡萄酒”，实现跨层次的交融共生。

The bottle body highlights the brand's sense of individuality and quality with the most intuitive and vital curve, which creates a space with multi-spaces blending and coexisting, highlights the brand's selling point of "a more balanced wine that blends 20 kinds of grapes in the oak barrel" and achieves cross-level blending and co-existence.

R888 铂金 

橡木桶陈酿16个月以上。浓郁复杂，具有典型的黑莓、黑樱桃等黑色浆果香气，果香与橡木桶带来的巧克力、甘草、焙烤、焦糖等陈酿香完美融合。单宁紧致有力，富层次感，酒体更加醇厚平衡，具有典型的品种陈年特性。

Aged in oak barrels for over 16 months. It is full-flavored, with aromas of typical black berries such as blackberry and black cherry, and a perfect integration of the fruit aroma with the aging aroma brought by the oak barrel such as chocolate, licorice, baking and caramel. Tannins are firm and powerful, with different layers. The wine is more full-bodied and balanced, with typical varietal aging characteristics.

    

橡木桶陈酿14个月以上。优雅细腻，具有典型的黑莓、樱桃、巧克力、焦糖等香气，果香充足，橡木香浓郁，两者平衡协调。单宁紧致有力，口感醇厚，酒体圆润饱满，余味愉悦悠长。

R588 Bronze orange

Aged in oak barrels for over 14 months. It is elegant and delicate, with typical aromas of blackberry, cherry, chocolate and caramel and strong oak aromas, two of which are well balanced. Tannins are firm and powerful. The wine tastes round and full-bodied, leaving an agreeable aftertaste.

     

R388 Green

橡木桶陈酿12个月以上。带有浓郁的黑莓、樱桃等黑色浆果的香气以及胡椒、巧克力、焦糖等香气。单宁紧致有力，酒体圆润平衡。

Aged in oak barrels for 12 months or more. It has the aromas of typical black berries such as blackberry and cherry, and the fragrance of pepper, chocolate, and caramel. Tannins are firm and powerful, and the wine is round and balanced.

   

打破对葡萄酒惯性认知，用流畅的线条设计带来葡萄酒的时尚感，打破传统藩篱，以“简而美”树立未来葡萄酒设计新范式，呈现个性鲜明的品牌第一印象。甲古文创意携张裕瑞那城堡酒庄迈向葡萄酒设计新未来。

This packaging breaks the stereotypes of wine and brings a sense of fashion to wine with smooth line design. It also breaks the traditional barriers of design, sets up a new style of future wine design with "simple and beautiful", and presents the first impression of distinctive personality. Oracle Creative Design together with CHANGYU RENA® CHATEAU marches towards a new future in wine design.