哈气® 苏打气泡水
Haqi® Flavored soda sparkling water
哈气®品牌方于2022年5月找到我们，在其品牌及产品完全空白的情况下希望我们团队为其打造一款较高端的系列无糖气泡水，并于9月开始陆续投放至一线城市及省会城市的便利店。
设计的难点我们分析为品牌方所需求的“高端感”。产品的包材为现成的铝制易拉罐，容量也为最常见的330毫升，但其定价将会是6-8元/罐（同样规格的无糖可口可乐等产品大约为3元/罐）。能让产品产生高端感的途径只有通过视觉设计了。如何能让消费者在货架上看到这款饮料，通过包装设计就能大致判断其价格略高，并且让消费者通过包装设计就能感受到其较高定价背后所对应的品质，这将会是整次设计的难点。
我们分析了市面上同等规格的几款主流饮料，这些极大概率也会是未来要和哈气陈列在一起的产品。我们发现它们的几个共同特点，一是用色颜色鲜艳但单一，二是画面较简单。“颜色鲜艳但单一”主要是由于市面上的常见品牌大多已经有其品牌色，且这些品牌色已经在消费者心中耳熟能详，为了达到更高的宣传效率，品牌方都会尽可能的在产品包装上放大这些品牌色；二是由于在生产环节，较少的用色可以节约印刷环节的成本。而第二点“画面简单”大多和第一点的原因类似。
我们决定从两方面塑造产品的“高端感”：“矜持且大胆的用色”，“精致且直观的画面”。
Haqi® found us in May 2022 and hoped that our team would create a higher-end series of sugar-free sparkling water for them under the condition that their brand and products were completely blank, which will be launched in the convenience stores in first-tier cities and provincial capitals in September.
The difficulty of design was analyzed as the "high-end sense" demanded by client. The packaging material of Haqi® is ready-made aluminum cans, and the capacity is also the most common 330 ml, but the price will be 6-8 yuan per can (the same specifications of sugar-free Coca-Cola and other brands are about 3 yuan per can). The only way to make Haqi® feel high-end is through its visual design. By seeing the packaging design, how to let consumers can roughly judge that its price is higher, and let consumers feel the corresponding quality behind the higher price, will be the core of the whole design.
We have analyzed several mainstream beverages of the same specifications on the market, and there is a high probability of being displayed together with Haqi® on the shelves in the future. We found that they have several common characteristics, one is that the colors are bright but single, and the other is that the design is relatively simple. "Bright colors but single" is mainly because most of the common brands on the market already have their own brand colors, and these brand colors are already familiar to consumers. In order to achieve higher publicity efficiency, brands will try to enlarge these brand colors on the product packaging as much as possible; the second is that in the production process, less color use can save the cost of the printing process. The reason of the second point, "simple picture", is mostly similar to the ones of first point.
We decided to achieve the "high-end feeling" of the product from two aspects: " restrained and bold use of color" and "refined and intuitive picture".
矜持且大胆的用色
Restrained and bold use of color
我们为产品设计了极其简约的品牌色，即“白底黑字”。白底黑字的视觉冲击是最强烈的，视觉感受也是最确定的，同时更是同类品中少有的。白底黑字的视觉多见于酒类等其他单价较高的品类中，在饮料品类中确实不多见。我们尝试用“白底黑字”来为产品赋予一种“高端”的视觉感受。同时黑白的主体色可以抽象的表现“无糖”这一产品特点。
We have designed a very simple brand color for the product, which is "black on white". The visual impact of black elements on a white background is the strongest, the visual experience is also the most certain, and it is rare among similar products. The vision of black characters on a white background is more common in other categories with higher unit prices such as alcohol, but it is indeed rare in the beverage category. We try to use "black on white " to give the product a "high-end" visual experience. At the same time, the main color of black and white can abstractly express the product feature of "sugar-free".
精致且直观的画面
Refined and intuitive picture
但对于果味饮料来说，颜色依旧不是不可少的。我们将所有的颜色都留给了对应不同口味的画面。用矢量图形的风格绘制了插画，来表现不同口味。矢量绘图不会有手绘插画的笔触等肌理，画面会更加干练，同时也可概括地表现所描绘物体的细节，更适合快消品类产品包装的应用。每幅插画的颜色饱满，细节精致，概括且丰富直观。和排版、LOGO等“白底黑字”部分叠加使用，更呈现出了极具辨识度的产品风格。
However for fruity drinks, color is still not indispensable. We made the pictures corresponding to different tastes as colorful as possible. Illustrations are drawn in the style of vector graphics to illustrate different tastes. Vector drawing will not have the texture of brush strokes of hand-drawn illustrations, so that Vector drawing picture will be more easy-reading, and at the same time, it can also summarize the details of the depicted objects, which is more suitable for the application of FMCG product packaging. The colors are bright, the details are exquisite, the summary is rich and intuitive. When being superimposed with the "black text on white background" parts such as typesetting and LOGO, together, they presents a highly recognizable product style.
