项目背景
更懂新消费的设计公司，甲古文创意不断探索中国未来光瓶酒的美学价值，以个性化的创意设计赋能光瓶酒年轻化发展。
金种子携手甲古文创意打造光瓶酒战略新品-头号种子光瓶酒，我们从品牌内核和目标消费群体出发，打破传统光瓶酒认知，回归消费者价值沟通，用当代的设计语境全新演绎，打造中国年轻人的光瓶潮饮计划，塑造新酒饮未来。
Background
As a design company that knows more about new consumption, OCD keeps exploring the aesthetic value of the future unpacked liquor in China and empowers the young development of unpacked liquor through personalized creative design.
Golden Seed cooperates with OCD to create the strategic new product of unpacked liquor, namely the unpacked liquor of top seed. Starting from the brand's core and target consumer group, we break the cognition of traditional unpacked liquor and return to consumers' communication values to create the trendy drink plan of unpacked liquor for the Chinese young people through brand-new performances in the modern design context, and build a new future of drinks.
打造年轻人的光瓶潮饮计划
品牌策略&设计解析
种子是生命之源，具有持续向上生长的力量，种子精神，是植根于企业的品牌DNA，头号种子是产品名，也是品牌内核的体现，可以用当代的设计语境全新演绎。
光瓶酒是一种更纯粹、真实的情绪饮料，消费群体也趋向年轻化，为了与年轻人产生更多情感联系，我们创意提出“全A选手”“白酒玩家”的概念，既是产品定位，也是消费者的身份标签：是一群不走常规路线，敢于打破边界的新生力量。
Create the trendy drink plan of unpacked liquor for the Chinese young people
Brand strategy & design analysis
Seed is the source of life, which has the power of keeping growing up. The seed spirit is the brand DNA rooted in enterprises. Top seed is the product name that embodies the brand core, which may be performed in the modern design context.
Unpacked liquor is a purer and more real emotional drink, whose consumer group tends to be younger. In order to create more emotional connections with the young people, we proposed the creative concepts like "all-A contestants" and "liquor players", which is both product positioning and consumers' identity tag: They are the new strengths that do not follow conventional routes and dare break the boundary.
从视觉美学的迭代来看，中国白酒的器型多数是圆瓶或方瓶，我们大胆突破常规“除了方就是圆”的白酒瓶型，打造头号种子专属的超级视觉锤——三角瓶器型，象征着头号种子的冒尖、稳固和锐度同时也代表了白酒玩家无惧挑战、打破边界的精神。
In terms of iteration of visual aesthetics, most of the ware shapes of the Chinese liquor are round or square bottles. We boldly break the traditional "square or round" liquor bottle and create the triangle bottle ware, which is exclusive to the super visual hammer of the top seed. It symbolizes the prominence, steadiness and acutance of the top seed and also represents liquor players' spirits of fearing no challenges and breaking boundaries.
让白酒玩起来
产品设计呈现
凡是有社交的地方少不了有酒，我们希望“头号种子”可以打破认知边界，打破饮用边界，打破场景边界，让白酒玩玩玩起来，打造中国年轻人的光瓶潮饮计划。
通过多边三角形的造型，营造一种稳定、向上的视觉触点，重复放大瓶体的三角形超级符号，以延续产品的整体视觉基调。
Play with liquor
Present product design
Where there is social contact, there must be liquor. We hope that "top seed" may break the cognitive boundary, the drinking boundary and the scene boundary. We hope to play with liquor and create the trendy drink plan of unpacked liquor of the Chinese young people.
Through the multilateral triangle, we create a steady and upward visual contact to repeatedly magnify the triangle super symbol of the bottle, thus continuing with the entire visual keynote of the products.
旗帜代表头号、代表领袖，瓶身上的视觉符号以旗帜为创意，象征头号种子的号召力。
The banner represents the top and representative leader. The visual symbol on the bottle takes the banner as creativity, which symbolizes the rallying point of the top seed.
白酒不再仅仅是“站着”，也可以是“躺着”，通过拼接将产品组合在一起，解锁更多的白酒玩法，成为新一代白酒玩家。
Liquor no longer merely "stands"; it may also "lie". We combine products through splicing and learn more playing methods of liquor, thus becoming the new-generation liquor player.
重塑新时代光瓶酒美学价值
结语
拥有强大发展潜力的高线光瓶酒为产量回落的白酒市场找到一个新的增长点，越来越多的酒企纷纷参与到千亿规模的光瓶酒市场竞争中，金种子携手甲古文创意以一瓶好酒扎根光瓶酒蓝海，打造年轻人的光瓶潮饮计划，重塑新时代光瓶酒美学价值。
Rebuild the aesthetic value of unpacked liquor in the new era
Conclusion
The high-end unpacked liquor with great development potential finds a new growth point for the liquor market with declining output. More and more liquor enterprises participate in the market competition of unpacked liquor with a scale of 100 billion yuan. Golden Seed cooperates with OCD to dive into the blue ocean of unpacked liquor through a bottle of good liquor. They aim to create the trendy drink plan of unpacked liquor for the Chinese young people and rebuild the aesthetic value of unpacked liquor in the new era.
