年轻人的潮酷养生酒
GOJI WINE
枸克酒
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品类机会 CATEGORY OPPORTUNITY
慰济那些透支年轻的焦虑
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品牌心智 BRAND MENTALITY
年轻人的潮酷养生酒
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品牌印象 BRAND IMAGE
养生朋克
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品牌沟通 BRAND COMMUNICATION
杞克一下 状态回潮
杞克，是一款以枸杞为主要成分的属于年轻人的潮酷养生酒，在这个快节奏的时代，年轻人无时无刻不在透支着宝贵的健康，而另一方面又对自己的健康产生越来越强烈的焦虑感。一款兼具养生和年轻生活态度的保健酒饮便成为我们本次创意的目标。
在中国，“枸杞”这种果实有着非常普遍而强烈的“保健”心智认知，任何添加了枸杞的食品都会产生“保健”的感知。甚至有很多年轻人会在啤酒里面放几颗枸杞来缓解饮酒时的健康焦虑。因此我们抓住了这个强烈的心智，直接塑造了这款“年轻人专属的枸杞保健酒”。
然而“保健”又是一个特别无聊和老气的概念，怎样在“年轻潮酷”和“健康保健”之间建立巧妙的连接点就变成一个非常有意思的主题，我们找到品牌形象是：“养生朋克”。
首先我们把容器的形态做了非常大胆的塑造，它更像一个酷酷的香水瓶，容量很小，并且可以上下叠放，有一种“可以喝很多瓶”的暗示。整体包装选择了“枸杞的颜色”，形成非常强烈的成分关联。在瓶子的外部我们增加了纸套，为产品在货架上的“自我表达”提供了有效载体，通过漫画形式的中国古典文化人物形象，用朋克的态度讲述“即中国又年轻”的健康饮酒理念。
Goji is a trendy health wine for young people with goji as its main content. In such a fast pace age, young people are overspending their precious health all the time while they have more and more worry about their health. A health care wine for both health care and young life attitude becomes our innovation goal.
In China, goji directs to common and strong “health care” mental cognition, any product with it will be related to health care. Some youth may even put some in their beer to relieve their health anxiety while they are drinking. Thus, we seize this strong mentality , and build this goji health wine for youth. However, health care is also a boring and old fashioned concept. Thus, how to build a smart connection between “young trendy” and “health care” becomes a very interesting theme. The brand image we find is “health care punk”.
First, we do a bold design for the container. It looks like a cool perfume bottle, with a small volume, which can be piled, which implies you can drink many bottles. The overall packing adopts the color of goji, forming strong element association. Paper wrapping is added on the outside of the bottle, providing an effective carrier for the “self -expression” of products on the shelf. Figures in Chinese classical culture in the form of cartoon And Punk's attitude are used to interpret the “Chinese and young” healthy wine drinking concept.
