这组包装设计，最大的亮点是字

很久没发过作品了，去年从广州搬到上海，我们有半年的时间在尝试产品开发和包装设计，有了一段包装设计的初体验，从产品策划，供应链对接沟通，包装设计，最后到工厂制作落地全链条跟进学习，由于经验不足，过程遇到蛮多困难，但也学到了非常多，了解到做产品包装和做品牌设计时遇到的问题维度大有不同，但创造的乐趣是相同的，今天整理把一部分出来分享给你们。

桂满陇的品牌文化核心为“不负江南三千年”，所以我们把江南这片土地上三千年来发生的事重现了一遍，绘成了《千里江南图》。我们从江南图中提取了最具代表性的园林来体现这款产品，而且我们选择了用窗户作为主体来体现园林景观，用一窗一景的方式呈现出了江南最具特色的园林景观。包装盒的四个面拼接成的完整画面，也是对江南园林的完整展开。

The core of KWEI MUN LUNG brand culture is reserving the shining parts in three thousand years history of Jiangnan . So we retell the story of this land during the past years, which forms the 《QianLiJiangNanTu》. We selected the representative part of it, the Garden art of JianNan, to show the products. Meanwhile, the window is chosen to be subject,which can show the special characteristics of JianNan Garden . That’s one window, one different outlook . The four sides of the production box show a complete scenery of 《QianLiJiangNanTu》.

△《千里江南图》点击查看大图

△《千里江南图》局部

项目: 桂花冰酿包装视觉设计

策略&文案：Mona

设计总监：陈允信

设计师: 徐程恺，林伟淳，梁健和，蒋晟焘

气泡米酒是一款咬金新研发的产品，保留了糯米酒的香甜，同时加入气泡后拥有了碳酸饮料的清爽口感。所以我们在设计时希望消费者能抛下对米酒传统的认知，于是采用了啤酒的方式设计了这款米酒，并且用醒目的中文强调了这款产品最大的卖点和特色就是“气”。而我们之所以用中文繁体的“氣”，正是因为它就是米字与气字结合的。

Sparkling rice wine is a new product created by Yaojin, which is a rice wine with bubbles. The new wine not only keeps the special sweet taste of rice wine,but adds the fresh flavor of cola. We hope to redefine the taste of rice wine and let customers forget the traditional impression. So we use the same way of producing beer to design it. Qi is emphasized as it is the most important taste of this product, and the traditional Chinese character of Qi also includes the Mi, which means rice in Chinese character.

项目: 气泡米酒产品策划&包装设计

产品策划：Mona&陈允信

设计总监：陈允信

设计师: 徐程恺

咬金作为主打唐朝文化的品牌，将众多古代果酒用现代手法进行了重现，而为了更好的凸显唐朝文化，我们把果酒不同的口感进行拟人化，以唐朝侍女为蓝本，运用波普手法pop art将其进行了现代化演绎，就诞生了这个“水果唐妞”系列。同时瓶身经过特殊电镀上色，将波普的颜色融入瓶身，使整体更加统一。

Yaojin, as the major cultural brand of Tang Dynasty, reproduces many ancient fruit wines to display the splendid Tang Dynasty Culture. The tastes of the wine are personified, such as girls of Tang Dynasty which is modernized by the way of Pop Art, then the entire Fruit Tang Girls series. The bottle of the wine is colored by special electroplating which can integrate the Pop Art with the bottle.

项目: 水果唐妞系列产品策划&包装设计

产品策划&文案：Mona，陈允信

设计总监：陈允信

设计师: 梁健和

插画师：Mona

葡萄美酒的灵感创意来自唐诗“葡萄美酒夜光杯”，而品牌咬金的核心理念是盛唐文化，所以我们在瓶身和酒杯采用了电镀和烤漆工艺，呈现出了一种独一无二的镭射炫彩效果，充满了未来神秘感，瓶身上丰腴的唐风美人，半透明炫彩酒杯折射的夜光，让消费者瞬间从现代穿越到2049的赛博世界。

The idea of Yaojin Red Wine comes from a famous poem written by Libai,a Tang Dynasty poet, which describes the wine in a luminous cup and in Chinese people’s eyes that must be precious wine. The core value of Yaojin Brand is the prosperous Tang Dynasty culture. Therefore we use electroplating and painting to make a colorful laser reflection on the bottles and cups. It fulfills mystery when you are influenced by the plump beauty from Tang Dynasty and the lights reflected by translucent but colored wine cup,and they will bring you to Cyberspace in 2049.

项目: 葡萄美酒产品策划&包装设计

产品策划&文案：Mona，恒尘

设计总监：陈允信

设计师: 林伟淳，尤佳，梁健和，徐程恺

咬金是一个充满国潮风的唐风酒馆，为了凸显品牌国潮和唐风内核，我们采用霓虹灯这种赛博朋克的方式，去重新演绎了汉字，在不同的系列颜色和汉字背后隐藏的唐朝建筑群里，呈现出一种赛博中国的感觉，进一步为消费者植入了品牌形象。

Yaojin is a Tang Dynasty pub of Chinese style. We use neon to decorate Chinese character, and the architecture from Tang Dynasty are equipped with blindingly different colors in a cyber way. The entire pub shows the Cyber China which can influence customers as soon as possible.

项目: 咬金精酿产品策划&包装设计

产品策划&文案：Mona

设计总监：陈允信

设计师: 林伟淳

虫二源自中国古代典故，意思是风月无边，这也是品牌方虫二酒肆的文化核心。而这款产品是中国清酒，所以我们将中国文化中清风明月的风雅感觉视觉化，在将风月二字中的虫二进行烫金处理，将风月和虫二进行了巧妙的拆分组合致敬典故。同时使用的字体和颜色也在力求达到这个感觉，让消费在使用产品时也能够更加深入的了解品牌文化。

Chonger is pub brand, and its cultural core is Fengyue, a situation from Chinese classics, and it means a charming night with graceful ladies and gentlemen enjoying poems and wines, companied by soft wind and beautiful moonlight. The product is Chinese sake, which can build a virtual scene for customers to feel Fengyue. We salute to Chinese Classics by printing the gold blocking of Fengyue and Chonger in a new arrangement, whose fonts and colors are also designed on purpose to impress customers to seek for further culture from the brand.

项目: 风月酒产品包装视觉设计

文案：Mona

设计师：陈允信

这款产品我们以中文字“桂”为重点，围绕着它进行细致描绘，我们将中国传统文化中的江南景观和字体进行结合。从“桂”字围绕的假山、桂花树、小桥流水中，让消费从这些江南特有的视觉元素中，感知到品牌的文化内核。

We focus on the description of Gui of Chinese character, and Jiangnan Garden of traditional Chinese culture is combined with the font. The Gui is surrounded with garden rocks, osmanthus trees and bridges with flowing water, which are all symbols of Jiangnan. Customers can be immersed in Chinese culture from these elements.

项目: 桂花精酿产品策划&包装设计

策划&文案：Mona

设计总监：陈允信

设计师：梁健和

酡颜是指酒后脸颊微醺泛红的颜色，它艳而不俗，是自带高级感的中国传统色彩。生生不息跃龙门作为桂满陇北京三里屯的主题店，90后年轻艺术家陈粉丸为其打造了一个艺术装置，一条盘跃而上的银龙，我们用镂空剪纸的方式融入到包装盒当中，将每一片鳞片都设计成立体效果，让消费者感受到更强烈的品牌互动感。

Tuoyan color is a status of face as little drunk. The color looks sexy but still demure, and it is an elegant traditional Chinese color. “Endless leaping dragon's gate” is the theme and it was designed concretely by Chen Fenwan, a young artist, as a silvery Chinese dragon flying on the decorating box. The dragon is made by paper cutting, and every piece of its scale is vivid, which even brings customers into the fairy world created by our products.

项目: 酡颜月饼包装设计

设计总监：陈允信

设计师：梁健和，林伟淳

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