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顶尖包装编辑 id:djbz100 来源：网络、微博在大众的传统印象中酒类包装往往带有老干部般的稳重风格似乎一直与年轻消费者保持“距离”而要说最懂年轻人心意的除了微醺浪漫的RIO鸡尾酒致力于打造传统赋新高粱酒的江小白也凭借简单、纯粹的理念收获了许多年轻一代的喜爱和追捧以往我们熟悉的江小白都是以故事瓶的形式呈现有趣的文案进而激发与消费者的情感共鸣不过在果酒逐渐兴起的市场背景下江小白也顺势定位新方向以“高粱酒+果味”的巧妙结合推出果立方系列再次给大众带来不一样的惊喜一起来看下↓↓↓江小白果立方新春限定款▼这款水果味的高粱酒系列包装依旧呈现年轻、时尚的设计风格并根据水果外观属性分别选用对应的暖色调渲染直观激发消费者对产品的味觉联想不同的是这次的果味酒包装“不讲故事”了而是选择时尚的插画设计直观展现年轻人的宅生活和Z时代文化另一个版本的果味酒系列则在酒标上突出各类水果的实物图便于消费者进行口味区分还有玩谐音梗的“网红款”果味酒色彩斑斓而抽象的插画上辅有耿直趣味的文案祝福语符合当下年轻一代的审美喜好和需求产品实拍▽江小白×SEVENBUS联名快闪▼除了果味版的新春限定江小白还与新晋奶茶品牌SEVENBUS联合打造了一款春节限定礼盒不妨尝尝奶茶味的江小白？整体暖橘色调的礼盒封面没有过多的装饰元素而是选择简单的手绘勾勒品牌形象搭配金色烫印字体使得画面层次感丰富而不显赘余江小白瓶身标签贴以彩色手绘延续一致的插画视觉奶茶杯与酒本身的碰撞巧妙地表明了品牌联名主题另一个版本的“以茶会酒”系列则是熟悉的故事文案风格增强消费者与产品间的趣味互动当然，在年轻化风格上江小白一直探索不一样的表达形式以此拉近与消费者的距离↓↓↓比如此前与饿了么共同推出的“爷青回”就很好地开启了玩梗模式延续故事瓶风格的牛年款包装以夸诞的插画风格描绘了男、女两类的打工人状态旨在给予年轻人加油和鼓励有意思的是江小白不只是“独自狂欢”前段时间还和古田路举办了创意大赛其中许多获奖的优秀作品年轻化元素的运用更显脑洞大开↓↓↓江小白果立方via：小威同学 江小白果立方系列包装设计 via：胡豐琿 果立方 微醺 via：张绍飞 江小白果立方系列via：荣荣怪一开始，江小白凭借直击用户痛点的文案故事以及品牌营销在酒类市场中迅速站稳脚跟开启了“老味新尝”的年轻潮流化定位直至今天始终坚持年轻、纯粹的江小白再次捕捉到年轻人喜爱果酒的消费趋势不仅在包装上更加符合年轻人的个性化审美品质优先的果味酒也建立了一种新颖的饮酒文化当然果酒的后续发展还有待观望江小白这次的全新尝试能否再次激发消费者的饮酒情怀进而打动用户并收获青睐我们不妨期待下~
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告别大红大黄色的白酒包
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告别大红大黄色的白酒包
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