可喜安 红参39液
Kexian Red Ginseng Essence Liquid
服务类别：产品包装设计
服务内容：产品品牌设计、产品包装设计
服务内容：产品品牌设计、产品包装设计
这是一款面向年轻人消费市场的便携中药滋补产品，主打活血、健脑、强心改善气色的功效。但同类产品在年轻人消费市场一直表现不佳，主要是由于其中药口感偏苦涩，更重要的是年轻人与国内中药产品之间的“消费鸿沟”。大多数年轻人的滋补观念还是很弱，虽然近年来愈来愈多的年轻人开始重视养生滋补，呈现养生消费年轻化的趋势，但由于传统中药产品缺乏品牌调性，一直保持陈旧、刻板的产品面貌，使得国内年轻人的养生滋补消费品市场常年被来自澳大利亚、欧洲、韩国等地的养生滋补产品所占据。可喜安找到我们希望我们可以帮助其提供一个可以在市场上吸引年轻人的包装设计方案。
首先我们要求这款产品的设计一定对年轻消费者具有吸引力。有同事反应了一种惯用中药人群的心态，他们通常喝中药都是在家喝完，再来上班，除了怕味道会影响其他人，更是因为怕大家误会他有什么疾病。因此这款产品上我们除了要求可以吸引年轻人外，还有两个目标：1、明确该产品是保健品而非药品的产品属性；2、让年轻人觉得喝它是一件很新潮的事情。
红参是很具有中国特色的一味中药，设计上我们不愿意向欧美设计市场看齐，决定以“中国风格”为设计核心。红参在中药中药性偏烈，这种性质让我们联想到了近年来复兴的“国潮”风格。“国潮”风格近年来被消费市场逐渐看好，应用领域从食品到服装到处可见，承载着可观的消费带动潜力，而中药产品应用国潮思路更是顺情顺理。国潮风格通常伴随着高对比度的颜色搭配，和大胆的设计语言，表达情绪十分激进、热烈，符合当代年轻人的价值及审美诉求，同时与红参的药性相吻合。
This is a nourishing product made of Chinese medicine targeting at young consumers market, which is well known for it’s functions of strengthening brain, vessels, heart. In recent years, more Chinese young people have been found the trend to be willing paying for nourishing products, however, those traditional Chinese medicine products, mostly, are lack of even basic design, always be the same and stereotype look in the favor of elder consumers. So that, the most of the best-selling ones in China young people nourishing market are form Australia, Europe, Korea, etc.
In our first concept before we started design, we define this product will must be attractive to young people. We have to make it clear that it is a nourishing product not a Chinese medicine one (most Chinese people mix them and dislike intaking “medicine” in front of their friends or colleagues). It is also crucial to make young people feel it to be fashionable to have such a product.
Red ginseng is a typical Chinese medicine, so we want the design to be typical China. Red ginseng has strong property which reminds us of a new design trend of China markets which is “Guochao (Renaissance of traditional aesthetics)”. Guochao, now, can be seen anywhere from fashion industries to snacks on shelves. Guochao as a trend of design, is seen as positive for being potential at boosting consumptions. Most Guochao products have brilliant colors and advanced design concepts, it conveys passion and enthusiastic feelings which meet the needs of todays young people and also as a characteristic meets the special medicine property of red ginseng.
客户Client / 延边可喜安生物科技有限公司
设计Design / 罗昊祯 吴佩臣
3D建模渲染Modeling and Rendering / 马景伟
图片精修Picture Editing / 马景伟 吴超
设计Design / 罗昊祯 吴佩臣
3D建模渲染Modeling and Rendering / 马景伟
图片精修Picture Editing / 马景伟 吴超
如何体现产品作为重要的功效？直接注明？这样就太像药品了。我们想到了一个很有意思可以让消费者在整个产品的消耗过程中时刻保持新鲜感的方法。我们把产品的功效分为了四类：活血、健脑、强心和改善气色。同时选择了可以隐晦表达其对应功效的成语，如心脏功能我们选了“心平气和”；活血功能我们选择了“血气方刚”等，一共十个成语，分别印刷在十只内袋上（生产成本方面得到了客户的认可），这样保证了每只都是不同的，消费者每次使用产品都带着一种新鲜感，和对功效很明确的目的性。
How to label the functions? We had a brilliant methods, which can make the consumers’ fresh feeling always last during the consuming. We categorized the functions of red ginseng into four, which are brain, vessels, heart and overall state, and metaphor them by matching each to a Chinese idiom. We selected 10 in total, and print them onto the inner bags to make each inner bag unique.
包装盒整体上我们套用了“求签”的概念，最外层的包装盒上也应用了“干了这杯参，一切都灵验”的文案；抽出内盒后，塑料卡纸上更是应用了“上上签”“有求必应”等看似无厘头但实际上符合了消费者对产品功效预期的趣味文案，整体感觉，每只红参液就像是一只上上签，还是有求必应的那种。
我们也是很细心的设计团队，为了达到最好的产品呈现，盒子采用了正方形的设计，内部10包分两层用双面胶固定在pvc卡片上。考虑到生产线上工人装盒的效率和整齐度，我们还为每一个工人设计了用亚克力板粘和成的卡槽，卡槽有5格，对准pvc卡片后，将每包扔到卡槽里就可以很整齐地排列固定好一组产品了。
整个产品配合上鲜明的配色和趣味的设计逻辑，成功塑造了这一传统产品年轻化的形象，设计合情合理并不无目的的造作，同时做到消费者过目不忘，通过视觉高效传播。
For the outer package, we applied the concept of drawing draws for good luck. In details, we make the box square, the 10 bags are pasted onto 2 pvc cards and lays in two layers inside. To make the staff of packing the package work more efficiently, we designed an acrylic thick card with 5 grids, just put the bags onto the grid acrylic card and they all go orderly.
