【膏方系列】王老吉膏方包装设计

项目丨PROJECT

王老吉膏方/2020.12

服务丨SERVICE

品牌视觉/产品包装

设计/DESIGNERS:

SUPER 黄

项目背景

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膏方历史悠久，起于汉唐，在《黄帝内经》中就有关于膏剂的记载；中国拥有上千年的健康养生文化和中医中药历史，随着我国进入老龄阶段、居民消费水平，购买能力的不断提升、人们的保健意识逐渐转变。中国正在掀起新一轮的健康养生热潮，从专业的医药产品到传统的滋补保健品、营养产品，正在不断丰富着这个市场。

包装上采用古典手绘风格，古典字体加强品牌文化，给人带来产品历史悠久的情感。色调优雅采用同类色让消费者对产品有一定的安全性拉近与消费者之间的好感。不同膏方采用统一IP，增加品牌调性，添加鲜明的点缀色，具有独特的视觉冲击力。

The ointment has a long history, starting in the Han and Tang dynasties, and there is a record of ointment in the "Huangdi Neijing";

The packaging adopts classical hand-painted style, and classical fonts strengthen the brand culture and give people the emotion of the product with a long history. The elegant color tones and the use of similar colors allow consumers to have a certain degree of safety in the product and draw a good impression between consumers. Different paste recipes use a unified IP, increase brand tonality, add bright embellishment colors, and have a unique visual impact.

PS:英文机翻，错误莫怪~~(╯﹏╰)~~