今露酸梅汤，好喝不上头！

今露酸梅汤是江苏天果生物科技有限公司旗下的一款产品，该企业主要经营水果饮料类目的产品。此次项目为包装升级，主要解决之前产品调性的溢价力不足的问题，目前该产品中瓶的零售价在15元/瓶，在同类竞品中算是较高的价位。所以如何解决产品在消费者心里的价值匹配度问题是一个重点。在调研了众多竞品之后发现同行大多数都是以深色底为主色调。导致竞品的同质化严重。所以我们选择了白色作为底色，因为汤汁为重颜色，所以白底色既能和竞品拉开差异化，也不会显得整体太压抑。

我们把主画面的图案做成一杯冰冰凉凉的酸梅汤饮品，里面含有乌梅，山楂，甘草，桂花等配料食材，加上一些冰块的点缀，配上一杯满满的酸梅汁，给消费者带来的是最直接的食欲感和解渴感，激发消费者购买欲望。插画方面采用水彩画风的感觉，让图案更加的接近于原生态，大健康的感觉，同时会有一种写意的洒脱感不会太拘谨设计风格上采用比较日式的感觉，字体采用日式书法字风，更好的贴合饮品的属性感。

Jinlu Plum Soup is a product of Jiangsu Tianguo Biotechnology Co., LTD.The enterprise mainly engaged in fruit beverage category products.This project is to upgrade the packaging, which mainly solves the problem of insufficient tonality premium of the previous product.At present, the retail price of this product is 15 yuan per bottle, which is a relatively high price among similar competitive products.Therefore, how to solve the value matching degree problem in consumers' mind is a key point.

After investigating many competitive products found that most of the peers are based on dark bottom tone.Leading to serious homogenization of competing products.So we chose white as the base color, because the soup is a heavy color,So the white background color can not only differentiate and competitive products, but also will not be the whole too depressed.

We made the main picture into a cup of ice-cold plum soup drink, which contains dark plum, hawthorn, licorice, osmanthus and other ingredients.Garnish with some ice, serve with a cup full of plum soup,What it brings to consumers is the most direct sense of appetite and thirst, which stimulates consumers' desire to buy.