乐虎 × 研一 | 场景化诠释能量爆发力

作为保健食品和饮料这两大行业的细分市场，功能性饮料是随着人们生活水平的迅速提高而快速发展的新兴行业之一。报告显示，近年来中国饮料大类的创新活跃度已经超过了全球平均水平，并且饮料功能化的发展趋势尤为显著。

日益激烈的市场竞争中，除了内容不断革新升级，为了更好吸引到年轻消费者的关注，品牌们在产品包装层面亦持续发力。就目前而言，国内大多功能饮料的包装仍以力量感塑造为首要法则，以大篇幅的高饱和用色，或具爆发感的元素及粗线条字体，营造强烈、饱满，具冲击力的冲刺氛围。然而千篇一律的设计风格，已悄然露出弊端，包装同质化的现象使消费者逐步陷入审美疲劳。

既然单一的力量氛围感塑造已很难引起消费者的共鸣，我们便从细节入手，以更具体的形式呈现出产品缓解疲劳，激发能量的特点。选择篮球、足球等颇受年轻人偏爱的流行运动作为插画场景，通过一气呵成的动作描绘，直观呈现出产品所带来的能量爆发力，借而调动起消费者对自身运动好状态的美好联想。

As a market segment of the two major industries of health food and beverage, functional drinks are one of the emerging industries that rapidly develop with the rapid improvement of people's living standards. The report shows that in recent years, the innovation activity of Chinese beverage categories has exceeded the global average, and the development trend of beverage function is particularly significant.

In the increasingly fierce market competition, in addition to the continuous innovation and upgrading of content. In order to better attract the attention of young consumers, brands have also continued to work at the product packaging level. At present, the packaging of most functional beverages in China still uses a sense of power as the primary rule. It uses a large -scale high -saturated color, or a burst element and coarse line fonts to create a strong, full, impact sprint atmosphere atmosphere. Essence However, the same design style has quietly revealed disadvantages, and the phenomenon of packaging homogeneity has made consumers gradually fall into aesthetic fatigue.

Since the sense of power atmosphere of a single power has been difficult to resonate with consumers, we start with the details and present the characteristics of product relief and energy in a more specific form. Choosing basketball and football, which are well -favored by young people, are popular as illustration scenes. Through the depiction of movements in one go, they intuitively present the energy explosiveness brought by the product, and mobilize consumers' beautiful associations for their own good state.

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客户 Client | 达利食品集团

品牌 Brand | 乐虎

项目 Project | 氨基酸维生素功能饮料包装设计