类别 Tags: 字体编排 Typography; 包装设计 Packaging; 插画设计 Illustration
获奖 Awards: 第八届两岸新锐设计竞赛·华灿奖全国三等奖, 2023 BICC 中英国际创意大赛全球铜奖, 2023 FA 国际前沿创新艺术设计大赛银奖等
The new crown has been rampant for three years, and people expect to get out of it and invest in a promising future. At the same time, the worries in life have been squeezed for a long time, so it is urgent to forget about them and invest in an active life. The global economy is in recession, but people pay more attention to low-carbon and environmental protection in their consumption concept and dislike excessive packaging. Combined with the background of the times, with the popular online scenic spot "Mengpo soup" as the index, the legend of Mengpo in Chinese traditional culture is extracted and transformed into tea packaging. The legend story is reflected through the packaging structure and vision. The process of concave convex, aluminum foil paper and VR label is used to help low-carbon environmental protection. Combined with the self-service experience mode of "Wuwei tea base+Bayin concentrated liquid", consumers can experience the legend of Mengpo and convey a positive attitude of forgetting troubles, starting samsara and restarting the future.
当今处于后疫情时代, 新冠疫情肆虐, 人们经历了长时间的疫情折磨, 遭遇了许多痛苦, 需要各种途径的疗愈。三年时间逝去, 疫情平稳度过, 病毒传播逐渐弱化, 疫情的阴霾即将散去, 人们开始期待疫情过后的重生, 希望所有的烦恼随风而去, 重拾生活的信心, 开启美好的未来篇章。现代人们的复杂情绪积压已久, 现实生活中有太多的烦恼和压力, 需要宣泄爆发的导火索, 生活压力大、精神世界匮乏, 积压已久的情绪无处释放也不知如何释放。
此前郑州“网红孟婆汤”, 一女子扮成孟婆现场熬制分发酸甜苦辣咸各不相同的茶汤, 引起人们争相排队, 由此成为网红景点。传说故事结合产品的形式、参与体验的模式, 迎合了当代人们的心理、感情诉求, 以及猎奇的心理需要。此外市场上出现有与孟婆汤及泪引相关的香水等产品, 也引发了人们的购买热潮。
由此, 结合传说中孟婆汤甘苦辛酸咸五种口味, 以“一滴生泪、 二钱老泪、三分苦泪、四杯悔泪、 五寸相思泪、 六盅病中泪、 七尺别离泪、八味伤心泪”为引, 设计一款自定义体验模式的茶包装。消费者可通过茶包+花茶浓缩液的方式来自定义体验茶饮, 包装数量中结合记忆规律, 工艺中采用低碳铝箔纸、透明PET, 同时采用击凸减少印刷, 加入AR标签, 实现低碳环保。视觉提取孟婆传说中的相关元素转换为图形, 将八泪对应的内涵与花的花语联系, 通过花朵图形产达更深层次的情感, 与消费者产生情感共鸣。