摘要
目的分析“水井坊”酒包装设计中不同产品线的包装设计,明晰包装对品牌成长的关键助攻作用,为其他品牌探索差异化发展道路以及提供独特的包装创意方法借鉴。方法从“水井坊”对包装材料的革新、营销理念的传递以及跨界思维的联动等方面展开研究,多角度分析包装设计对品牌价值提升的建构路径。结果“水井坊”酒包装设计在水晶瓶的应用以及传统文化的彰显中,成功树立了其在白酒行业的典范形象,使得材料与工艺的革新引领了设计新潮流,包装的科学定位强化了品牌营销理念,借助跨界联动有效提升了品牌价值。结论水井坊虽在白酒发展的黄金十年内有过一段迷失,但在整个行业回暖后,着力打造井台、典藏、臻酿八号等高端核心大单品,通过独有的“井台”符号等相关元素包装设计,并与非物质文化遗产、体育盛会以及其他高端品牌进行跨界联动与融会,取得了巨大的商业成功,可为其他品牌提供参考与借鉴。
The work aims to analyze the packaging design of different product lines in the liquor packaging design of"Swellfun",to clarify the key role of packaging for brand growth and provide guideline for other brands to explore the differentiation path and to provide unique packaging creativity.The innovation of packaging materials,the transmission of marketing concepts and the linkage of cross-border thinking of"Swellfun"were studied and the construction path of packaging design for brand value promotion was analyzed from multiple perspectives.In the application of crystal bottles and the manifestation of traditional culture,the packaging design of"Swellfun"liquor successfully established its exemplary image in the liquor industry.The innovation of materials and processes led a new trend in design.The scientific positioning of the packaging strengthened the brand's marketing concept,and the cross-border collaboration effectively enhanced the brand value.In conclusion,although Swellfun lost its way during the golden decade of liquor development,after the industry rebounded,it focused on creating high-end core single products such as Jingtai,Collection,Zhenbrew No.8,and made great achievements in commercialization and integration through the unique"Jingtai"symbol and other related elements of packaging design,as well as cross-border linkages and integration with intangible cultural heritages,sports events and other high-end brands,which can provide reference and for other brands.
作者
刘文良
张启明
李丽
LIU Wenliang;ZHANG Qiming;LI Li(College of Packaging Design and Art,Hunan University of Technology,Hunan Zhuzhou 412007,China;Hunan SANY Polytechnic College,Changsha 410100,China;Hunan Province Packaging Design Art Research Base,Hunan Zhuzhou 412007,China)
出处
《包装工程》
北大核心
2026年第6期466-475,共10页
Packaging Engineering
基金
湖南省社会科学基金重点项目(24ZDB043)。
关键词
水井坊
白酒品牌
包装设计
Swellfun
liquor brand
packaging design
