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。
Abstract
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.
关键词
水井坊 /
白酒品牌 /
包装设计
Key words
Swellfun /
liquor brand /
packaging design
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1] 四川全兴股份有限公司. 四川全兴股份有限公司2000年年度报告[EB/OL]. (2001-01-20)[2025-03-05]. http://www.sse.com.cn/.pdf.
Sichuan Quanxing Co., Ltd. Sichuan Quanxing Co., Ltd. Annual Report 2000[EB/OL]. (2001-01-20)[2025-03-05]. http://www.sse.com.cn/.pdf.
[2] 四川全兴股份有限公司. 四川全兴股份有限公司2001年年度报告[EB/OL]. (2002-03-19)[2025-03-05]. http://www.sse.com.cn/.pdf.
Sichuan Quanxing Co., Ltd. Sichuan Quanxing Co., Ltd. Annual Report 2001[EB/OL]. (2002-03-19)[2025-03-05]. http://www.sse.com.cn/.pdf.
[3] 四川全兴股份有限公司. 四川全兴股份有限公司2005年年度报告[EB/OL]. (2006-04-29)[2025-03-05]. http://www.sse.com.cn/.pdf.
Sichuan Quanxing Co., Ltd. Sichuan Quanxing Co., Ltd. Annual Report 2000[EB/OL]. (2006-04-29)[2025-03-05]. http://www.sse.com.cn/.pdf.
[4] 四川水井坊股份有限公司. 四川水井坊股份有限公司2013年第一季度报告[EB/OL]. (2013-04-26)[2025-03-05]. http://www.sse.com.cn/.pdf.
Sichuan SWELLFUN Co Ltd:2013 Annual Report of Sichuan SWELLFUN Co Ltd[EB/OL]. (2013-04-26)[2025-03-05].http://www.sse.com.cn/.pdf.
[5] 四川水井坊股份有限公司.四川水井坊股份有限公司2015年第一季度报告[EB/OL] (2015-04-30)[2025-03-06]. http://www.sse.com.cn/.pdf.
Sichuan SWELLFUN Co Ltd:2015 Annual Report of Sichuan SWELLFUN Co Ltd[EB/OL] (2015-04-30)[2025-03-06]. http://www.sse.com.cn/.pdf.
[6] 王莉琴. 文创视阈下的川酒品牌及川酒文化的视觉化设计[J]. 中国酿造, 2024, 43(10):283-287.
WANG L Q.Visualization Design of Sichuan Liquor Brand and Sichuan Baijiu Culture under the Threshold of Cultural and Creative Perspective[J]. China Brewing, 2024, 43(10):283-287.
[7] 刘文良, 马雪寒. 包装革命:白酒品牌升级的关键助攻——以水井坊为例[J]. 装饰, 2024(3):112-118.
LIU W L, MA X H.Packaging Revolution:Key Assistance for Baijiu Brand Upgrading—Taking SWELLFUN as an Example[J]. Art & Design, 2024(3):112-118.
[8] 黄朝伟, 沙清. 李白文化在白酒包装设计中的应用探索——以诗仙阁酒包装为例[J]. 装饰, 2021(8):126-127.
HUANG C W, SHA Q.Application Exploration of Li Bai Culture in Liquor Packaging Design:Taking Shixiange Liquor Packaging as an Example[J]. Art & Design, 2021(8):126-127.
[9] 刘文良, 马雪寒, 韩雪. 全媒体语境下传统报业转型升级亟需走出四大误区[J]. 湖南工业大学学报(社会科学版), 2023, 28(4):66-72.
LIU W L, MA X H, HAN X.Traditional Newspaper Industry Urgently Needs to Get out of the Four Misunderstandings of Transformation and Upgrading in the Omnimedia Context[J]. Journal of Hunan University of Technology (Social Science Edition), 2023, 28(4):66-72.
[10] 戴雪梅. 跨界思维在白酒包装设计中的应用[J]. 包装工程, 2018, 39(4):203-208.
DAI X M.Application of Crossover Thinking in the White Spirit Packaging Design[J]. Packaging Engineering, 2018, 39(4):203-208.
[11] 张大鲁, 叶凯婷. 跨界联名趋势下食品包装设计的互动性[J]. 食品与机械, 2021, 37(6):126-130.
ZHANG D L, YE K T.Research on the Interaction of Food Packaging Design from the Perspective of Cross-Border Integration[J]. Food and Machinery, 2021, 37(6):126-130.
[12] 李士燃, 孙宗帝, 徐兴花, 等. 中国白酒产业区域化发展特征及对策研究[J]. 中国酿造, 2024, 43(11):254-258.
LI S R, SUN Z D, XU X H, et al.Research on the Development Characteristics and Countermeasures of Chinese Baijiu Industry Regionalization[J]. China Brewing, 2024, 43(11):254-258.
[13] 张凯, 杨成立. 从图像叙事到技术叙事:包装设计叙事形态转型研究[J]. 艺术设计研究, 2023(4):107-110.
ZHANG K, YANG C L.From Image Narrative to Technical Narrative:Research on the Transformation of Narrative Form Packaging Design[J]. Art & Design Research, 2023(4):107-110.
[14] 刘文良, 马雪寒. USR计划指引下台湾地区在地关怀设计研究——以岭东科技大学设计团队为个案[J]. 南京艺术学院学报(美术与设计版), 2025(3):183-191.
LIU W L, MA X H.Place-Based Caring Design in Taiwan Province under USR Program Guidance:A Case Study of Ling Tung University Design Team[J]. Journal of Nanjing Arts Institute (Fine Arts & Design), 2025(3):183-191.
[15] 刘文忠, 刘俊君. 视觉消费时代白酒包装的发展之困与实践理路[J]. 湖南工业大学学报(社会科学版), 2022, 27(2):96-104.
LIU W Z, LIU J J.Dilemma and Solution of Liquor Packaging in the Era of Visual Consumption[J]. Journal of Hunan University of Technology (Social Science Edition), 2022, 27(2):96-104.
基金
湖南省社会科学基金重点项目（24ZDB043）
PDF(14646 KB)
渝公网安备 50010702501717号