Cilly Beverage by Guangzhou Cheung Ying Design Co., Ltd.

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DESIGN DETAILS
DESIGN NAME:
Cilly

PRIMARY FUNCTION:
Beverage

INSPIRATION:
The overall design is created from the perspective of trendy and play. The picture uses the graffiti form to immerse the brand Cilly in the rosa roxburghii juice creating the abstract dynamic effect of splashing the juice. Combined with the pop art that are currently trendy, the brand name is symbolized and upgraded. The high-brightness colors collide with each other producing new and unique visual tension and recognition, which emits a young and fashionable atmosphere.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
PANG GELIA Catering Management Co., Ltd and Guizhou NATURALLY Food Technology Group have jointly developed a rosa roxburghii juice exclusively intended for young people which is called Cilly and fills the vacancy in the beverage market for young people to cleanse the palate when dining while staying healthy and nutritious.

OPERATION / FLOW / INTERACTION:
The image design on the can reflects the status of youngsters, which is free, interesting, fashionable and full of passion. We hope that this design concept behind will arouse the emotional resonance of the youngsters, and thus stimulate their desire to buy the product.

PROJECT DURATION AND LOCATION:
The project started in May 2019 in Guangzhou, and finished in September 2019 in Guangzhou.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The design material is made of aluminum can.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The packaging with a capacity of 245ml,the packaging size is 65mm in length, 65mm in width and 95mm in height.

TAGS:
Rosa Roxburghii Juice,Young Brand,Beverage Packaging

RESEARCH ABSTRACT:
Since the product aims to fill the gap in the beverage market for young people looking for a healthy and nutritious drink that helps cleanse the palate after eating a greasy meal, we have conducted in-depth research on the life style and preference of the targeted consumers – young people. The overall design is based on urban art and with graphics that embody interesting, casual, young, fashionable and positive elements applied, which are to attract the attention and emotional connection of young people.

CHALLENGE:
The main screen design of the can was initially inconsistent with the design style, and therefore did not achieve the expected effect. After many design changes, we have chosen the pop-art style to give the can a youthful and fashionable visuals, which better suits the visual aesthetics of the current generation of young people.

ADDED DATE:
2020-09-23 04:01:05

TEAM MEMBERS (2) :
Creative Director: Zhiji Dong and Designer: Lu Gu

IMAGE CREDITS:
Guangzhou Cheung Ying Design Co., Ltd., 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Guangzhou Cheung Ying Design Co., Ltd.

PROFILE:
Guangzhou Cheung Ying Design Co.,Ltd. is a professional organization offering comprehensive and creative designs. It focuses on personalized brand experience and imbeds design thinking into various fields, which is to provide accurate and effective design language and visual solutions for brand establishment and application communication. They have no fixed model, no fixed style, and no fixed boundaries. Their unique, flexible and smart model affects their design thinking and project operations. Through the integration capability of multi-dimensional excavation of the brand's unique DNA, they create a brand that resonates with people while allowing the brand to have sustainable competitiveness in a diversified market.

NOMINATION DETAILS

Cilly Beverage by Guangzhou Cheung Ying Design Co., Ltd is a Nominee in Packaging Design Category.

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AWARD DETAILS

Cilly Beverage by Guangzhou Cheung Ying Design Co., Ltd is Winner in Packaging Design Category, 2020 - 2021.



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