Mminni Alcoholic Beverage Packaging by Wen Liu, Qiumin Chen and Weijie Kang

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DESIGN DETAILS
DESIGN NAME:
Mminni

PRIMARY FUNCTION:
Alcoholic Beverage Packaging

INSPIRATION:
Fashion, composed of freshness and trendy sense. Young people like to constantly try new and interesting stuffs, while traditional old-fashioned products can't attract them. On the other hand, they like the trendy consumption experience. So if the product wants to please young people, it needs to be close to them and integrate into their lives.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
"MMINNI-X-lab" is a brandy specially designed for young people. "X" means unknown, infinite possibilities, goals and hopes in the design, which represents the fearless exploration spirit of young people. The idea of design inspired by the product concept of "towards the unknown, to shine brightly". In order to get rid of the traditional idea of brandy and produce a unique brand recognition, the design uses "unknown" and "colour" as the creative point to attract young people.

OPERATION / FLOW / INTERACTION:
Consumers can easily use the mixing tools to make a unique flavor. Also this design is based on 2 elements, the unknown and the color. They are the core value ​​and personality of the brand, which making the communication easier between the brand and the young people. They also reflect the core innovation-the concept of exploring the unknown and blooming the color. At the same time, the general brandy is relatively strong, and the blending requires additional purchase of blended products. MMINNI-X-lab breaks the inherent thinking of consumers and becomes a unique product in the market.

PROJECT DURATION AND LOCATION:
2020.02~2020.05 Shenzhen, China

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The product includes a base wine, a blended wine and a set of wine mixing tool.It mainly uses glass material with decorating firing process, while the wine box adopts plastic mould process.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 198.8mm* Depth 122.8mm* Height 122.8mm

TAGS:
X-lab, unknown, exploration, fashion, interaction, mixing

RESEARCH ABSTRACT:
Young people account for a small number of consumers in brandy, and the product is single and there is little emotional interaction with consumers. Designers believe by successfully connecting to young consumers, this is the key to the future market. "MMINNI" is a casual liquor specially designed for young people. It holds brand attitude and value proposition, which are the core of brand personality.It can connect young people from many dimensions, walk into their inner world, and create a fresh consumer experience!

CHALLENGE:
The rise of consumption among young people has given birth to a new era of consumption, and is also giving birth to a new round of product revolution. Brandy occupies a small proportion of the young market now. Through interaction and a fresh sense of experience, designers want to use this product to activate the incremental market of brandy in China and expand the business boundary of brandy market.

ADDED DATE:
2021-02-22 07:51:48

TEAM MEMBERS (3) :
Designer: Wen Liu , Designer: Qiumin Chen and Designer: Weijie Kang

IMAGE CREDITS:
Wen Liu, Qiumin Chen and Weijie Kang, 2020.

CLIENT/STUDIO/BRAND DETAILS
NAME:
CHANGYU

PROFILE:
Yantai Changyu Co., Ltd. was formerly known as Yantai Changyu Brewing Company. It was China's first industrialized wine producer founded by Mr. Zhang Bishi, a patriotic overseas Chinese leader in modern China. In 1892, Zhang Bishi invested 3 million taels of silver to establish the Changyu Brewing Company in Yantai. The establishment of Changyu Company was recorded by the China Millennium Monument in Beijing as one of the four major events that occurred in China in 1892. So far, it has developed into a diversified group enterprise and is currently the largest wine producer in China and even Asia.

NOMINATION DETAILS

Mminni Alcoholic Beverage Packaging by Wen Liu, Qiumin Chen and Weijie Kang is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Wen Liu, Qiumin Chen and Weijie Kang is also kept secret. This information will also be available later.
AWARD DETAILS

Mminni Alcoholic Beverage Packaging by Wen Liu, Qiumin Chen and Weijie Kang is Winner in Packaging Design Category, 2020 - 2021.



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