The Packaging Re-design Of Yuanlinqing Wine

YuanLinQing wine, renowned in the domestic market, is a well-known health wine produced in QianJiang city of Hubei province in China. With excellent quality, it won the 1985 and 1990 National Quality Golden award. Its simple, generous and bright package impressed consumers a lot. However, with the development of society, YuanLinQing package style becomes older and older and it has become very difficult to meet current market requirements under such an increasingly fierce competition. Therefore, updating its packaging design according to current market requirements has become an very important topic of supporting this product to remodel brand advantage and consolidate and expand the market strategy.Wine packaging design is a typical and representative practical activity in packaging design, its significance is to help improving product value, increasing product sales volumn, establishing brand image, reflecting wine culture, sturring up consumers'identification and intention to buy , and further attracting potential consumers. The packaging re-design to YuanLinQing, aims to explore packaging design principle and effective designing method of health wine, which fits the characteristics of the times, to improve appearance of packaging design and its vision wallop, to enhance the additional value and effects of whole package , and to creat more economic benefits.This topic was studied based on practice for YuanLinQing packaging re-design, the purpose is to help YuanLinQing Group enhancing its market competition ability, maintaining and further expanding sales market. The author first reads a lot of related documents and knows the culture of health wine; and then come to YuanLinQing factory for the-spot investigation, to know more about the procedure and effect of YuanLinQing; In addition, the author investigates and analysis the present health wine consumption market situation and current situation of health wine packaging market, summarizes the existed problem of "YuanLinQing" wine packaging design , comparing to other health wine packaging design. In the mean time, learning experience from other nice health wine packaging design in current market, learn from other's strong points to offset one's weakness, making good enough preparation for next work, then re-designing the package relavantly according to this brand's style, market positioning and the preference of target consumption group .The first part mainly introduces the background and significance of this study, it summarizes the main research method. The second part tells the history and culture of health wine, introduces the variety of Health wine, also introduces the procedure and effects of YuanLinQing health wine; The third part analyses the changes of wine packaging visual design in domestic market and the existed problems in current domestic packaging design market. At the same time, the author relavantly investigated the original package of YuanLinQing.Combining the investigation, author also analyses the existed problem in its original packaging design. The fourth part mainly introduces the practice process of YuanLinQing packaging re-design. The packaging re-design is up to the functions and characteristics of the product itself, and combined the structure, color, graphics design elements of the packaging design to reflect and transfer the excellent quality of the products, to establish solid foundation for its characteristic brand position of unique health wine package .