Xianjin Group was established in 1985, located in Dongguan, China, and focuses on the R&D, manufacturing, marketing and brand development of various beverages as well as health food area, such as plant protein drink, Carbonated drink, fruit drink, soda alcohol. After over 30 years’ innovation and development, the Group has grown up into a leading corporation in beverage industry in China.
Power Station is a subsidiary brand of the Group, which has been experienced in ready-to-drink sector, and used to mainly sell in nightclubs. Even though there has been a growing number of young people getting interested in alcoholic drinks, the low-alcohol ready-to-drink sector is relatively a niche market. Recognizing this opportunity, PowerStation came to us with a mission to launch a brand-new product, attracting new audiences to achieve new growth.
Compared with the traditional alcoholic drinking, the new generation’s attitude towards alcohol is enjoyment rather than indulgence. we helped the brand position the target audience among the young people born in 90s and 95s, determining the design theme as cozy and enjoyable. The purpose of the positioning was to expand the drinking demands of consumers in different scenes, as well as remold the perception and consumption habit towards alcoholic drinks.
To establish a distinct brand identity with the brand image of enjoyable and cozy, hand-painted fresh fruit illustrations add a unique style to the product, highlight the fruit features, blur the boundary between alcoholic beverage and other common fruit soft drinks. Fresh and lively color scheme brings out a touch of comfort and relaxation. The clear and uncluttered typography also enhances consumers’ impression of the brand. After the packaging analysis among Asian market, the illustration packaging design in this sector was relatively less used, thus our packaging design could obviously stand out from competitor while easily attracting young consumers.
- Agency/Creative: Box Brand Design
- Article Title: Box Brand Design Create Packaging for Power Station
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Hong Kong
- Agency/Creative City: Hong Kong
- Market Region: Asia
- Project Deliverables: Brand Design, Logo Design, Packaging Design
- Format: Can
- Substrate: Metal
- Industry: Food/Beverage
- Keywords: Packaging Design, Graphic Design, Hong Kong, Illustration, Colourful, Powerful, Number, Oral, Branding Design, Visual, Identity, Professional, Brand Image, Orange, Green, Pink, Fresh, Typography, Soft Drinks, Relax, Alcoholic, New
Design Director: Joey Lo
Art Director: Yvonne Chung
Designer: Mary Ma