Haqi flavored soda sparkling water
Haqi found us in May 2022 and hoped that our team would create a higher-end series of sugar-free sparkling water for them under the condition that their brand and products were completely blank, which will be launched in the convenience stores in first-tier cities and provincial capitals in September.
The difficulty of design was analyzed as the “high-end sense” demanded by client. The packaging material of Haqi is ready-made aluminum cans, and the capacity is also the most common 330 ml, but the price will be 6-8 yuan per can (the same specifications of sugar-free Coca-Cola and other brands are about 3 yuan per can). The only way to make Haqi® feel high-end is through its visual design. By seeing the packaging design, how to let consumers can roughly judge that its price is higher, and let consumers feel the corresponding quality behind the higher price, will be the core of the whole design. We have analyzed several mainstream beverages of the same specifications on the market, and there is a high probability of being displayed together with Haqi® on the shelves in the future. We found that they have several common characteristics, one is that the colors are bright but single, and the other is that the design is relatively simple. “Bright colors but single” is mainly because most of the common brands on the market already have their own brand colors, and these brand colors are already familiar to consumers. In order to achieve higher publicity efficiency, brands will try to enlarge these brand colors on the product packaging as much as possible; the second is that in the production process, less color use can save the cost of the printing process. The reason of the second point, “simple picture”, is mostly similar to the ones of first point.
We decided to achieve the “high-end feeling” of the product from two aspects: ” restrained and bold use of color” and “refined and intuitive picture”.
Restrained and bold use of color
We have designed a very simple brand color for the product, which is “black on white”. The visual impact of black elements on a white background is the strongest, the visual experience is also the most certain, and it is rare among similar products. The vision of black characters on a white background is more common in other categories with higher unit prices such as alcohol, but it is indeed rare in the beverage category. We try to use “black on white ” to give the product a “high-end” visual experience. At the same time, the main color of black and white can abstractly express the product feature of “sugar-free”.
Refined and intuitive picture
However, for fruity drinks, color is still not indispensable. We made the pictures corresponding to different tastes as colorful as possible. Illustrations are drawn in the style of vector graphics to illustrate different tastes. Vector drawing will not have the texture of brush strokes of hand-drawn illustrations, so that Vector drawing picture will be more easy-reading, and at the same time, it can also summarize the details of the depicted objects, which is more suitable for the application of FMCG product packaging. The colors are bright, the details are exquisite, the summary is rich and intuitive. When being superimposed with the “black text on white background” parts such as typesetting and LOGO, together, they presents a highly recognizable product style.