강사부 생수 브랜드 독자성과 주목도 강화를 위한 리뉴얼 디자인 연구

초록

With the increasing number of consumers looking for good water, competition in China's bottled water market has intensified, leading to brand diversification and personalized consumption trends. Master Kong is a well-known bottled water brand in China, but its sales are plummeting because its design does not satisfy the senses of young consumers. The package design of bottled water is a major factor in determining consumers' purchasing behavior. This study aims to improve the brand's uniqueness and attention by renewing the label design of Kangangbu mineral water. This study benchmarks the label designs of the top six products in the 2022 global sales ranking and suggests design renewal directions based on literature and case analysis. This study presents 12 design sketches based on the concepts of brand uniqueness and attention, market status and SWOT analysis, and uses FGIs and surveys to derive final design prototypes and compare them with existing products. The results of the study showed that the evaluation scores of the final design were all higher than the existing label, and the overall average score was 1.02 points higher. The final design utilized key visual elements such as color, line, and illustration to enhance brand uniqueness and attention. It can be argued that design is an effective means of enhancing a brand's uniqueness and is a tool to strengthen brand image and increase brand competitiveness and influence.

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