MZ세대를 위한 사주유황 황주 패키지 리디자인

초록

As Generation MZ has risen to become the mainstream consumer, their consumption characteristics have become an basis for predicting consumption trends. For traditional brands, under the premise of ensuring that the improvement direction of the package is consistent with the brand's core vision, the launch of a new generation of package design in line with the brand culture is essential to ensure the sustainability of the business. This study is to propose an effective package redesign, so-called a brand rejuvenation for "Shazhouyouhuang Wine"a traditional Chinese liquor, to enhance its brand value in line with Generation MZ, thereby attracting more consumers' attention and purchase desire. The top 10 competing Yellow Wine brands in China in 2021 were selected as benchmarks, and literature research was conducted through relevant prior research papers, professional books, and online resources of related brands, focusing on the package design of the Wine. At the same time, focusing on the consumption consciousness and habits of the generation in modern society, we conducted a package design renewal study combining five aspects: attractiveness, conciseness and clarity, youthfulness, taste inference and memorability. We conducted a survey of 120 general consumers. Combined with the survey results, an in-depth design was conducted on the package redesign. It was concluded that in addition to the storage and transport functions of the Shazhouyouhuang Wine package itself, the researchers concluded that the design of huangliu packages for modern society should be oriented towards younger consumers in terms of design style and build a brand image of "more active", "more comfortable" and "more fun", and hope that this research can contribute to mainstream branding in the future.

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