This Chinese Beverage Packaging Design Features a Reference to Its Name
Rebecca Byers — May 5, 2015 — Marketing
References: heyes.cn & packagingoftheworld
This unique Chinese beverage packaging design is an eye-catching combination of traditional imagery, helpful information and self-referencing graphics. The bottles were designed by agency Design Heyes for Caiguoqu Wild Juice, a range of fruit juices produced in Zhengzhou, China.
"Caiguoqu" is a Chinese word meaning "on the way to harvest fruits," and as such serves as a great introduction to not only the product, but the intrinsic freshness of it. The packaging also references the verb Caiguoqu, as traditionally, individuals are forced to walk up considerably steep hills in order to reach a plantation for harvesting, and therefore the design features an incline.
By incorporating the meaning behind the name into a visual element of the packaging design, Caiguoqu is able to differentiate itself on grocery store shelves.
"Caiguoqu" is a Chinese word meaning "on the way to harvest fruits," and as such serves as a great introduction to not only the product, but the intrinsic freshness of it. The packaging also references the verb Caiguoqu, as traditionally, individuals are forced to walk up considerably steep hills in order to reach a plantation for harvesting, and therefore the design features an incline.
By incorporating the meaning behind the name into a visual element of the packaging design, Caiguoqu is able to differentiate itself on grocery store shelves.
Trend Themes
1. Chinese Fruit Juice Packaging - Increasing use of traditional imagery and self-referencing graphics on fruit juice packaging in China creates opportunities for disruptive innovation in packaging design.
2. Freshness Messaging - Incorporating messaging around freshness, such as the meaning behind product names, into packaging design is a growing trend in the beverage industry.
3. Influential Word Choice - Words with meaning and cultural significance in a particular region or country are increasingly being used as product names and becoming influential in packaging design decisions.
Industry Implications
1. Beverage Packaging - There are opportunities for disruptive innovation in the use of traditional imagery, word choice and cultural references in beverage packaging design.
2. Food and Beverage - The trend of incorporating meaningful, cultural references into product names and packaging design extends beyond beverages to food products as well.
3. Marketing and Advertising - The use of word choice and cultural references in product names and packaging design is a powerful marketing and advertising tool that can differentiate products on shelves and create brand loyalty.
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