在健康消費(fèi)浪潮與“顏值經(jīng)濟(jì)”雙重驅(qū)動下，植物基功能性飲料正迎來爆發(fā)式增長。藍(lán)靛果（又稱藍(lán)靛果忍冬）與獼猴桃的組合，不僅在營養(yǎng)層面具備天然優(yōu)勢——前者富含花青素、多酚類物質(zhì)，具有強(qiáng)抗氧化和抗炎潛力；后者則以高維C含量、膳食纖維和有機(jī)酸著稱——更在風(fēng)味上形成酸甜平衡、層次豐富的獨(dú)特口感。然而，一款優(yōu)秀的產(chǎn)品若缺乏與之匹配的包裝設(shè)計(jì)，往往難以在貨架上脫穎而出，甚至可能因視覺傳達(dá)偏差而錯(cuò)失目標(biāo)消費(fèi)者。





佳味添成將從品牌定位、目標(biāo)人群、功能屬性、市場趨勢及可持續(xù)理念五個(gè)維度，系統(tǒng)探討藍(lán)靛果獼猴桃飲料在包裝設(shè)計(jì)風(fēng)格上的策略選擇，助力產(chǎn)品實(shí)現(xiàn)從“好喝”到“被看見、被信任、被選擇”的跨越。

Jiawei Tiancheng will systematically explore the strategic choices of packaging design styles for indigo kiwi fruit beverages from five dimensions: brand positioning, target audience, functional attributes, market trends, and sustainable concepts, to help the product achieve a leap from "delicious" to "seen, trusted, and chosen".

一、明確品牌定位：包裝是無聲的品牌宣言

1、 Clear brand positioning: Packaging is a silent brand statement

包裝不僅是容器，更是品牌價(jià)值觀的第一觸點(diǎn)。藍(lán)靛果獼猴桃飲料的包裝風(fēng)格必須與其核心定位高度一致：

Packaging is not only a container, but also the first touchpoint of brand values. The packaging style of indigo kiwi fruit beverage must be highly consistent with its core positioning:若定位為高端功能性飲品（如主打抗氧化、免疫力支持），應(yīng)采用極簡主義、低飽和度配色（如深紫+墨綠+米白）、磨砂材質(zhì)或玻璃瓶，傳遞“純凈、專業(yè)、高效”的形象；

If positioned as a high-end functional beverage (such as focusing on antioxidant and immune support), minimalism, low saturation color schemes (such as deep purple+dark green+beige), frosted materials or glass bottles should be used to convey the image of "purity, professionalism, and efficiency";若定位為年輕化潮流飲品，可大膽運(yùn)用撞色（如亮紫+熒光綠）、手繪插畫、動態(tài)漸變等元素，強(qiáng)調(diào)“活力、新奇、社交屬性”；

If positioned as a trendy beverage for the younger generation, bold use of contrasting colors (such as bright purple+fluorescent green), hand drawn illustrations, dynamic gradients, and other elements can be employed to emphasize "vitality, novelty, and social attributes";若強(qiáng)調(diào)地域特色或生態(tài)溯源（如產(chǎn)自東北小興安嶺的野生藍(lán)靛果），則可融入自然肌理、手寫體字體、森林/漿果插圖，打造“原生、野趣、可信賴”的田園美學(xué)。

If regional characteristics or ecological origins are emphasized (such as wild indigo fruits produced in the Xiaoxing'an Mountains of Northeast China), natural textures, handwritten fonts, forest/berry illustrations can be integrated to create a "native, wild, and trustworthy" pastoral aesthetic.

關(guān)鍵在于：包裝風(fēng)格必須服務(wù)于品牌故事，而非盲目追隨流行。例如，農(nóng)夫山泉“打奶茶”系列成功的關(guān)鍵之一，正是其復(fù)古插畫與“童年回憶”情感聯(lián)結(jié)的高度統(tǒng)一。

The key is that packaging style must serve the brand story, rather than blindly following trends. For example, one of the key factors for the success of Nongfu Spring's "Milk Tea" series is the highly unified emotional connection between its retro illustrations and "childhood memories".

二、洞察目標(biāo)人群：讓設(shè)計(jì)“說他們的話”

2、 Insight into target audience: Let design 'speak their words'

不同消費(fèi)群體對包裝的審美偏好與信息敏感度差異顯著：

There are significant differences in aesthetic preferences and information sensitivity of packaging among different consumer groups1. Z世代（18–25歲）

Generation Z (18-25 years old)追求個(gè)性表達(dá)與社交分享價(jià)值。偏好高辨識度、Instagrammable的設(shè)計(jì)。建議采用：

Pursuing personal expression and social sharing value. Prefer designs that are highly recognizable and Instagrammable. Suggested use:熒光色塊、不規(guī)則排版、趣味標(biāo)語（如“抗氧化？我超會！”）；

Fluorescent color blocks, irregular layout, and fun slogans (such as "Antioxidant? I'm amazing!");瓶型創(chuàng)新（如異形瓶、可重復(fù)密封小罐）；

Bottle type innovation (such as shaped bottles, reusable sealed small cans);二維碼鏈接AR互動或成分溯源故事。

QR code links to AR interactive or ingredient traceability stories.2. 新中產(chǎn)健康家庭（30–45歲）

2. New middle-class healthy families (aged 30-45)關(guān)注成分安全、功效真實(shí)與兒童友好性。傾向：

Pay attention to ingredient safety, authentic efficacy, and child friendliness. Tendency:清晰的成分列表、無添加標(biāo)識；

Clear ingredient list without added labeling;柔和自然色調(diào)（避免過度鮮艷）；

Soft and natural color tones (avoid overly bright colors);家庭裝大容量+便攜小瓶組合；

Family sized large capacity+portable small bottle combination;包裝背面附有營養(yǎng)師推薦語或飲用場景建議（如“早餐搭配”“運(yùn)動后補(bǔ)充”）。

The back of the packaging comes with nutritionist recommendations or drinking scenario suggestions (such as "breakfast pairing" or "post exercise supplementation").3. 高端禮品市場

3. High end gift market注重儀式感與文化內(nèi)涵?？煽紤]：

Emphasize the sense of ceremony and cultural connotation. Consider:禮盒裝設(shè)計(jì)，內(nèi)襯環(huán)保棉紙；

Gift box design, lined with environmentally friendly cotton paper;采用燙金、壓紋、絲帶等工藝細(xì)節(jié)；

Using process details such as hot stamping, embossing, and ribbons;融入東方美學(xué)元素（如水墨暈染表現(xiàn)漿果汁液流動），但需避免過度繁復(fù)。

Incorporating Eastern aesthetic elements (such as ink wash blending to depict the flow of pulp and juice), but avoiding excessive complexity.

三、突出產(chǎn)品功能屬性：視覺即功效暗示

3、 Highlighting product functional attributes: Visual as functional suggestion

藍(lán)靛果獼猴桃飲料的核心賣點(diǎn)在于“雙果協(xié)同抗氧化”與“天然維C爆表”。包裝設(shè)計(jì)應(yīng)通過視覺語言強(qiáng)化這一認(rèn)知：

The core selling points of indigo kiwi fruit beverage are "dual fruit synergistic antioxidant" and "natural vitamin C explosion". Packaging design should reinforce this cognition through visual language:色彩心理學(xué)應(yīng)用：

Application of Color Psychology:藍(lán)靛果的深紫色象征花青素與抗氧化力，獼猴桃的鮮綠色代表維C與清新。主色調(diào)可采用“紫綠漸變”或“分區(qū)塊對比”，直觀傳遞雙果融合概念。避免使用橙色或紅色，以免誤導(dǎo)為橙汁或草莓味。

The deep purple color of indigo fruit symbolizes anthocyanins and antioxidant power, while the fresh green color of kiwifruit represents vitamin C and freshness. The main color tone can adopt a "purple green gradient" or "segmented block contrast" to visually convey the concept of dual fruit fusion. Avoid using orange or red to avoid misleading orange juice or strawberry flavor.圖形符號化：

Graphic symbolization:可設(shè)計(jì)抽象化的漿果輪廓、分子結(jié)構(gòu)圖（如花青素C27H31O16）、盾牌圖標(biāo)（象征免疫防護(hù)）等，以現(xiàn)代插畫形式呈現(xiàn)，既專業(yè)又不失美感。

Abstract berry outlines, molecular structure diagrams (such as anthocyanin C27H31O16), shield icons (symbolizing immune protection), etc. can be designed and presented in modern illustration form, which is both professional and aesthetically pleasing.透明窗口或半透明材質(zhì)：

Transparent window or semi transparent material:若產(chǎn)品色澤誘人（呈寶石紫或琥珀綠），可采用局部透明PET瓶或磨砂透光設(shè)計(jì)，讓消費(fèi)者“看得見真實(shí)”，增強(qiáng)天然信任感。

If the product has an attractive color (gemstone purple or amber green), partially transparent PET bottles or frosted translucent designs can be used to allow consumers to "see the truth" and enhance natural trust.

四、順應(yīng)市場趨勢：從“好看”到“有意義”

4、 Adapting to market trends: from 'good-looking' to 'meaningful'

當(dāng)前飲料包裝設(shè)計(jì)正經(jīng)歷三大趨勢轉(zhuǎn)變，藍(lán)靛果獼猴桃產(chǎn)品應(yīng)順勢而為：

The current beverage packaging design is undergoing three major trend changes, and indigo fruit kiwi products should follow the trend:1. 極簡 vs. 復(fù)古：找到中間態(tài)

1. Minimalist vs. Retro: Find the Middle Way雖然“Clean Label”（清潔標(biāo)簽）風(fēng)靡全球，但完全空白的包裝易顯冷漠。建議在留白基礎(chǔ)上，加入一枚精致手繪漿果或一句微文案（如“來自北緯48°的抗氧化力量”），實(shí)現(xiàn)簡約而不簡單。

Although "Clean Label" is popular worldwide, completely blank packaging can easily appear indifferent. Suggest adding a delicate hand drawn berry or a micro caption (such as' antioxidant power from 48 ° N latitude ') on top of the blank space to achieve simplicity and not simplicity.2. 功能可視化

2. Function visualization消費(fèi)者越來越反感“偽健康”營銷。包裝上可標(biāo)注具體數(shù)據(jù)，如“每瓶含120mg維C（≈2個(gè)獼猴桃）”“花青素含量≥80mg”，用數(shù)字建立可信度。

Consumers are increasingly averse to "pseudo health" marketing. Specific data can be labeled on the packaging, such as "Each bottle contains 120mg vitamin C (≈ 2 kiwifruit)" and "Anthocyanin content ≥ 80mg", to establish credibility with numbers.3. 情緒價(jià)值注入

3. Emotional value injection后疫情時(shí)代，消費(fèi)者渴望愉悅與治愈?？赏ㄟ^柔和曲線、圓潤瓶身、溫暖插畫（如陽光下的漿果叢）傳遞“輕療愈”情緒，讓產(chǎn)品成為日常中的小確幸。

In the post pandemic era, consumers crave pleasure and healing. By using soft curves, rounded bottle bodies, and warm illustrations (such as berry clusters in the sunlight), the "light healing" emotion can be conveyed, making the product a small blessing in daily life.

五、踐行可持續(xù)理念：環(huán)保即競爭力

5、 Practicing the concept of sustainability: environmental protection is competitiveness

據(jù)尼爾森調(diào)研，超70%中國消費(fèi)者愿為環(huán)保包裝支付溢價(jià)。藍(lán)靛果作為野生漿果，天然帶有“生態(tài)友好”基因，包裝設(shè)計(jì)應(yīng)強(qiáng)化這一優(yōu)勢：

According to Nielsen research, over 70% of Chinese consumers are willing to pay a premium for eco-friendly packaging. As a wild berry, indigo naturally carries the "eco-friendly" gene, and packaging design should strengthen this advantage:材料選擇：優(yōu)先使用rPET（再生聚酯）、甘蔗基生物塑料、鋁瓶（可100%回收）；

Material selection: Prioritize the use of rPET (recycled polyester), sugarcane based bioplastics, and aluminum bottles (100% recyclable);減量化設(shè)計(jì)：去除過度外盒，采用一體成型標(biāo)簽；

Reduction design: Remove excessive outer boxes and use integrated labels;可重復(fù)利用性：設(shè)計(jì)成可作花瓶、筆筒的玻璃瓶，延長包裝生命周期；

Reusability: Designed as a glass bottle that can be used as a vase or pen holder, extending the packaging life cycle;環(huán)保認(rèn)證標(biāo)識：清晰標(biāo)注FSC、碳足跡、可回收標(biāo)志，提升品牌責(zé)任感形象。

Environmental certification logo: Clearly label FSC, carbon footprint, and recyclable logo to enhance brand responsibility and image.

值得注意的是，環(huán)保不等于“土味”。Patagonia、Oatly等品牌已證明：可持續(xù)設(shè)計(jì)完全可以兼具高級感與時(shí)尚度。

It is worth noting that environmental protection is not equal to "unfashionable". Patagonia, Oatly and other brands have proven that sustainable design can perfectly combine luxury and fashion.

結(jié)語：包裝，是產(chǎn)品與世界的第一次對話

Conclusion: Packaging is the first dialogue between products and the world

藍(lán)靛果獼猴桃飲料的包裝設(shè)計(jì)，絕非簡單的“貼個(gè)標(biāo)簽、選個(gè)顏色”，而是一場融合品牌戰(zhàn)略、用戶心理、功能傳達(dá)與社會責(zé)任的系統(tǒng)工程。在信息過載的零售環(huán)境中，消費(fèi)者平均僅用3秒決定是否拿起一款新品——這3秒，由包裝說了算。