景阳春年轻焕新
景阳春活力版设计创新
景阳春，是景芝酒厂在1973年推出的一款浓香型白酒，因瓶身印有“武松打虎”的图画，被消费者亲切地称为“小老虎”，是白酒与文化巧妙结合的典范之作，不仅是山东第一个浓香型粮食白酒，也是山东第一个出口创汇白酒品牌。
Young and brand-new Jingyangchun
Design innovation of the vitality edition of Jingyangchun
Jingyangchun is a Luzhou-flavor liquor launched by Jingzhi Winery in 1973. Printed with a picture showing "Wu Song beats the tiger" on its body, it is genially called as "little tiger" by consumers. It is a model that cleverly combines wine and culture. It is not only the first Luzhou-flavor grain spirit in Shandong, but also the first liquor brand that earns foreign exchange through exports in Shandong.
新时代，消费能力、消费理念、消费偏好以及消费渠道都在发生改变，更直面消费者的商业逻辑与年轻化的消费趋势将重塑整个白酒市场。
景阳春作为一款具有广泛市场认知基础，有50年人文底色沉淀的白酒，如何撕掉白酒产品老派刻板标签，突破认知边界、场景边界，实现白酒年轻化？
作为更懂新消费的设计公司，甲古文创意不断探寻与引领新消费时代的商业美学潮流。此次为景阳春进行设计创新，我们从消费者、创意、社群出发，在传承中创新，打造全维度产品矩阵，景阳春活力版让白酒更好玩！
In the new era, the consumption capacity, ideas, preferences and channels are all changing. The commercial logic facing consumers directly and the young consumption trend will rebuild the entire liquor market.
How should Jingyangchun, as a liquor with a widespread basis of market cognition and 50-year cultural accumulations, tear off the stereotype label of the liquor product, break through the border of cognition and scenario and make liquor younger?
As a design company that knows more about new consumption, OCD keeps exploring and guiding the commercial aesthetics trend in the new consumption era. In this design innovation for Jingyangchun, we make innovations in inheritance and create the all-dimensional product matrix by starting with consumers, creativity and community. The vitality edition of Jingyangchun makes liquor more interesting!
小老虎景阳春如何连接年轻族群？
1
消费者 CONSUMER
回归消费者的关注点，设计必须呈现用户价值
年轻人渴望脱颖而出，最大程度表现在他们购买的产品上，我们为景阳春活力版树立差异，以更年轻的口感体验和更具活力的包装设计，打造“年轻人更喜欢喝的样子”，迸发出了全新的精彩和活力。同时提出更直给、更真实、更深度、更豪迈的标语——“不惧猛虎 心若狂澜”，象征中国年轻群体向上探索、豪迈勇敢、永不言弃的精神。
Little Tiger Jingyangchun
How to connect the young group?
1
CONSUMER
Return to consumers' concern and present users' values in design
The young people desire to stand out and fully show themselves. In the products purchased by them, we set up differences for the vitality edition of Jingyangchun and create the "appearance that the young people prefer" through younger mouthfeel and more vigorous package design, which shows brand-new wonder and vitality. Meanwhile, we propose a more direct, more real, deeper and more splendid slogan -- "No Fear for Tiger Great Excitement in Heart", symbolizing the Chinese youths' spirits of keeping exploring, being brave and never giving up.
2
创意CREATIVE
创意是新消费时代最好的营销工具
01
“武松打虎”文化占位
从底蕴出发 传承历史
景阳冈，作为武松打虎故地，景阳春在包装上向世界展现地道的齐鲁文化风采、中国酒文化的博大精深，赋予了其浓重的传奇色彩，有传统文化占位优势。
2
CREATIVE
Creativity is the best marketing tool in the new consumption era
01
Cultural occupancy of "Wu Song beating the tiger"
Inherit the history by starting from details
Jingyang Hill is the old haunt where Wu Song beat the tiger. In its package, Jingyangchun shows the authentic cultural mien of Shandong and the profound Chinese wine culture to the world. It is endowed with the profound legendary color and the occupancy advantage of traditional culture.
基于此，我们以原产品为基础进行创意美学升级，将武松打虎图画以一种更具现代感的艺术形式呈现，通过优化瓶型结构、材质，打造出玲珑通透的白色磨砂瓶，使图画更加生动鲜明、栩栩如生。
Based on this, we upgrade the creative aesthetics with primary products as the basis and present the picture showing "Wu Song beats the tiger" in an art form with a greater sense of modernity. By optimizing the bottle structure and texture, we create the exquisite and transparent white frosted bottle, thus making the picture more vivid.
在产品标识上，我们同样回归景阳春最古老的标识设计——篆书，在最原始标识基础上简洁笔画及结构，提高识别性。古代书体是历史沉淀，也能体现景芝五千年酿酒文化与技艺传承。
In terms of product marking, we return to seal script, the most ancient marking design of Jingyangchun. We simplify the structure and strokes on the basis of the most primitive marking, and thus improve the identifiability. The ancient style of calligraphy is a historical precipitation, which may also embody the five-thousand-year brewing culture and technical inheritance of Jingzhi.
02
在传承中创新
更具活力的包装设计
为了让这瓶“活力虎”更有趣，我们在细节处做到了可触、可玩，创意设计了一款橙色的老虎纹手绳，与瓶盖的橙色相呼应，给产品增添了亮点，让人一眼便能识别出它的“活力虎”属性。
02
Innovation in inheritance
More vigorous package design
In order to make the bottle of "vigorous tiger" more interesting, we make the details touchable and playable, and design an orange hand strap with tiger stripes, which echoes with the orange color of the bottle cap. A bright spot is added to the product, so that people may recognize its property of "vigorous tiger" at first sight.
背面瓶身是凸起的打虎诗“壮士豪饮十八斛，谁道三碗不过岗”，深化了景阳春的文化属性，增加了产品独有的细腻触感。
The rear side of the bottle body is printed with the raised poem of beating the tiger, namely "A brave man drinks eighteen bottles of wine, but who knows that three bowls are not enough for the job". The poem deepens the cultural property of Jingyangchun and strengthens the exclusive delicate tactility of products.
03
景阳春 活力版
产品呈现
03
The vitality edition of Jingyangchun
Product presentation
3
社群COMMUNITY
留存粉丝，建立自己的品牌流量池
我们强调以消费者为中心的互动关系，从设计上赋予了景阳春更多的灵动性和包容性，从而延伸出更多的玩法，在产品可能的场景进行深度融合，通过产品体验创新和创意周边，打造令人深刻的全维度品牌体验，燃爆年轻社群，让白酒更好玩。
3
COMMUNITY
Retain fans and set up the traffic pool of its brand
We emphasize the consumer-centered interaction and endow Jingyangchun with more flexibility and tolerance in design, thus extending out more playing methods. In-depth integration is conducted in possible scenarios of products. We innovate and create the peripheral products through product experience; we also create impressive all-dimensional brand experience, thus stirring the young community and making liquor more interesting.
结语
新消费下的品牌创新要解决的是中国经典生活方式的年轻化、潮流化的问题，甲古文创意用创意设计助力景阳春白酒年轻化，“活力虎”以时尚、年轻、现代、活力全新形象，为消费者带来了更具活力和品质的感官新体验，让新一代年轻人爱上景阳春，代代相承，生生不息。
Conclusions
For brand innovation under new consumption, we have to make the classical Chinese lifestyle younger and more trendy. OCD helps make Jingyangchun liquor younger through creative design. Through the fashionable, young, modern and vigorous brand-new image, the "vigorous tiger" brings more vigorous and higher-quality new experience of senses to consumers, makes the new-generation youths love Jingyangchun and inherits it generation by generation.
