illustration analysis of Nongfu Spring 1. Clarify illustration content and tasks 2. Positioning audience 3. Positioning expression style 4. Positioning expression technique Since last year, farmers sold "17.5 orange" across the border, which caused an exclamation in the industry: Nongfu Spring should also sell sentimental fruits. At the beginning of this year, Nongfu Spring has played a new trick in its traditional strong category bottled water-three high-end new products, both in packaging design and concept, are all full and impressive. The new packaging of Nongfu Spring has won praise in our dealer survey, and the three products also have their own characteristics. One of the new products: Nongfu Spring glass bottle high-end mineral water High-end water is a concept that has been heated up in recent years. Usually, the market will define high-end water by whether it is expensive or not, while Nongfu Spring totally disagrees with the method of distinguishing by price. At the meeting, Zhong proposed three characteristics of high-end water: scarce natural water source, natural and balanced mineral element content, and being able to embody profound natural or humanistic cultural connotation. In Nongfu Spring's view, the first two points are endowed by nature, and the third point needs human efforts. In order to make the products full of aesthetic feeling and cultural added value, Nongfu Spring spent three years inviting five top international design companies to design, and finally selected the packaging design after 58 drafts. In fact, as early as June 212, Nongfu Spring had received a favorite design draft, but it was difficult to fully put it into reality due to the bottle-making and printing process at that time. Nongfu Spring is unwilling to lower its requirements, so it looks for a new design company. But after two years of comparison, I finally felt it was a pity to give up the original plan, so I returned. There are eight styles of packaging for this product. The main pattern of the bottle body is selected from the species unique to Changbai Mountain, such as Dongbei tiger, Chinese merganser and Korean pine. There are words such as "58 species of national key protected animals are known in Changbai Mountain, and Northeast tiger belongs to national first-class protected animals" written on the side of the pattern, which reveals a strong atmosphere of ecological and humanistic care. The second new product: Nongfu Spring's natural drinking water (suitable for infants) In recent years, there are more and more baby aquatic products abroad, which has become an essential product for scientific baby-rearing. This conference of Nongfu Spring also focuses on its newly developed baby water. Before that, there was no bottled water product specifically for infants to directly drink and prepare formula food in China. Different from ordinary drinking water, infant water has stricter requirements on mineral element content and microbial control. Usually, drinking water with high mineral elements or no mineral elements is not suitable for infants. In addition, there is a requirement for commercial sterility of baby water, which has not been listed as an indicator in all bottled water in China before. All the above is nonsense, so I won't describe it much. Just look at the picture. It is said that this is the world's top aseptic production packaging! The third new product: Nongfu Spring student mineral water 2 years ago, Nongfu Spring introduced a sports cover package, which was warmly welcomed by the children. The slogan "Don't make such a noise in class" was impressive. To commemorate this childlike product 2 years ago, Nongfu Spring introduced an upgraded version of sports cover: natural mineral water for students. In order to give teenagers a better consumption experience, Nongfu Spring has designed a bottle cap that can be opened and closed with one hand. There is a patented valve in the bottle cap, which will only open under pressure. When the lid is open, ordinary rollover and inversion will not make water flow out, which is very suitable for children. In addition, Nongfu Spring also invited a famous British illustrator to draw a set of imaginative labels, showing the four seasons of Changbai Mountain, namely spring, summer, autumn and winter. The whole design is full of innocence, just like the natural world of Changbai Mountain imagined by children. The logo design concept of Nongfu Spring From the trademark of Nongfu Spring, the top of the trademark is in the shape of a continuous green mountain range. At the same time, there are birds flying in the air above the mountain range. From the color point of view, green is usually regarded as a symbol of environmental protection, vitality and pure nature. The existence of mountains and birds, with green as the background, gives people a sense of environmental protection, safety and nature. Below the trademark is the red name of Nongfu Spring. Red usually gives people a visual stimulus, and its content is remarkable and eye-catching. As a whole, the combination of green and red is impressive in color contrast. It not only embodies the characteristics of environmental protection of its products, but also attracts attention. Increased attention, easy to understand, and distinctive personality. How to interpret the packaging design of natural mineral water in Nongfu Spring glass bottle from the design point of view? Nongfu Spring, which brought a sports cover to package drinking water many years ago, upgraded this packaging design 2 years later and introduced natural mineral water for students. The new bottle cap can be opened and closed with one hand, and the water in the bottle will only flow out under pressure. Usually, ordinary rollover and inversion will not make the water flow out, which is more suitable for children who are lively and like novelty. In addition to the bottle cap upgrade, Nongfu Spring also invited famous British illustrators to draw a set of labels, which respectively show the scenes of Changbai Mountain throughout the year, and the whole is full of natural customs and childlike innocence.