Nongfu Spring Illustration Analysis 1. Clarify the illustration content and tasks 2. Audience positioning 3. Expression style positioning 4. Expression technique positioning

Since the cross-border sales of "17.5° Orange" by Nongfu last year, it has caused a stir in the industry People exclaimed: Nongfu Spring also sells sentimental fruits. At the beginning of this year, Nongfu Spring has played a new trick in its traditional strong category of bottled water - three high-end new products, both in terms of packaging design and concept, all of them are full of style and impressive.

Nongfu Spring’s new product packaging received praise from our dealer survey, and the three products each 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 hotly speculated in recent years. Usually, the market will define high-end water by whether it is high-priced. Nongfu Spring I completely disagree with the method of differentiation based on price.

At the meeting, Zhong proposed three major characteristics of high-end water: scarce natural water sources, natural and balanced mineral element content, and the ability to reflect profound natural or humanistic cultural connotations.

In Nongfu Spring’s view, the first two points are given by nature, while the third point requires human efforts. In order to make the product full of beauty and cultural added value, Nongfu Spring spent three years inviting five top international design companies to design, and after 58 drafts, the packaging design was finally selected.

In fact, as early as June 2012, Nongfu Spring had received the design draft that it liked, but due to the bottle making and printing processes at the time, it was difficult to fully realize it. Nongfu Spring was unwilling to lower its requirements, so it looked for a new design company. But after two years of comparison, I finally felt it was a pity to abandon the original plan, so I returned.

There are 8 styles of packaging for this product. The main pattern on the bottle chooses species unique to Changbai Mountain, such as Siberian tiger, Chinese merganser, and red pine. The pattern has words such as "Changbai Mountain" written on the side. There are 58 known species of nationally protected animals, and the Siberian tiger is a national first-level protected animal." Text descriptions such as "The Siberian tiger is a national first-level protected animal" reveal a strong sense of ecological and humanistic care.

New Product 2: Nongfu Spring Natural Drinking Water (Suitable for Infants and Young Children)

In recent years, more and more baby aquatic products have been sold abroad and have become a must-have product for scientific baby care. Nongfu Spring’s press conference also focused on introducing its latest research and development of baby water. Before this, there were no bottled water products specifically designed for infants and young children to drink directly and prepare formula food in China.

Different from general drinking water, baby water has stricter requirements on mineral element content and microbial control. Generally, drinking water with high mineral content or no mineral content is not suitable for infants and young children. In addition, baby water also has commercial sterility requirements, and all previous domestic bottled waters have not included this as an indicator.

The above is all nonsense, so I won’t describe it further. Just look at the picture. It is said that this is the world’s top sterile production packaging!

New product three: Nongfu Spring Student Mineral Water

Twenty years ago, Nongfu Spring launched sports cover packaging, which was warmly welcomed by children. The slogan "Don't make such sounds during class" is impressive.

In order to commemorate this childlike product 20 years ago, Nongfu Spring has launched an upgraded version of the sports cap: student natural mineral water.

In order to provide teenagers with a better consumption experience, Nongfu Spring has designed a bottle cap that can be opened and closed with one hand. The bottle cap is equipped with a patented valve that will only open under pressure. When the lid is open, ordinary turning or inversion will not cause the water to flow out, making it very suitable for children to use.

In addition, Nongfu Spring also invited a famous British illustrator to draw a set of highly imaginative labels, representing the four seasons of spring, summer, autumn and winter in Changbai Mountain. The whole design is full of childlike innocence, like a child The imaginary natural world of Changbai Mountain. What are the characteristics of Nongfu Spring’s cultural and creative design?

Nongfu Spring is first of all a company that mainly produces and sells bottled drinking water. It also designs and sells cultural and creative products.

And it’s done well. Then let’s talk about the characteristics of Nongfu Spring’s cultural and creative design including the following aspects:

Simple style: The design of Nongfu Spring’s cultural and creative products is mainly characterized by simplicity, focusing on the visual effects and visual effects of the product. Use experience.

Natural elements: The design of Nongfu Spring’s cultural and creative products often incorporates natural elements, such as landscapes, plants, etc., reflecting the brand’s natural health concept.

Regional characteristics: The design of Nongfu Spring cultural and creative products usually has certain regional characteristics, such as using local culture or local specialties as design elements to reflect the relationship between the brand and the local area.

Environmental awareness: The design of Nongfu Spring cultural and creative products pays attention to environmental awareness, using renewable materials and reducing packaging waste.

Brand image extension: The design of Nongfu Spring’s cultural and creative products is usually consistent with the brand image, strengthening the extension and transmission of the brand image, and enhancing the brand’s awareness and reputation.

The above are several characteristics of Nongfu Spring’s cultural and creative design. These design elements are helpful for brand marketing and product sales, and also meet consumers’ diverse needs for environmental protection, health, fashion, etc. The meaning of Nongfu Spring spring, summer, autumn and winter design

Nongfu Spring

Spring, summer, autumn and winter

The meaning of design is to utilize

Changbai Mountain

The tiger, deer, bird, snow and other symbols express the pure nature of water. Nongfu Spring’s spring, summer, autumn and winter series use natural illustrations of the four seasons to express the nature of water, and overall tell the story of Nongfu Spring. We only do nature. porters.

Above the trademark is the shape of a continuous green mountain range. At the same time, there are birds flying in the sky above the mountains.

From a color perspective, green is usually a symbol of environmental protection, vitality and nature. The existence of mountains and birds, set off by green, gives people an environmentally friendly, safe and natural feeling. Below the trademark is the name of Nongfu Spring in red. Red usually gives people a visual stimulation and the content is significantly eye-catching. From the overall perspective of the trademark, the combination of green and red has a sharp color contrast and is impressive.

Basic meaning

Nongfu Spring NONGFUSPRING, namely

Nongfu Spring Co., Ltd.

, formerly known as Zhejiang

Qiandao Lake

Yangshengtang Drinking Water Co., Ltd. was established on September 26, 1996. Its corporate headquarters is located in Hangzhou City, Zhejiang Province. It is a holding company of Yangshengtang.

On May 8, 2019, Nongfu Spring announced that Nongfu Spring officially entered the coffee industry. On September 1, 2019, the list of the top 500 Chinese manufacturing companies in 2019 was released, and Nongfu Spring Co., Ltd. ranked 332nd.

On January 7, 2020, it was selected into the list of the top 100 enterprises in the national agricultural product processing industry in 2019, ranking 18th overall. On September 8, 2020, Nongfu Spring officially landed in Hong Kong

Stock Exchange

, opened up by over 85.