可爾必思


日本國民乳酸飲料「可爾必思」於2019年進入百年品牌殿堂,2020年第一支產品包裝委任斯邁創意操刀設計,將「品味時刻」系列品項改版上市,除了濃郁的經典風味,更推出了期間限定的鳳梨口味,嚴選最佳產季的台灣鳳梨與酸甜香濃的可爾必思相互結合,成為炎熱夏日的飲品首選。

視覺上搶眼的六角形為主要版面重心,「濃厚」文字視覺下方以皇冠奶花呈現濃郁渾厚的口感。原味包裝右上角朱紅封蠟,呈現出經典百年品牌的努力與堅持;鳳梨風味則藉由水彩插圖來傳達清爽無負擔的清新體驗,且無論男女老少,手持這瓶飲料都可以富有文藝氣息。

色彩計劃上,原味可爾必思以企業代表色的藍色為主,質感金為輔,既能提升畫面層次感更能帶給顧客高尚不凡的感覺,讓消費者可以有最高品質的飲用感受;鳳梨風味則使用陽光的金黃色搭配沉穩的墨黑色,帶出穩重、含蓄的高雅氣息,展現出清新脫俗的生活態度。在高反差的配色下讓包裝更能夠在眾多競品當中脫穎而出,吸引顧客目光,獨佔貨架上的話題成為可爾必思的代表產品。

Japan's national lactic acid drink "Calpis" became a century-old brand in 2019. In 2020, the first product packaging appointed Smile Creativeness Design to revise the series of "Taste Moment" products. In addition to the rich classic flavor, seasonal flavor pineapple is launched for a limited time. Taiwan pineapple of the best season is selected, and the sweet and sour and fragrant Calpis are combined to become the first choice for hot summer beverages.

The visually eye-catching hexagon is the center of the main layout, and the crown of milk blossoms under the visual of the "thick" text presents a rich taste. The vermilion sealing wax in the upper right corner of the original packaging shows the hard work and persistence of the classic century-old brand; the pineapple flavor conveys a refreshing and light experience through watercolor illustrations. Men and women, young and old, holding this bottle of beverage can be full of artistic atmosphere.

In terms of the use of color, the original Calpis packaging is based on corporate blue, supplemented by texture gold, which not only enhances the level of the visual effect, but also brings customers a noble and extraordinary feeling, so that consumers can have the highest quality drinking experience. For pineapple flavor, sunny golden yellow with calm ink black brings out a steady, subtle and elegant atmosphere, showing a fresh and refined attitude towards life. The high-contrast color scheme allows the packaging to stand out among many competitive products, attracting customers' attention, and monopolizing the topic on the shelf has become the representative product of Calpis.

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