Vinopop

CLIENT:
SERVICE:

Vinopop
品牌设计 / 品牌策略

Vinopop 致力于为城市年轻群体构建一个消除距离感的感官接口。我们面临的核心挑战在于：如何打破葡萄酒传统、刻板的阶级化审美，将开瓶时的“Pop”瞬间转化为具备情绪张力的视觉符号。通过对“奇思妙想”与“光怪陆离”的风味转译，我们旨在将葡萄酒从特殊场合的奢侈品，重构为日常社交中的潮流媒介。

Vinopop is committed to building a sensory interface to eliminate the sense of distance for young urban groups. The core challenge we face is: how to break the traditional and rigid class aesthetic of wine and instantly transform the ‘Pop’ when opening a bottle into a visual symbol with emotional tension. Through the flavor translation of "whimsy" and "strangeness", we aim to reconstruct wine from a luxury in special occasions into a trend medium in daily social life.

视觉策略：街头涂鸦与原生材质的冲突美学

· 标识逻辑：线段涂鸦与文字的解构实验视觉核心采用了线段涂鸦式的字体设计，通过随性且具动感的解构处理，模拟街头艺术的即兴感。这种处理手法摒弃了传统酒标的严谨，在第一视觉端建立了“Pop Open the Fun”的松弛趣味。

· 材质语法：复古半调与原生牛皮纸的质感堆叠色彩体系选用极简黑白，并大面积应用原生牛皮纸材质，在酷感中揉进自然的质朴温度。通过复古半调网点与植物系贴图的拼贴应用，既完成对“风土生长”的意象还原，又为品牌叠加上一层厚重的潮流厚度，精准狙击年轻受众的审美偏好。

Visual Strategy: Conflict Aesthetics between Street Graffiti and Native Materials

· Logo logic: the visual core of the experiment of line graffiti and text deconstruction adopts line graffiti font design, which simulates the improvisation of street art through casual and dynamic deconstruction. This treatment method abandons the rigor of traditional wine labels and establishes the relaxation interest of ‘Pop Open the Fun’ at the first visual end.

· Material grammar: the color system of retro halftone and original kraft paper texture stacking is minimalist black and white, and the original kraft paper material is applied in a large area, and the natural and simple temperature is rubbed into the cool feeling. Through the collage application of retro halftone dots and plant system maps, it not only restores the image of "local growth", but also superimposes a thick layer of trend thickness on the brand, accurately attacking the aesthetic preferences of young audiences.

商业价值：视觉话语权驱动的日常化渗透

整套 VI 系统通过对包装媒介的“去标签化”改造，使其不仅是产品的附属，更是品牌与 Z 世代对话的社交资产。这种具备街头 Vibe 的差异化设计，助力 Vinopop 迅速切入年轻人的日常生活场景，实现从品类破圈到心智占领的品牌跃迁。

Commercial Value: Daily penetration driven by visual discourse power

The whole VI system, through the ‘de-labeling’ transformation of packaging media, makes it not only an accessory of the product, but also a social asset for the dialogue between the brand and the Z generation. This differentiated design with street Vibe helps Vinopop quickly cut into the daily life scenes of young people and realize the brand transition from category destruction to mental occupation.

CONTACT

业务咨询

enco1995@foxmail.com
成都德必川报易园

Business Inquiring

enco1995@foxmail.com
DoBe Sichuan Daily E-Park, Jinjiang, Chengdu

社交媒体

小红书
YE4LAB视觉设计

Social Media

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