白酒消费群体年轻化
光瓶酒市场超千亿规模
项目背景
今天的白酒消费群体正在趋向年轻化、消费观念也趋向于理性化，消费者从过去追求白酒的豪华包装、高颜值形象，逐步向简单光瓶、高品质光瓶兴起而转变。有数据显示，至2024年，光瓶酒市场将保持15-20%的年增长速度。按照光瓶酒销售增速，2024年市场规模将超过1500亿元。
The liquor consumer group is young
The market of unpacked liquor has a scale of more than one hundred billion
Project background
The liquor consumer group tends to be young; consumption concepts tend to be rational. Consumers have gradually turned from the previous pursuit of the luxurious package and good images of liquor into simple and high-quality unpacked liquor. The figures show that as of 2024, the unpacked liquor market will maintain the annual growth rate of 15-20%. According to the sales growth rate of unpacked liquor, the market size will reach more than 150 billion yuan by 2024.
甲古文创意
赋能光瓶酒年轻化发展
杰出作品
光瓶酒在概念创意、工艺创新、风格融合、造型设计等方面有较大的创意和创新空间，有利于塑造产品个性化、差异化的竞争力。作为中国最具商业价值的快消类产品设计机构，甲古文创意通过对光瓶酒市场的趋势洞察，以个性化的创意设计赋能光瓶酒年轻化发展。
OCD
Empower unpacked liquor with young development
Outstanding works
Unpacked liquor has a greater space of creativity and innovation in terms of conceptual creativity, process innovation, style integration and modeling design, which is favorable for building up personalized and differentiated competitiveness of products. As a design institution of FMCG products with the most commercial values, OCD empowers unpacked liquor with young development through personalized creative design on the basis of its insight into the trend of the unpacked liquor market.
颠覆品类的白酒新物种
泸州老窖·高光
“光瓶酒如何做到‘心行合一’？在高光的设计上，我们基于品牌基因以斐波那契曲线做了视觉符号的创意，演绎全新的时尚高光，打造品牌视觉符号的同时也突出了产品的社交属性。”
New liquor species overturning categories
Luzhou Old Cellar · Gogoon
"How should unpacked liquor 'integrate the mind with action?'" As to the design of Gogoon, we created visual symbols through the Fibonacci curve based on brand gene, so as to show the brand-new fashion highlight, which highlighted the social property of products while creating the brand's visual symbols. "
高光，从某种意义上来讲，它是基于理念创新和消费升级的白酒新物种，它可以说是彻底颠覆了消费者对于传统光瓶酒的产品认知。高光在行业中第一次提出轻奢标准，既是开创了一个新的生活主张，也是真正意义上尊重消费者，摒弃伪创新，让产品真正实现“心形合一”。
通过大胆创新的营销模式，与时尚、艺术等圈层跨界合作，高光不断刷新消费者对白酒的认知，让更多人感知新轻奢主义白酒的独特魅力，充分发挥了白酒的社交属性。
In a sense, Gogoon is a new liquor species based on idea innovation and consumption upgrade, which has utterly changed consumers' product cognition about traditional unpacked liquor. Gogoon proposed the standard of affordable luxury for the first time in the industry, which has created a new proposition about life. It also respects consumers in the real sense, abandons pseudo innovation and makes products truly "integrate the mind with action".
Through bold and innovative marketing mode, as well as cross-border cooperation with the fashion and art circles, Gogoon keeps refreshing consumers' cognition about liquor, enables more people to perceive the unique charm of liquor of new affordable luxury and gives full play to the social property of liquor.
继泸州老窖·高光取得成功后，甲古文创意继续探索光瓶酒的发展空间，围绕瓶型、瓶身色调、设计工艺展开更迭换代和不断创新，携手洋河、宝丰等知名酒企打造全新光瓶酒产品，引领光瓶酒市场的升级趋势。
After Luzhou Old Cellar · Gogoon achieved success, OCD continues to creatively explore the development space of unpacked liquor, and keeps innovating the bottle shape, hue and design techniques. It cooperates famous liquor enterprises like Yanghe and Baofeng to create brand-new unpacked liquor products and lead the upgrade trend of the unpacked liquor market.
名酒复兴
洋河蓝优
“设计不能脱离产品的核心价值，未来传统光瓶酒的升级方向是品牌原有核心视觉资产的保留和优化。经典名酒不仅要保留经典，更要工艺升级、设计优化，打造与时代接轨的新一代名酒光瓶。”
Revitalization of famous liquor
Yanghe Lanyou
"The design cannot be separated from the core value of products. In the future, the upgrade orientation of traditional unpacked liquor is to retain and optimize the original core visual assets of the brand. Classical vintage wine should not only retain the classics, but also upgrade the techniques and optimize the design, with the aim of creating the new-generation famous unpacked liquor in line with the times.
2013年，以绵柔型白酒引领行业潮流的洋河推出主打“亲和力”的光瓶酒——洋河蓝优，多年来得到了市场和消费者的认可。基于洋河的名酒复兴规划，洋河蓝优·精装版登场，我们在保留老产品的瓶型基础上，融入清代瓷器柳叶瓶和葡萄酒经典瓶型勃艮第瓶的特征，器形修长。蓝色与金色的搭配，简约而又高雅，保留了洋河的品牌色，瓶身上的纹路设计，突出洋河蓝优的绵柔口感，打造了产品的个性化和差异化。
In 2013, Yanghe, which led the industrial trend through soft liquor, launched Yanghe Lanyou, the unpacked liquor focusing on "affinity", which has been highly recognized by the market and consumers for multiple years. Based on Yanghe's revitalization plan of famous liquor, the fine-decorated edition of Yanghe Lanyou came on stage. While retaining the bottle of old products, we made the long and thin vessel by integrating the characteristics of willow-leaf-shaped vase, the porcelain of the Qing Dynasty and Burgundy Bottle, the classical wine bottle. The collocation of blue and gold is concise and elegant, which retains the brand color of Yanghe. The design of lines on the bottle highlights the soft mouthfeel of Yanghe Lanyou and creates the personalization and differentiation of products.
让美酒进入百姓生活
宝丰·自由爱
“我们认为未来光瓶酒的设计会更注重质感以及简约的设计表达。从产品理念出发，去掉与品牌无关的内容，简化视觉元素，满足新兴消费群体的审美。”
Make good wine enter the life of the masses
Baofeng · Ziyouai
"We think that the future design of unpacked liquor will pay more attention to its texture and concise design expressions. Starting with product ideas, it will remove contents unrelated to the brand, simplify visual elements and satisfy the aesthetics of emerging consumer groups.
宝丰·自由爱是胖东来团队和宝丰酒业团队共同开发的“大曲清香”“纯粮固态”的优质白酒，主打亲民、高品质，旨在让美酒进入百姓生活。基于产品理念，设计上没有过多花哨，打破束缚、去繁化简，融合了国际化的概念，通过简约时尚的玻璃瓶、大容量瓶身突出产品的质感和高性价比，打造与老百姓生活融为一体的优质美酒。
Baofeng · Ziyouai is a high-quality liquor with "fragrant yeast" and "solid pure grains", which is jointly developed by the DL team and Baofeng team, which focuses on affinity and high quality and aims to make good wine enter the life of the masses. Based on the product idea, the design is not that gaudy. By breaking constraints and simplifying the design, it is integrated with international concepts. It highlights the product's texture and high cost performance through the simple and fashionable glass bottle and high-contained body, and creates the high-quality liquor integrated with the life of the masses.
一切的重塑与创新源自变化
结语
创意不止，不止创意！未来在消费新浪潮下，年轻人逐渐成为光瓶酒新一代意见领袖，甲古文创意将继续以设计驱动商业创新，为光瓶酒年轻化赋能，给白酒市场带来新潮流、新理念、新时尚。
Remodeling and innovation of everything Come from the change
Conclusion
Untiring creation, more than creativity! In the future new waves of consumption, the young people will gradually become the new-generation opinion leader of unpacked liquor. OCD will continue to drive business innovation with design, empower the youth of unpacked liquor and bring new trend, new idea and new trend to the liquor market.
