麥香是一個在台灣已經34年，幾乎所有人都知道的飲料品牌。
The local drinking brand "MineShine" has already been 34 years. It hardly known as everyone in Taiwan.
我們做的SWOT分析如下
We made a SWOT Analysis for it:
優勢＿非常便宜，容易購買
Strengths_cheap and easy to buy
劣勢＿缺乏創新
Weakness_lack of Innovation
機會＿提升品牌形象，還有新型態的行銷模式
Opportunities_upgrade the image of the brand and new type of promotion
威脅＿台灣社會的美學概念正在改變，其他競爭品牌的創意商品越來越多
Threats_the aesthetic conception is changing in Taiwan society, and others competent product getting more and more creative
根據麥香過去的廣告詞
According to its past slogans,
「麥香，人情味更香」
「熟悉的麥香，原來我們這麼近」
「熟悉的麥香最對味」
到近期的強力在廣告上播送的廣告曲
「麥～麥～dear friend...」
可以發現品牌宗旨在強調人與人之間的關係
we found that the brand emphasize the relationship between persons.
而麥香近一兩年的廣告，也已經年輕化，主要客群針對國中高中生
The advertisement of "MineShine" has getting younger the past 2 years, and the target customers focus on Junior and High school students.(13-18 years-old)
但仍與其他競爭品牌差異不大，而且品牌雖已年輕化，但廣告與包裝還是沒有跟上時代的變化
However, the difference between other competent product is still little. Although it's more younger, the advertisement and the package design are not follow the changing of era yet.
我們想要做的是
All we wanna do is
1.深入地強調品牌宗旨
More deeply emphasize the conception of the brand
2.包裝風格創新
Package style innovation
Concept 1
THE TEMPERATURE OF HAND
將人和人之間的溫度視覺化，喝著飲料的同時也像和麥香牽著手一樣，加上麥香主要的麥子形象作插畫。
Visualize the temperature between persons. Hand in hand with MineShine when person drinks the MineShine. Make the bright illustration with wheat.(The most important image of MineShine)
人情味重新定義
RE- defining hostility in teenagers
一起體驗青春及玩樂，成長的挑戰都是一場派對。
experience youth and joyful, all the challenge of growing up are a party
Concept 2
麥BUDDY / MINE BUDDY
在所有校園生活裡有最多歡樂及回憶的就屬於社團時光了，在社團裡面付出的努力，使人輕易察覺自身的成長，而在青少年時期更重要的是，與夥伴一起經驗的一場成長派對。
The club time is more happy and memorable in the normal school life. It's easy to be aware of the self-growing by all the effort you do in the club. Beside, the most important for teenagers is experiencing a huge party about growing
simultaneously with other partners.
「麥buddy」的設計就藉由不同的社團時光來引起共鳴，並且一次一對，讓朋友們可以各買一瓶互相乾杯，不但有插畫上隱形的連結，也有現實中實際的互動。
This design evokes student's resonance by some kind of school clubs in Taiwan. 2 pairs of 1 flavor. Teenager can buy 2 pairs of them and say cheers together. It provides not only the invisible connection on the illustration, but also interaction in the reality.
由於麥香是一個擁有悠久歷史的品牌，換了設計也要保留原先不同口味的標準色，讓人們可以直覺地聯想到這個品牌。
Because "MineShine" is a long historical brand, we'll keep the standard color of each flavor despite changing the design. It would make customers to associate directly this brand.
Package desiner_TSAITSAITSU / HO YING CHING
