Communication

VIVI Cocktail

Extra Form

Country	China
Year	2025
Award	WINNER
Affiliation	EASTROC BEVERAGE GROUP Co., Ltd.
Designer	EASTROC
English	VIVI Cocktail employs flat design and spectrum-style color blocks to reduce visual clutter, constructing a clear category perception. Even when simply displayed on shelves, this packaging design effectively conveys a modern and stylish aesthetic. It features a 25° tilted modern black font for the word "Cocktail" on the cylindrical bottle, fully presenting the main information and maximizing the frontal display area. The enlarged and bold black font delivers a striking visual impact, drawing consumer attention and clearly conveying its selling points. The design uses space ingenuity to maximize the visual transmission of its information.
Native	VIVI鸡尾酒以极简主义为设计语言，外观去除多余元素，仅保留基本形式与功能，突显每个组成部分强调的核心信息。通过扁平化风格与波谱风格色块的运用，本包装设计减少了视觉负担，构建了清晰的品类认知，即使在货架上简单陈列，也能有极为有效地传递现代感与时尚美。 本设计以空间巧思实现最大程度的视觉信息传递，于圆柱瓶体上采用25°倾斜设计的现代黑体“鸡尾酒”汉字，完整呈现产品主要信息，且最大化正面展示面积。放大的加粗黑体字样以醒目的视觉冲击力，吸引消费者视线且清晰传递产品的卖点，提升整体关注度。 VIVI鸡尾酒包装采用明快缤纷的色彩，唤起消费者的愉悦情绪，同时展现各款鸡尾酒的独特个性。鲜明的橙色、青色与粉色对应柑橘、青提、白桃三种口味，通过视觉效果激发味觉共鸣，清新果味尽在舌尖。此外，亮色的“V”与金属色铝罐形成鲜明对比，更能突显出果味鸡尾酒的清爽与活力。 此设计专注于用户体验，通过简洁的版面布局，以及策略性分区排列的文字信息，确保了整体设计的清晰和谐。并且创新地将配料表置于罐颈，更易于阅读，从而优化了消费者的决策过程，使得购买和使用体验更为便捷舒适。 此包装主要由铝材制作而成，表面经磨砂光油处理，赋予细腻触感。视觉上通过铝金属原色与鲜艳的产品色形成鲜明对比，强化质感的同时，凸显现代美感。饮用完毕后，可将铝罐回收进行再利用，完美契合绿色可持续发展的设计理念。
Positive Comments
Judging Comments	VIVI Cocktail’s packaging has been praised for its modern and impactful visual identity. The flat design and spectrum-style color blocks create a clean and organized aesthetic, enhancing category recognition at a glance. The 25° tilted bold typography on the cylindrical bottle maximizes visibility, ensuring key product information stands out. This design effectively balances simplicity with striking visual impact, making it a standout on retail shelves and reinforcing the brand’s contemporary and stylish appeal.

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