196 Juice Sparkling Wine

This case relates to the label design of “-196 Juice Sparkling Wine”. As a light drink sold in bars, nightclubs and other entertainment venues, this product is tailored for young consumers. This motivates the designer to look for some trendy elements that are linked with the nightclub culture and specific to young groups. As inspired by this special need, the whole label is widely covered by black hue. Street culture and graffiti art are considered as one of the iconic culture elements of the young generation, where black is a dominant color perceived as rebellion, essence and independence. This confers the product a personalized, unconventional and avant-garde trend image. The black background color fits well with night activities and nightclub setting which is closely linked with the pursuit of young consumers for unique experiences in nightclub, immensely driving the perceived coherence between the product and nightclub culture. In the primary visual zone, the key brand information “-196” stands in the center of the black background as an absolute focus. The designer intends to imply the use of a key technology - ultra-low temperature liquid nitrogen freshness retaining technology. In the packages categorized by different flavors, the logo “-196” that is encircled by bright colors linked to fruit types, and the implied information of liquid nitrogen freshness retaining, are intended to readily convey the unique taste and freshness of the drink. In the functional publicity area, the modern industrial technique “line drawing graffiti” is taken to depict the whole process from material collection, shipping to brewing, which is not only interesting, but also reconciles with the trendy style perceived from the whole package. Looking back at this design, a trendy and uncluttered visual effect is created from the whole package, the key information stands out, and a close attention is shifted to the culture of young group from a unique perspective.