독자성이 강화된 농부산천 NFC 주스 패키지 리디자인 연구- 중국 Z세대를 중심으로 -

Abstract

As consumer demand diversifies and beverage types become increasingly specialized, the dynamics of consumer groups and consumption patterns in the Chinese juice market are rapidly evolving. NFC juice, known for its exceptional freshness and superior nutritional content without artificial additives, is becoming increasingly popular among Chinese consumers, with sales growing annually. Despite this popularity, leading brands like Farmer's Thousand face intense competition, prompting them to innovate their packaging to attract China's Generation Z. This study aims to significantly enhance the appeal of Farmer's Thousand NFC Juices to Generation Z through unique and distinctive packaging designs. It involved an analysis of the top 7 brands listed in the 2004 "Brand Network" popular NFC juice list, exploring the intricate relationship between product uniqueness, Generation Z preferences, and innovative packaging design. The study included a thorough review of current NFC juice packaging trends in the market, supplemented by detailed focus group interviews and a comprehensive SWOT analysis, leading to the creation of 12 package design drafts. The final design, chosen based on expert and consumer feedback, leverages unique illustrations, vibrant colors, innovative shapes, and prominent brand logos to effectively boost the purchase intentions of Generation Z consumers. This approach demonstrates that innovative packaging can not only capture consumer attention but also stimulate purchase desire, and ultimately enhance product value.