산사춘 패키지의 라벨디자인 리뉴얼 제안

Abstract

Our ancestors developed brewery technique with plants in the liquor or steeping herbs, and they treated traditional liquors to their guests with courtesy and sincerity. However, although these traditional liquors are the cultural heritage, their environment including production, distribution, and development is very poor. Also, the share of traditional liquors is low among the domestic liquor market. In the paper, we propose the label design renewal of sansachun package label that has been interested as the domestic fruit wine by the consumers. The suggestive design is to implement the idea to be utilized as the communication tool for the campaign. To do this, based on the consumer survey results three concepts were developed. Next, the designs by each concept were proposed. Three design drafts were proposed from the determined concepts. A character was developed to apply the campaign idea to the final package design and it was used as the campaign tool attaching the double sticker label in the back of the container for consumer communication. It is anticipated that the domestic quality traditional liquors meet the consumer’s needs upon establishing the identity to fit in the changing trend and maintaining the consistency, furthermore, it becomes a good chance to sympathize and communicate with customers.