SONGMUZI WATER
我们制定了一套直接清晰易读的视觉策略, 借用消费者熟悉的瓶装水识别线索, 帮助他们快速建立对这一新品类的理解。这并不是对塑料包装的简单模仿, 而是针对一个缺乏市场先例的品类, 所建立的一种有意识的过渡性沟通界面。
This was not a simple imitation of plastic packaging, but a deliberately constructed transitional communication interface for a category with little precedent in the market.
Brand Identity品牌视觉
Packaging包装
Creative Direction艺术指导
我们为 Songmuzi water 打造了一套以环保理念为驱动的铝罐水包装系统, 并同步完成了品牌视觉的更新与重塑, 引入了一种在中国市场中相对少见的产品形态。该项目旨在推广一种相较塑料瓶装水更具可持续性的替代方案, 同时回应一个关键的市场挑战：在中国, 罐装水几乎没有现成的消费者认知参照。 在品牌视觉重塑中, 我们为 Songmuzi 建立了一个更加柔和、亲近且具流动感的视觉核心。全新的字标以连续的手写式结构展开, 饱满圆润的笔画弱化了铝罐材质可能带来的工业感, 也让品牌从传统水品类常见的功能化、理性化表达中脱离出来。它既回应了“水”的自然流动感, 也为铝罐这一相对陌生的包装形式建立了更容易接近的情绪入口。 在这样的语境下, 如何让消费者第一时间识别并理解产品, 成为降低沟通成本的关键。因此, 我们制定了一套直接、清晰、易读的视觉策略, 借用消费者熟悉的瓶装水识别线索, 帮助他们快速建立对这一新品类的理解。这并不是对塑料包装的简单模仿, 而是针对一个缺乏市场先例的品, 所建立的一种有意识的过渡性沟通界面。 通过品牌视觉的整体更新与包装系统的协同构建, 该项目有效降低了消费者对陌生包装形式的认知门槛, 帮助客户更顺畅地将铝罐水引入市场, 同时也为中国可持续水包装提出了一种新的可能路径。
We created an environmentally driven aluminium-can water packaging system for Songmuzi water, while also refreshing and redefining the brand’s visual identity. The project introduced a product format that is still relatively uncommon in the Chinese market. It aimed to promote a more sustainable alternative to plastic bottled water, while also addressing a key market challenge: in China, canned water has almost no existing consumer reference.
As part of the brand refresh, we developed a softer, friendlier, and more fluid visual identity for Songmuzi. The new wordmark is built with a continuous handwritten structure, and its rounded, full strokes help reduce the industrial feeling that aluminium packaging can sometimes create. This also allows the brand to move away from the functional and rational style often seen in the water category. The identity reflects the natural flow of water, while creating a more approachable emotional connection for this relatively unfamiliar packaging format.
In this context, helping consumers quickly recognize and understand the product became key to lowering communication cost. We therefore developed a visual strategy that is direct, clear, and easy to read, drawing on the familiar cues of bottled water to help people quickly understand this new category. This was not a simple imitation of plastic packaging, but a deliberate transitional communication interface created for a category with little precedent in the market.
Through the combined update of the brand identity and packaging system, the project lowered the cognitive barrier around this unfamiliar packaging format, helping the client bring aluminium-can water to market more smoothly, while also proposing a new possibility for sustainable water packaging in China.
