Analyze Fazeya home textile packaging ideas

As the home textile industry has gradually grown in size and the consumer's rational return, the various home textile brands have correspondingly extended from the design and quality issues of the product itself to the image design. For brands, the product categories are basically similar. With the promotion of the eyeball economy, if we can add a unique packaging to our products, we will be able to differentiate our products from many similar brands and promote consumers' desire to buy. .

In 2005, Fazeya Home Textile launched a brand new product package. Its creativity uses Fazeya's unique resource, clay-colored sheep shading, to reflect the natural and fashionable product positioning of Fazeya Home Textiles.

National Collection of Mascots for the Year of the Sheep In 1991, during the Year of the Sheep in China, Liu Ruiqi began his Hengyuanxiang brand management process. After 12 years of development, the Hengyuanxiang brand has become a household name, and the image of its woollen products experts is well-received.

In 2003, on the basis of the Year of the Goat, Hengyuanxiang decided to create a young, fashionable and brand-new brand, Fazeya.

The original intention of creating this brand was to make it with Hengyuanxiang. As early as mid-to-late September 2002, Heng Yuanxiang joined with more than 50 media across the country to collect Chinese mascots for the Year of the Ram. This information is broadcast on CCTV's prime time every day. In just three months, the jury received more than 3,000 entries. Finally, Shaanxi's famous folk artist Hu Xinmin's clay sheep came to the fore. (see picture 1)

The appearance of the clay sculpture sheep was immediately recognized by the stamp design expert of the State Post Office and was recognized as the main pattern of the 2003 Lunar New Year stamp.

The sheep was named Fortune Sheep, and the English name Fazeya of the rich sheep was born.

The rich sheep are derived from the folk crafts of Baoji Fengxiang. Each color on the body has a very good meaning. For example, the red characters on the front of a clay sheep's chest symbolize life, the noble meaning of the sweet-scented osmanthus flowers, and the golden horny curled horns. It seems that the foal in the Buddha's eight treasures takes the meaning of the town house to exorcise evil spirits and increase the happiness of the Buddha.

In order to better promote the corporate culture of the Hengyuanxiang Group and realize the “national and differential” corporate strategy, Fortune Yangjiafang integrated the brand concept embodied in the image of the Fortune Sheep into the visual image design of the production packaging in 2005. .

Clever use of color docking wool spirit

Some people say that nationality is the world. But how can we integrate the image of the Fortune Sheep into the packaging so that things like the sheep of the rich sheep can really go to the world?

On May 11, 2004, the annual meeting of the International Wool Textile Organization was held in Evian, a small French town in the mountains and lakes. Liu Ruiqi, Chairman of the Group, was invited to attend the meeting as Chairman of the China National Committee of the International Wool Spinning Organization. He also attended the roundtable forum as a special guest. When discussing the global wool brand, Liu Ruiqi elaborated his point: Wool is spiritual, wool is beautiful, wool is fortune, and wool is fortune.

In this way, it inspired the creation of the LOGO for Sheep Home Textiles. The LOGO of the Fortune Sheep is made up of eight flexible and jumping ribbons. The colorful color symbolizes a colorful home world. The symbolic meaning of color interprets the spirit of wool, which is another essential element in packaging design.

The eight colors of the red sheep, pink, bright yellow, green, dark green and light gray of the fortune sheep are respectively connected to the eight major wool spirits. The specific description is as follows: (see Figure 2) "Da Hong", in the hearts of the Chinese, represents the meaning of the Great Dili, and the "auspiciousness" of the spirit of the wool - Dahong represents good luck.

"Peach" stands for "freshness," and there is a feeling of a young girl in the middle of the world. The "beauty" that is connected to the spirit of wool - pink is beautiful.

"Bright Yellow", China's history to the Ming and Huang dignified majestic, rich, royal imperial colors, docking in the spirit of wool "wealth" - Ming and Huang represents wealth.

"Green" highlights the brand positioning of "natural" sheep's home textiles, and "natural" butt-joint to the spirit of wool - green represents nature.

"Dark green" is a color full of personality, and it also caters to the positioning of "Fashion" of the sheep's home textiles. The "Fashion" that is connected to the spirit of wool - the dark green represents fashion.

"Light gray" symbolizes "elegant" and "elegant" and "noble" butt-connected to the spirit of wool - light gray stands for nobility.

Packaging shading distinguish product series

Fortune Sheep Home Textiles is principally engaged in the production and sales of natural fibers, blended fibers, and chemical fiber products. In order to highlight the “differentiated” positioning of the Fortune Sheep in 2005, the product packaging of the Fortune Sheep Home Textiles will use three different expression methods to reflect the characteristics of the three major categories of products based on the shading of the color sheep. The fortune of the rich sheep is auspicious, of which the curled shofar and the four-petaled osmanthus are the basic elements of the packaging shading design.

The shading of the natural fiber product packaging: the combination of the pattern patterns of the snails and osmanthus flowers, and the colors are more harmonious and elegant. (See Figure 3)

Blended fiber product packaging shading: from the combination of pattern patterns of the snail and osmanthus re-combination, the shading with a dot-like gradient of expression techniques, highlighting the "concise color", "fresh and bright." (See Figure 4)

Chemical fiber products packaging shading: the pattern of the law snail and sweet-scented osmanthus as the main body, shading the use of sketch painting expression techniques, highlighting the "concise pattern", "light and elegant." (See Figure 5)

In order to achieve a series of simple and fashionable design, the product image and corporate image have been enhanced, reflecting the creative theme of “feeling at home”.

There are many aspects to the differentiation of a brand. Such as the unique mode of operation, such as excellent quality and a full range of product lines, as well as new brightening packaging design.

From the perspective of human physiology, when the consumer accepts external stimuli, his sensory system will produce a certain reaction, thus forming a sensory stimulus. Compared with sensory effects such as touch, taste, hearing, and pain, visual sensory effects are the most direct and obvious.

The product packaging of Fortune Sheep Home Textiles captures this point, and uses color sheep, a non-replicable resource, to vigorously explore and integrate its own resources, and to create impact packaging based on colored sheep shading. To contribute to the ultimate realization of the "national, difference" corporate strategy.

(Source: Hubei Packaging Network)