Revolutionizing Brandy: Mminni-X-Lab

Brandy Redefined for the Young and Adventurous

The inspiration behind the Mminni-X-Lab design came from the desire to appeal to the younger generation's love for novelty and trendiness. Traditional brandy packaging, often perceived as old-fashioned, fails to resonate with this demographic. The designers, therefore, sought to create a product that would not only be appealing but also integrate seamlessly into the lives of young people.

The Mminni-X-Lab is a brandy specially designed for young people. The "X" in its name symbolizes the unknown, infinite possibilities, goals, and hopes, reflecting the fearless exploration spirit of young people. The design concept is rooted in the idea of "towards the unknown, to shine brightly". The design uses the elements of the "unknown" and "colour" to break away from traditional brandy perceptions and create a unique brand identity.

The product includes a base wine, a blended wine, and a set of wine mixing tools. The packaging primarily uses glass material with a decorating firing process, while the wine box adopts a plastic mould process. The design also encourages interaction, allowing consumers to use the mixing tools to create their unique flavor.

The Mminni-X-Lab project was realized between February and May 2020 in Shenzhen, China. The designers identified that young people account for a small number of brandy consumers, and the product offerings were single and lacked emotional interaction. With Mminni, they aimed to connect with young consumers on multiple dimensions, creating a fresh consumer experience.

The design faced the challenge of activating the incremental market of brandy in China among young consumers. However, through interaction and a fresh sense of experience, the designers hope to expand the business boundary of the brandy market. The Mminni-X-Lab was recognized for its innovative approach and awarded the Golden A' Packaging Design Award in 2021.

In conclusion, the Mminni-X-Lab is a testament to how innovative design can revolutionize traditional products. By focusing on the preferences and lifestyle of the younger generation, Wen Liu, Qiumin Chen, and Weijie Kang have created a brandy packaging that is not only visually appealing but also interactive and engaging, setting a new standard in the brandy market.