Momenten: A Fun and Unique Packaging Design

Creating an Engaging Visual Identity for Momenten Sparkling Wine

As the slender cans maximize the size of the brand name 22:15, how could the remaining space differentiate the brand? During the process of cooperation, we discovered that the founding team was a group of very funny and absurd young people with all kinds of weird ideas, and we laughed our heads off at every creative meeting, which is exactly what light and delicious sparkling wine feels like. So we decided on the keywords of this visual upgrade: interesting, relaxed, and fun.

Momenten is a sugar-free sparkling wine brand that aims to capture the essence of the right moment to drink. With a brand name that already leaves a lasting impression, the challenge was to create a visual identity that sets it apart from other sparkling wine brands.

During the design process, the team at E2W Studio stumbled upon an odd emoji composed of ":" and "1" that sparked their interest. They decided to create a series of playful characters inspired by this emoji, known as bubble monsters. Each bubble monster's shape corresponds to a different taste profile, with softer tastes represented by rounder shapes and more pungent flavors depicted with sharper edges. This not only adds a touch of humor but also helps consumers choose their preferred taste.

The packaging design for Momenten features the bubble monsters prominently, creating a visual language that is both intriguing and fun. The depth of 180mm and height of 140mm provide ample space to showcase the unique characters and the Momenten branding.

After the success of the basic line, E2W Studio was also tasked with designing the packaging for the diffusion line KAI. The KAI line embodies a dizzy and open-minded state, evoking a party mood. With a 9-degree alcohol content, these products are designed to make people feel happy and embrace the joy of drinking.

The Momenten project was completed in 2021, and the design team conducted extensive research to understand the target audience and their preferences. The brand proposition and manifesto of Momenten resonate deeply with young adults, particularly those born after 1995, who value uniqueness and self-expression. The design concept aims to create interesting consumption and life scenes that align with the lifestyle of young people.

One of the main challenges faced by the design team was to visually express the wonderful state of being dizzy and vogue, bringing people into an open visual experience. The result is a packaging design that captures the attention and imagination of consumers, inviting them to indulge in the Momenten experience.

With its innovative approach to low sugar-free sparkling wine, Momenten is paving the way in a new category of low-alcohol beverages. The brand aims to continue resonating with young people and become a beloved choice among alcoholic beverages, standing the test of time and shining brightly for years to come.

This exceptional packaging design for Momenten has been recognized with the Bronze A' Design Award in the Packaging Design category in 2023. This prestigious award honors designs that demonstrate outstanding creativity, resourcefulness, and technical skills, contributing to improvements in quality of life and making the world a better place.

Project Details and Credits

Project Designers: Hengchen Shi
Image Credits: N/A
Project Team Members: Hengchen Shi
Project Name: Momenten
Project Client: Hengchen Shi

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