The inspiration for the design came from the desire to create an immersive experience through printing alone. The design team faced the challenge of conveying themes of life and nature on a label with a display-effective visual area of just 8x10cm. The solution was found in the refraction of light by water, which enlarges images and curves their edges, creating a lens effect that intensifies spatial and depth perception.
The label design was printed on both sides of the bottle. The front features a hollow image of animal protection in the Changbai Mountain water source area, while the back displays the real-life snowy mountain landscape in the same area. As the bottle is rotated, the focus shifts between the foreground and background, creating a parallax effect that makes the stationary scenery appear to move. This interactive concept creates an instant spatial and immersive feeling.
Changbai Snow Natural Spring Water is derived from the primitive forests of Changbai Mountain, a region covered with white snow all year round. The design team wanted to transport consumers to this remote water source, allowing them to observe the agile figures of wild animals and the changing light and shadow of the real-life snow mountain. The goal was to awaken people's love for nature and their sense of responsibility towards environmental protection.
The design process involved careful consideration of production conditions to produce the best results. The bottle label design uses double-sided printing, and during the design process, various perspectives of the foreground and background were overlaid and repeatedly tested to achieve the best performance. The ink coverage and transparency were also repeatedly tested to find the best balance point. The result is a design that embodies simplicity and modernity, presenting consumers with a carefully crafted immersive sensory experience.
In conclusion, 37Design's Changbai Snow packaging design is a testament to the power of design in conveying a strong environmental message while providing an immersive sensory experience. It's a design that not only stands out on the shelf but also resonates with consumers, fostering a deeper connection with nature and promoting environmental responsibility.
Project Designers: 37°Design
Image Credits: 37°Design
Project Team Members: Creative Direction： Ma Cong Art Direction：Yang Zhen (Nongfu Spring) Design：Ma Cong, Mei Wei Illustration：Pan Junfan Photography：Li Jiahao
Project Name: Changbai Snow
Project Client: 37°Design