Gold Packaging Design · 2021
Mminni Alcoholic Beverage Packaging
by Wen Liu, Qiumin Chen and Weijie Kang
- A' Design Award 2021 Gold Winner in Packaging Design
- Awarded April 15, 2021
- CLIENT: Changyu
- Estimated Number of Design Views: 33,305
- Verification code BC1E0D6B54 · Verify this award
About Mminni Alcoholic Beverage Packaging
Mminni is a packaging design for a brandy created for young consumers. The set contains a base wine, a blended wine and a group of mixing tools, so a personal flavor can be prepared without buying extra products. The letter X stands for the unknown and for open possibilities, and color is used to move the product away from the traditional look of brandy. The bottles are made of glass with a decorating firing process, and the box is formed by plastic molding. The set measures 198.8 by 122.8 by 122.8 millimeters.
Within the contemporary landscape of premium beverage packaging, Wen Liu's Mminni Alcoholic Beverage Packaging emerges as a compelling meditation on the intersection of scientific methodology and artisanal craft, transforming the familiar vocabulary of laboratory equipment into an invitation for sensory exploration and creative mixing. The design strategically appropriates the iconic Erlenmeyer flask silhouette, a form universally associated with precision, experimentation, and discovery, repositioning these connotations within the context of beverage enjoyment and personal expression. This conceptual framework extends throughout the presentation, from the graduated measurement markings etched onto the primary vessel to the test tube arrangement within the accompanying gift set, establishing a coherent visual narrative that celebrates the craft of mixology as a form of personal laboratory practice. The chromatic strategy demonstrates considerable sophistication, employing a vibrant complementary opposition between the cerulean blue field and warm terracotta surface that generates immediate visual magnetism while allowing the amber spirit and jewel-toned accent vials to assert their presence as chromatic protagonists. The bold X graphic element, rendered in pristine white, functions simultaneously as brand identifier and symbolic marker, its crossed form perhaps suggesting the convergence of ingredients, the multiplication of possibilities, or simply the designation of experimental territory. Material choices reinforce the laboratory metaphor through emphasis on glass transparency and acrylic clarity, creating opportunities for light interaction and visual depth that reward sustained examination. The packaging system suggests an experiential journey beyond mere consumption, inviting the recipient to engage actively with flavor combination and personal discovery. What does it mean when the language of scientific inquiry becomes the vocabulary of pleasure and conviviality?
Press Kit
- Unique Properties
- "MMINNI-X-lab" is a brandy specially designed for young people. "X" means unknown, infinite possibilities, goals and hopes in the design, which represents the fearless exploration spirit of young people. The idea of design inspired by the product concept of "towards the unknown, to shine brightly". In order to get rid of the traditional idea of brandy and produce a unique brand recognition, the design uses "unknown" and "colour" as the creative point to attract young people.
- Dimensions & Packaging
- Width 198.8mm* Depth 122.8mm* Height 122.8mm
- Tags
- X-lab, unknown, exploration, fashion, interaction, mixing
- Production Technology
- The product includes a base wine, a blended wine and a set of wine mixing tool.It mainly uses glass material with decorating firing process, while the wine box adopts plastic mould process.
- Design Challenge
- The rise of consumption among young people has given birth to a new era of consumption, and is also giving birth to a new round of product revolution. Brandy occupies a small proportion of the young market now. Through interaction and a fresh sense of experience, designers want to use this product to activate the incremental market of brandy in China and expand the business boundary of brandy market.
- Project Duration
- 2020.02~2020.05 Shenzhen, China
- Operation Flow
- Consumers can easily use the mixing tools to make a unique flavor. Also this design is based on 2 elements, the unknown and the color. They are the core value and personality of the brand, which making the communication easier between the brand and the young people. They also reflect the core innovation-the concept of exploring the unknown and blooming the color. At the same time, the general brandy is relatively strong, and the blending requires additional purchase of blended products. MMINNI-X-lab breaks the inherent thinking of consumers and becomes a unique product in the market.
- Research
- Young people account for a small number of consumers in brandy, and the product is single and there is little emotional interaction with consumers. Designers believe by successfully connecting to young consumers, this is the key to the future market. "MMINNI" is a casual liquor specially designed for young people. It holds brand attitude and value proposition, which are the core of brand personality.It can connect young people from many dimensions, walk into their inner world, and create a fresh consumer experience!
- Inspiration
- Fashion, composed of freshness and trendy sense. Young people like to constantly try new and interesting stuffs, while traditional old-fashioned products can't attract them. On the other hand, they like the trendy consumption experience. So if the product wants to please young people, it needs to be close to them and integrate into their lives.
Colors of Mminni Alcoholic Beverage Packaging
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