褚橙NFC橙汁包装设计
Chu’s Orange Juice Packaging Design
已故的褚时健先生，是当代最具励志意义的商业人物之一。上世纪70年代，他带领团队将红塔集团打造为当时中国利税贡献超300亿元的最大企业。后因罪入狱，出狱时已74岁高龄，却毅然承包荒山再度创业，历经十余年艰辛，最终以88岁高龄重新成为年销售额数亿美元的“中国橙王”。
针对这款鲜榨橙汁，包装设计采用橙子几何形态的超级符号，以最直观的方式体现产品特点，增强终端展示功能，在商超中最大化占据视觉焦点。
The late Mr. Chu Shijian was one of the most inspiring contemporary business figures in China. In the 1970s, he led his team to build Hongta Group into the largest enterprise in China at the time, contributing over 30 billion yuan in taxes and profits. Later imprisoned on criminal charges, he started over at the age of 74 by contracting barren mountain land. After more than a decade of hardship, he re-emerged at 88 as the “Orange King of China,” with annual sales reaching hundreds of millions of dollars.
For this fresh orange juice, the packaging design uses the geometric form of the orange as a super symbol, directly conveying the product’s core attributes, enhancing its display function at the point of sale, and maximizing visual prominence in retail settings.
