Mminni Алкоголдук суусундуктун таңгагы

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.

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.

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.