近日，作为“全球创意设计领域最具影响力的国际奖项之一”的美国MUSE Design Awards（缪斯设计奖）2024年度评选结果正式揭晓，“壹峰创新”作品《轻餐天使》荣获 2024第10届美国 MUSE 缪斯设计奖—银奖，再次赢得权威认可。
获奖作品请查看官网链接：https://design.museaward.com/winner-info.php?id=24876
MUSE 设计奖由国际奖项协会(IAA)于2015年设立，作为 MUSE 奖项计划的一部分，旨在赞扬和表彰世界上最好的设计和创新。IAA 成立的使命不仅是荣誉和促进，而且重新定义基准，以表彰杰出的设计和媒体的贡献。这一使命在塑造 MUSE 设计奖的原则和目标方面发挥了关键作用。突出美学和功能性，MUSE 设计奖表彰优秀的各种设计学科，包括建筑设计，室内设计，产品设计，景观设计，灯光设计和包装设计。来自世界各地的参赛者参与，展示激发和重新定义设计和创造力领域的创新。
产品/包装/品牌名称：轻餐天使
Product Name: Light Meal Angel
设计单位：北京壹峰创新广告有限公司
Design Company: Beijing Yifeng Innovative Advertising Co., Ltd.
主创设计师：曲亿峰 张丽夫 刘飞
Chief Designer:Qu Yifeng, Zhang Lifu
设计时间：2024年3月
Design Time: March 2024
上市时间:2024年6月
Time to market:June 2024
藕粉是江浙沪的传统小吃，风味独特营养丰富，是一款老少咸宜的滋补类甜品。然而，藕粉本身的使用场景较为局限，普通藕粉以早餐、甜品为主要宣传场景，江浙沪以外的地区没有食用藕粉的习惯，存在着人群限制和场景限制的双重困境。
Lotus root powder is a traditional snack in the Jiangsu, Zhejiang, and Shanghai regions of China, known for its unique flavor and rich nutrition. It is a nourishing dessert suitable for all ages. However, the use scenarios of lotus root powder are quite limited; traditionally, it is marketed mainly as a breakfast or dessert item, and outside the Jiangsu, Zhejiang, and Shanghai areas, there is no habit of consuming lotus root powder, facing limitations in both consumer demographics and usage scenarios.
为了跳出传统局限，重新在快速发展的时代中寻找新机遇，我们基于藕粉天然的养胃和轻盈属性，用户瞄准当代年轻人，当代年轻人自诩“脆皮青年”，已经是养生赛道的预备选手。基于年轻人轻养生和养胃的双重需求，我们找到品类创新点，将品牌定位为全面营养轻代餐养胃藕茶，塑造品牌超强流量体。
To break away from these traditional constraints and seek new opportunities in a rapidly evolving era, we have focused on the natural stomach-nourishing and lightweight properties of lotus root powder. Our target audience is modern young people, self-styled as "crispy youth," who are already on the path to wellness. Based on the dual needs of young people for light wellness and stomach nourishment, we have found innovative points for the category, positioning the brand as a comprehensive nutritional light meal for stomach nourishment called lotus tea, creating a brand with strong traffic potential.
在年轻人的印象里，天使代表纯洁和美好，是人间正能量的化身，与西子玉藕零售品牌调性吻合，轻餐天使应运而生。
In the minds of young people, angels represent purity and goodness, embodying positive energy on earth, which aligns with the brand tone of West Lake Lotus retail brands. Thus, Light Meal Angel was created.
我们的包装灵感来自于天使，轻餐天使，我们以此命名，寓意着轻盈与健康，愿它如同真正的天使一般，唤醒年轻人内心深处对生活的热爱与向往。从关爱自我开始，从呵护肠胃做起，我们倡导一种积极向上、充满活力的生活方式，让每个人都能以最好的状态，拥抱每一个美好的瞬间。
Our packaging inspiration comes from angels, aptly named Light Meal Angel, symbolizing lightness and health, wishing it to awaken the deep love and longing for life in young people. Starting with self-care, particularly gastrointestinal care, we advocate a positive, energetic lifestyle, enabling everyone to embrace every beautiful moment in their best state.
天使的形态，宛若人间之姿，其周身散发着柔和而璀璨的光辉，头顶之上，光环环绕，更添神圣之感。我们采用膜切的形式，使包装上天使的羽翼轻轻展开，这翅膀之姿，成为了我们品牌最为醒目的标志——品牌超级符号。轻餐天使包装的本体是一个纸杯，我们采用模切的手法，使包装上的翅膀呈现翱翔的姿态，寓意轻餐天使将陪伴守护每一个人。
The angelic form, akin to a heavenly figure, radiates a soft and dazzling light, with a halo above its head adding a sense of sanctity. We use die-cutting to allow the angel's wings on the packaging to gently unfold, making these wings the most striking symbol of our brand—a super signifier. The main body of the Light Meal Angel packaging is a paper cup, utilizing a die-cut technique to present the wings in a soaring posture, symbolizing that Light Meal Angel will accompany and protect everyone.
从品类的创新探索，到品牌名称的精心挑选，再到品牌符号的巧妙设计，轻餐天使始终保持着一致的调性与风格。它不仅仅是一个快消品牌，更是一种生活态度的传递者。当我们看到那个独特的翅膀符号时，便能立刻感受到品牌的独特魅力，一眼即被吸引，一眼便生喜爱之情。
From exploring innovative product categories and carefully selecting the brand name to the clever design of the brand symbol, Light Meal Angel consistently maintains a unified tone and style. It is not just a fast-moving consumer brand but also a transmitter of lifestyle attitudes. When we see the unique wing symbol, we can immediately feel the brand's unique charm, instantly attracting and endearing itself to us.
