创意说明

在三只松鼠从零食品牌向全品类生态进化的进程中，孙猴王茶啤作为打破品类边界的实验，旨在调和东方茶的内敛回甘与精酿啤酒的感官释放。设计立足于“动静平衡”的哲学，在齐天大圣的桀骜狂放与斗战胜佛的通透自持间寻找交点。通过对茶酒融合之境的视觉转译，将产品定义为突破常规的“反叛”与内敛哲思的“禅意”共存体。这不仅是风味层面的跨界创新，更是品牌在构建多元消费场景中，对市场边界与认知定式的重新编码。

视觉识别以孙悟空标志性的“火眼金睛”为核心符号，通过双眼与酒杯造型的巧妙同构，暗喻茶的沉静与酒的洒脱。插画叙事将金箍棒、水帘洞等元素幻化于山体之间，利用“吹毫毛”与“水底涟漪”的意象，将成长的隐喻与味觉的延展深度耦合。金箍元素的具象化设计，赋予了开瓶瞬间卸下禁锢、悦己自洽的交互体验。设计在此不仅驱动了美学呈现，更赋予产品深层的文化内涵，为品牌构建出差异化的竞争格局与精神象征。

In the evolution of Three Squirrels into a full-category ecosystem, "Sun Hou Wang Tea Beer" harmonizes Oriental tea's subtlety with craft beer's sensory release. Rooted in the philosophy of "balance between motion and stillness," the design finds the intersection between rebellious spirit and meditative Zen, re-encoding market boundaries through a visual narrative that transcends flavor innovation.

The identity centers on the iconic "Fiery Eyes," using isomorphism with a chalice to link tea’s serenity with wine’s uninhibited nature. Illustrative narratives integrate the Golden Cudgel and Water Curtain Cave into mountainous forms, while the "Golden Hoop" design offers an interactive experience of releasing constraints upon opening. Design here endows the product with cultural depth, establishing a differentiated competitive landscape and a spiritual symbol for the brand.

创作信息

作品名称：三只松鼠 孙猴王 精酿啤酒 品牌持有：三只松鼠 股份有限公司

遇义团队成员

原创设计：陈 义文 视觉表现：董    天 花椒的Alex 运营推广：吕 宇星 王    钰