Target Group ：Young people who care about quality of life and trends
Major Sales / Distribution Channel：E-commerce
Positoning：The trendy meal replacement for young people
Design Story ：Before us, protein bars were all functional, and the previous packaging was full of slow muscle feeling, but we hope that good protein can also enter the life of the general public. So we start with packaging, and use the visual communication of the flu and fashion sense to replace the previous muscle sense. Therefore, packaging is the first step for us to break the circle.
Highlights：We have promoted a number of joint brands, covering super IP such as "China new rap" and "trend partner", so that consumers can remember them at a glance from the visual level.
Market Performance ：Only single protein bar. More than 10 million pieces will be sold in 2020, with an average of one piece sold every three seconds
Material：Paper
Craft ：Laser printing technology has been widely used in many products
Does the design solve the problems that are common across the product category?
Yes, the traditional protein bar product packaging takes the muscle feeling as the theme, but this design completely abandons the tradition and creates a visual trend.
What functional designs of the work have enhanced the user experience?
Pay attention to the details of the processing, such as the convenience of opening the box and other aspects are repeatedly tested in the early stage. In the aspect of color fusion, we have carried out many rounds of professional reflection to create a comfortable visual experience.
Did the design help increase the sales performance of the product?
Take the co branded version with China's new rap as an example. The color of this product is dark and the style is open, and the sales volume is significantly increased through packaging.
Does the work consider sustainability (environmentally or commercially， or both)?
We are a long-term protein company. Based on the real pain of protein shortage in China, we continue to create products suitable for Chinese aesthetic and taste through exquisite packaging and product strength.