Country

中国(China)

Official website

http://www.tianyoudairy.com/

Company Introduction

Chongqing Tianyou Dairy Co. Ltd. is a large state-owned dairy company with 500,000 tons annual dairy production capacity and annual sales of over RMB 2.5 billion. The company owns more than 30 high-quality dairy farms in Chongqing and Sichuan province. Tianyou dairy products are in highly popular demand in Chongqing, Sichuan, Guizhou provinces, etc., and are dominating the Chongqing market share. Its popular brands include Tianyou, Better, Truyearn, etc. The company upholds the mission statement of “produce China’s top-quality dairy products with ingenuity” and has been striving to provide fresher and higher-quality dairy products to consumers and contribute to a “healthy China” and better living for Chinese people.

Images

Brand Name

Better Milk

Designer Name

Brand Architect: Feng Zhou, Qingxia Liu, Chengzhen Deng Creative Director: Ying Deng, Xinyu Hu

Position of Designer

Brand Architect: Feng Zhou, Qingxia Liu, Chengzhen Deng Creative Director: Ying Deng, Xinyu Hu

Client

Chongqing Tianyou Dairy Co. Ltd.

Target Group

1. Consumer of middle to high end dairy products and in pursuit of higher living standards and quality products 2. Chinese younger generation who are culturally self-confident and in pursuit of the modernized Chinoiserie

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Positioning

大货 Mass Production

Design Story

Better Milk focus on the cultural and spiritual connotations that the brand carries and the connection among the brand, city, and culture. The brand embraces and cultivates the delicate and profound Chinese traditional culture, identifies relevance and builds connections with consumers, and enriches the brand with cultural richness. China’s rise is boosting the national and cultural self-confidence of consumers. The popular TV show National Treasures presented by CCTV greatly promoted the Chinese traditional cultures and also provided new channels for creative branding. Better Milk, as the high-end brand of Tianyou Dairy with over 90 years of history, is now partnering with the National Treasures IP with the goal to add cultural richness on top of the product quality. With the theme of “Ingenious Craft, Refined Quality”, the Better - National Treasures integrated cross-discipline brand campaign is a series of marketing events including Chinoiseries style packaging, online trending events, offline flashing PR, and themed consumer promotions, etc. It brings innovations out of traditions, distills fashions out of classics, and has greatly promoted brand power and boosted the sense of luxury and chic of the products. Better Milk has successfully fulfilled its mission of promoting domestic Chinese brands and promoting Chinese traditional culture.

Highlights

Themed packaging: Named as “Treasure Vase”, the milk packaging embeds in several iconic elements of the national treasures (e.g. glazed vase, Jinou Yonggu Cup, Dali Golden Wing Bird, etc.). The classic and elegant packaging with bright contrasting colors has incisively and vividly presented the beauty of Chinoiseries and rejuvenated the Chinese traditional aesthetics with modern arts.Online interactions: With the reverse marketing strategy, the “National Treasure Online Acting Battle” provided an interactive and immersed acting experience for participants and consumers. The event invited a tremendous amount of original user-generated content. The top-ranked National Treasures actors are trending online and within a very short period of time have accumulated over 20 million views. The IP of “Better – National Treasure Milk” has been deeply infused into consumers and gained huge popularity.Offline flashing events: The Better – National Treasures Milk Museum was set up in Guanyinqiao Darong City in Chongqing. It has 4 themed exhibition halls which are all in Chinese traditional style decorations including many oriental artistic elements e.g. auspicious clouds, cranes, glazed vase, etc. The museum hosted a series of concerts, catwalk shows, sample drinking events, etc. It’s a wonderful experience for consumers with an artful mix of Chinese traditional aesthetics and modern chic.

Market Performance

After the launch of Better - National Treasure themed products (high-end dream cap series), the products’ first month (October 2020) sale revenues and the three-month sales revenues have both increased by 70% compared to the same periods in the last year.

Material

纸质 Paper

Craft

- Better Milk National Treasure themed packaging series use the special “dream cap” technology of Tetra Pak and have the popping cap feature which makes it convenient for consumers to carry and drink. - Tetra Pak uses multi-layer composite materials and enables storage at room temperature. - This packing technology and materials are being gradually adopted by leading dairy companies in China.

Does the design solve the problems that are common across the product category?

There are several cross-discipline joint-name products over the market, however, the connections between the “joint names” are often far-fetched and lack harmony and resonance. The Better – National Treasure themed packaging series has artfully integrated the cultural connotation of national treasures (“Ingenious Craft, Refined Quality”) and Better’s philosophy of ingenious quality, and has successfully promoted both Better’s refined quality and the Chinoiserie chic. With innovative packaging designs and integrated visual brand marketing, Better – National Treasure cross-discipline integrated brand campaign successfully helped Better outperform many other cross-discipline brands. It not only showcased the Chinese traditional aesthetics and the rejuvenated Chinoiserie but also helped Better stand out among peer brands.

What functional designs of the work have enhanced the user experience?

Better - National Treasure themed packaging series use the “dream cap” technology of Tetra Pak and has the special popping cap feature which makes it convenient for consumers to carry and drink. In addition, Tetra Pak uses eco-friendly multi-layer composite materials which enable storage at room temperature.

Did the design help increase the sales performance of the product?

Since the launch of Better - National Treasure themed products (high-end dream cap series) in September 2020, the product quickly gained popularity and favor among consumers with its classic and stylish designs and Chinoiserie chic packaging and has significantly boosted the products’ sales revenues. Better Milk’s first month (October 2020) sale revenues and the three-month sales revenues have both increased by 70% compared to the same periods in the last year.

Does the work consider sustainability (environmentally or commercially, or both)?

1. Business sustainability: The Better – National Treasures themed products have successfully gained popularity and favor among consumers. Better Milk will continue to develop more innovative Chinoiserie-themed packaging which will greatly contribute to the sustainable and ongoing business success. 2. Ecological sustainability: The Tetra Pak packing is good for room temperature storage and can save energy. The used packages can be recycled and re-produced into other living or industrial materials e.g. recycled paper, floor, garbage can, etc. It helps both protect the environment and boost economic benefits.