Country

中国(China)

Official website

www.yili.com

Images

Brand Name

Meiyitian

Designer Name

Meiyitian&pesign design group

Position of Designer

Advanced group

Target Group

Group of people in 18-25 years old who advocate individual freedom, pursue sense of difference, enjoy delicious food and attach importance to their health.

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

Positioning

限量款/联名款 Limited Edition/IP Collaboration

Design Story

Meiyitian lactobacillus drink white is the new generation of drink with active lactic acid bacteria in reduced sugar, zero fat and refreshing taste. For better communicate with young consumers and strengthen the public perception of "White Milk", we have launched a limited edition packaging with a spokesperson. In the design, we expect to interact with the audience in a more clever way with the image of the spokesperson and form a marketing matrix based on the creative starting point to help rejuvenate the brand and broaden the brand connotation. Finally, it gains more young consumers' favor. The creative focus on the concept of "breaking the next generation", the combination of characters and secondary generation, will achieve the inversion of the switch between comics and reality. The popular design language can achieve the classic best-selling "romance comic" limited edition.

Highlights

The design is expected to resonate with fan groups and from social media and hit works. The touch points of interaction between the spokesperson and fans are found and transformed into part of the packaging innovation for realizing the online and offline brand linkage. In-depth excavation of characteristic elements related to the spokesperson and secondary design transformation, people will smile and generate emotional resonance. The real+comic character treatment produces a wonderful chemical reaction and the sense of "romance comic" is born. The design cleverly borrows from pop culture and deeply explores the combination of consumer preferences and packaging, bringing new opportunities and inspiration for marketing packaging innovation.

Market Performance

After the products are launched, the packaging is widely praised by consumers and various fancy ways of playing are derived from the fan base. Whether the product packaging meets the preferences of its target group is no longer limited to the brand department and individual designers, but it is really up to the consumers.

Material

其他

Craft

The "jelly" texture of the translucent cap breaks through the process bottleneck and the label echoes the core connotation of "refreshing" and has a unique difference. The matte texture of the milky white film presents a unique sense of seniority both visually and tactilely and the stylish and ink-free printing of the romance comic suit allows the head brand to go further in the exploration of environmentally friendly packaging.

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

Brand application spokesperson in packaging design is a common marketing tool, but today it is not easy to make consumers who are used to seeing the spokesperson packaging feel new. Little white milk of romance comic dress breaks the usual practice of spokesperson marketing packaging and brings new opportunities for marketing packaging innovation, moreover, the printing of less ink is also more environmentally friendly, which is in line with the brand's healthy and refreshing tone.