Country
中国(China)
Official website
无
Company Introduction
Founded in 2012, it started with brand consulting and strategy and gradually expanded into a comprehensive brand service company from brand consulting, advertising creative design to online interactive communication. Brand PH contains the company's business philosophy, that is, the brand gains exponential growth and improvement of brand value concentration through Brand PH diagnosis; Brand PH believes that the way of completing the project alone can not bring real help to the brand health. Brand PH is determined to stand at the starting point of the brand, become a partner of customers, truly integrate into the work needs of customers, make continuous progress with customers, become a healthy brand and become a hall level brand.
Images
Brand Name
无
Designer Name
D Designer: Li C； Creative Director: Xing Cheng； Strategy Director: Nie Xin
Position of Designer
D Designer: Li C； Creative Director: Xing Cheng； Strategy Director: Nie Xin
Client
JUNLEBAO DAIRY GROUP
Target Group
"Big factory rejects" who seek superiority and pay attention to the truth, have their own life attitude and unique life proposition, often bypass big factory goods and look for more characteristic products to reflect their own personality, aesthetics and superiority; They should not only be useful, but also have quality, face, material and conversation. Brands that can meet the sense of superiority are more popular with them.
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
大货 Mass Production
Design Story
Background: as JUNLEBAO's milk brand, "Yujiannainiu" brand name direct translation means “meet dairy cows”，the name has its own category attribute of milk and has young differentiated brand perception. However, the sense of quality of packaging design is insufficient, the transmission information is not clear, and the brand name is not used well to create the concept of differentiation to create market awareness. Therefore, it is necessary to comprehensively upgrade the packaging of brand products. Concept: Based on the insight of industry and consumers, create a brand with beauty, materials, products and different sense of superiority circle labels; Based on the existing assets of the brand, make full use of the concept of "MEET" as the strategic guidance of future brands and products; At the same time, taking advantage of JUNLEBAO's own pasture, the welfare of "dairy cows" is extended into a high-quality trust of products. Create three kinds of "MEET" perceptions: good cows meet good life to achieve good milk, good milk meets good ingredients to achieve good taste, and consumers meet good products to achieve a sense of superiority. ‘Yujiannainiu’ will be molded into a milk brand and product with its own unique temperament andand online popularity attribute.
Highlights
Around the creative strategy of "group pet cow", we have created an IP image of " Dairy cow is the best cow on the planet" who pursues perfection and loves exploration. In the form of illustration, we can show the living environment, comfortable state and exploration life of cows on the package. Consumers met a dairy cow who listened to music and walked leisurely on the pasture, a dairy cow who enjoyed leisurely in the mountains, and a dairy cow who met by chance during travel, which jointly explained the relevance of the series of products. Through color, IP, story and copywriting, the series packaging has formed a great difference from the existing products in the market, interpreting the unique temperament and high quality of the ‘Yujiannainiu’.
Market Performance
Product sales doubled and the specific data cannot be disclosed
Material
纸质 Paper; 其他
Craft
The inner packaging adopts Tetra Pak packaging CMYK printing to accurately interpret the advanced color effect set by the product packaging, improve the sense of product quality and unique temperament, and stand out among the products in the industry. The outer box adopts recyclable paper, which is more environmentally friendly; The outer box adopts two specifications of conventional split type and portable type to meet the different needs of consumers.
Does the design solve the problems that are common across the product category?
nothing
What functional designs of the work have enhanced the user experience?
nothing
Did the design help increase the sales performance of the product?
Through the renewal of packaging, the sales volume of products has doubled
Does the work consider sustainability (environmentally or commercially, or both)?
Considering sustainability, Tetra Pak composite paper is selected as the inner package and recycled paper as the outer box