Country

中国(China)

Official website

https://www.999.com.cn/index.html

Images

Brand Name

999

Designer Name

Qiu Xiaoxiao，Chen Tiangui，Deng Shudan，Hai Tiantian

Position of Designer

Creative Director，Design Director，Deputy Design Director，Visual Designer

Target Group

Generation Z

Major sales

电商 E-commerce; 其他销售渠道 线下实体药店

Positioning

大货 Mass Production

Design Story

The brand side hopes to make the brand and products more youthful, so its classic products have a demand for new upgrades.The work breaks the inherent cognition of traditional medicine,redefines drug packaging on the basis of meeting the requirements of national standards.The design focuses on female users, and uses "warm" letters as the main visual on the front which emphasizes the efficacy of the product.The symbol composed of flowers and crosses, combined with the overall pink tone, strengthens the drug association with female users as the core.On the back, the picture of clinking glasses is used as the main visual, which conveys the positive attitude towards life that drinking medicine can also cheer. It is in line with the yong people's willing to share habit.

Highlights

The design breaks the rational and boring inherent cognition of traditional medicines, and redefines medicine packaging for young people. Regard appearance : Warm tones and trendy picture performance make the product warm and interesting. Regard Quality: The packaging adopts the printing process of local laser and letterpress, and the surface film treatment of flocking texture makes it feel like touch skin which enhances the user experience.

Market Performance

Null

Material

纸质 Paper

Craft

The design uses white cardboard as the basic material of the box.The Logo "warm+" on the front uses the core and laser process.The whole box is covered with a matte film with flocking texture, and the packaging has a good tactile experience based on a sense of fashion and quality.

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

The design breaks the rational and boring inherent cognition of traditional medicines, and redefines medicine packaging for young people. Regard appearance : Warm tones and trendy picture performance make the product warm and interesting. Regard Quality: The packaging adopts the printing process of local laser and letterpress, and the surface film treatment of flocking texture makes it feel like touch skin which enhances the user experience.

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

The designs are presented from the visual through the graphic expression of clinking glasses and the form of "ins" interface to enhance the emotional resonance between the product and young consumers.The design adopts a skin-friendly film coating process from the packaging material, so that consumers can also get better care in the use experience.

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

At present, the product has just been trial-sold in designated channels, and has not yet been sold on a large scale.