Country

中国(China)

Official website

无

Images

Brand Name

Qiandao Lake Pasture

Designer Name

Kun Jin & Celine & Leon

Position of Designer

Art team leader / Illustration Designer / Graphic Designer

Target Group

Focus on young families (Elite). 28-38 years old, consumers who pursue nature, freshness and nutrition, have a certain understanding and yearning for Qiandao Lake and like mellow taste.

Major sales

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

Design background: the main service objects of local milk ordering are local people in Hangzhou. In addition to paying attention to price, they also pay more attention to product quality and emotional interests. The characteristics of high-quality ecological milk source and fragrant and nutritious milk in Qiandao Lake Ranch can easily impress them and continue to order milk to meet basic and emotional needs.In order to extend the characteristics of natural ecology, four seasons Limited packaging is launched to convey the characteristics of Qiandao Lake and Hangzhou through packaging. Concept description: 1) Focus on continuing the upgraded packaging vision, add the concept of season limitation, and render the current seasonal atmosphere 2) With landscape and scenery as the core and Hangzhou's characteristic landmarks, it tells the beauty of the four seasons, emphasizes brand style and spreads theme interaction 3) Cooperate with code scanning interaction to give consumers another online experience to find fresh

Highlights

1) Class I water quality nourishes dairy cows, ecological forage feeding, no pesticide residues, and forms a high-quality milk source 2) The milk source is located on the Bank of Qiandao Lake beside Xin'an River at 29 ° n. there is no pollution and noise. The annual average temperature is 17 ℃, the climate is suitable, the forest coverage is as high as 82%, and the air in the natural oxygen bar is fresh 3) Standardization demonstration farm of the Ministry of agriculture and rural areas, China good agricultural practice certification (GAP), student milk base, high-quality milk pasture and municipal industrialization leading enterprise 4) High quality milk is rich in nutrition, containing 3.6g protein / 100ml and 125mg / 100ml native high calcium

Market Performance

Through limited packaging throughout the year, matching 100% prize cashing activities for one object and one yard, promote the sales of 950ml fresh milk in Qiandao Lake Ranch, expand the brand influence, and gradually make the ecological and natural characteristics of Qiandao Lake deeply rooted in the hearts of the people. The average monthly sales volume is 1.1 million and the average monthly sales volume is 90000. The spring and Summer Edition produced 229376 boxes, scanned 46286 boxes, shared 6113 times and participated in 20623 people; The active code scanning rate was 20.2% (a high level in the industry), the sharing rate was 2.7%, and the sales volume increased by 60.0% compared with last year. The autumn and winter version is being promoted, and the active scanning rate is 30.6%, which continues to grow.

Material

纸质 Paper

Craft

The product is packed in a roof carton, which is the common material of low-temperature fresh milk. The material is reliable and easy to drink.

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

Local consumers in Hangzhou have a certain understanding and yearning for Qiandao Lake and pursue nature, freshness and nutrition. Therefore, we have launched four seasons Limited packaging for this product to convey the characteristics of Qiandao Lake and Hangzhou through packaging.