Country
中国(China)
Official website
http://www.3songshu.com/
Company Introduction
Three Squirrels has become the largest leisure food brand in China , the manage channels covers online/offline platform, the main business covers a full range of snacks, including nuts, dried fruit, selected snacks and etc. In 2019, the annual sales of Three Squirrels exceeded 10 billion, becoming the Top 1 brand in the leisure snack industry , which was hailed as "the first share of national snacks". The sales volume of Three Squirrels was top 1 in Tmall for 8 consecutive years by 2020. Squirrels Design Institution is fully in charge of Three Squirrels’ brand creation, package design, e-commerce design and commercial space design in recent 10 years. Squirrels Design Institution has rich practical experience, it is a professional, efficient and motivated creative design team.
Images
Brand Name
Deer Blue
Designer Name
Pengfei Zhang
Position of Designer
Senior Art Director
Target Group
For the young consumer groups led by the "post-90 s" and "Generation Z", they serve the vast majority of new families in the country, helping those who do not know how to choose healthy and nutritious complementary food and do not know how to feed them scientifically.
Major sales
电商 E-commerce; 大型商场 Shopping Mall
Positioning
大货 Mass Production
Design Story
In the context of pursuing the health trend, people's understanding of children's diet has gradually changed. According to relevant statistics, China's stay-at-home mothers born after 1995 have accounted for more than 82 percent. For the "Millennium-era parents", who have become the main force of consumers, they want to give their children safe, healthy and nutritious food. As a professional brand of Internet baby food under Three Squirrels, Deer Blue has a deep insight into this phenomenon, adheres to the concept of health, nutrition, interest and protection, and is committed to providing one-stop scientific feeding programs for Chinese families. Squirrel Creative Design Institute participated in the whole brand design, to protect and accompany the new generation of small owners to grow up healthy and happily with Deer Blue.
Highlights
Deer Blue "brand IP" strategy, to build the brand core assets around Deer Blue IP, constantly upgrade the full link user experience, and form a strong brand mind. The design differentiated with competing products also caters to consumer preferences, focuses on consumer concerns, and moves consumer decision makers and users. For example, decision makers-mothers pay more attention to safety, and users-children pay attention to appearance level.Create a unique design language, with a safe, dynamic, smart, jump off the expansion of the design.
Market Performance
In 2020, Deer Blue was named the most promising brand of the year. In 2020, Deer Blue won the Fast growth Star Award. In 2021, Deer Blue won the most popular Brand Award at YOUZAN. Deer Blue was selected into the annual potential list of China's new consumer brands in 2021. Deer Blue was selected as Tencent's TOP100 supernova brand in 2021. The number one sales volume of baby snacks industry at Tmall.
Material
PET塑料 PET material; 纸质 Paper
Craft
Deer Blue packaging generally choose three packaging methods, respectively are the paper can, paper can using food contact grade high barrier composite sealing paper can, aluminum foil easy to tear cover, plastic cover; The second packaging method is seafood bibimbap represents the double layer carton packaging, the outer box uses high gram heavy white card paper, so that the product has a good display effect, the inner bag uses PET / AL / PE high barrier sealing protective film.The third way is the glass bottle packaging method represented by walnut oil. The outer box adopts high gram heavy white card paper and high borosilicate glass bottle double layer packaging.
Does the design solve the problems that are common across the product category?
Nowadays, in the existing industries of the same category, the packaging visual design is inclined to be professional and technological, and because the infant food consumer groups are mostly women, the style also tends to be more lovely style. Deer Blue chose the differentiated solution, choose the deer image as a visual hammer, and brand stronger connection, a healthy and happy deer, with bright colors, anthropomorphic image, according to different age with different elements, can impress young children, also can give different age users safety affinity, become a strong bond between consumers and brand.
What functional designs of the work have enhanced the user experience?
The IP interactive design makes the packaging more affinity. We develop the corresponding exclusive color scheme according to the three stages，At the same time, the packaging carries the form of picture books, through the design of story plot and packaging interaction, guide parents to participate in the baby reading, manual interaction. With packaging and products as the emotional link, we extend the single link of consumer purchase and use to the deep integration of reuse, early education participation, parent-child interaction, so as to establish a more recognizable differentiated packaging under the Deer Blue system.
Does the work consider sustainability (environmentally or commercially, or both)?
The core of brand IP design is content creation and user interaction to maximize the value of IP and serve consumers more diversified. The exposure of multiple IP scenes in the packaging and the appropriate insertion of the picture book content can not only play a role of secondary communication, but also allow consumers to learn while consuming. At the same time, IP can enable the diversified development of brands, derivative peripheral products and services, such as dolls, cartoons, backpacks, etc., so that parents and children can experience the products together, reflecting the extended value of the brand.
Additional Materials