Country

中国(China)

Official website

https://www.yili.com

Company Introduction

Yili Group ranks among the top five in the global dairy industry and ranks first in the Asian dairy industry for eight consecutive years. It has liquid milk, yogurt, milk powder, cold drinks, and cheese business units. Its revenue has continuously increased by more than 10 billion yuan. It is the largest and most comprehensive product category in China. At the same time, Yili is the only dairy company in China that meets the standards of the Olympic Games and the World Expo. Yili regards quality as its life, and is committed to producing 100% safe and 100% healthy dairy products. With its high-quality, high-tech, and high-value-added diversified products, it has won the high trust of consumers.

Images

Brand Name

NO

Designer Name

Ethan He；Bobo Wu

Position of Designer

Design Director

Target Group

The core target group is consumers aged 20-35, who like Chinese food and traditional Chinese culture, have a strong resonance with traditional Chinese culture, and conform to their aesthetic tastes. They agree with the Chinese food culture, like the classic taste, have a preference and loyalty to the solidified yogurt made by traditional craftsmanship, and pursue a healthy and natural diet concept; they have a certain pursuit of life quality, and are keen to find fun in life to enrich life experience .

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

The positioning of Yili Classic Almond-flavored Yoghurt is a cup of traditional craft yogurt from the court. The selling point is a simple and pure formula, and the taste is milky almond flavor. Based on this, the inspiration for the packaging design of Yili Classic Almond-flavored Yoghurt comes from the Xinghuachun Pavilion in the Yuanmingyuan, where there is a small wooden house full of apricot trees. Every spring, the apricot flowers stick out of the window, attracting butterflies to stop. The courtyard is full of seasonal vegetables and fruits, with a simple and unique pastoral taste. This is the place where the emperors of the Qing Dynasty and their families pursued a simple way of life.Yili Classic Almond-flavored Yoghurt restores the beautiful scenery of Xinghuachun Pavilion on the product packaging, bringing consumption Travelers travel through time and space to experience the simple palace-style life, which is in line with the positioning, selling point and taste of Yili Classic Almond-flavored Yoghurt.

Highlights

In the same type of solidified old yogurt products, the phenomenon of packaging homogenization is very serious. Combining its own positioning, selling points and tastes, Yili Classic Almond-flavored Yoghurt has launched a new Chinese-style minimalist Chinese style design style, cleverly reproducing a simple and beautiful scene in the Chinese court on the packaging. This beautiful scene is not only in line with the product's positioning, but also in Imperceptibly spread Chinese elements and Chinese culture to consumers, becoming a beautiful landscape with cultural connotations on the shelf, and at the same time, it can improve the competitiveness of product differentiation and stand out among the homogeneous packaging types.

Market Performance

NO

Material

PET塑料 PET material; 其他

Craft

The label of the work is made of PVC outer film and printed in 10 colors.

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

The homogenization phenomenon in the same category design is serious, and the packaging design style is outdated, which does not meet the aesthetics of young people, especially target consumers.Yili Classic Almond-flavored Yoghurt Packaging fully explores its own positioning, selling points and taste characteristics, and launches a new Chinese-style minimalist Chinese style design, inspired by the Xinghuachun Pavilion in the Yuanmingyuan. The design style of Yili Classic Almond-flavored Yoghurt is fresh, simple and fashionable, and it is a package that is loved by target consumers through consumer research.