Country
中国(China)
Official website
https://www.mengniu.com.cn
Images
Brand Name
SHINY MEADOW
Designer Name
Tiger Pan
Position of Designer
CHIEF DESIGNER
Target Group
25-40 Delicate female groups with high education, high income and high consumption and elite families
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 其他销售渠道 奶站
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
SHINY MEADOW CNY Tiger Pan Co-branding limited edition packaging, which is a limited edition fresh milk product jointly launched by SHINY MEADOW and designer Tiger Pan in the Chinese Lunar Year of the Tiger. The joint name is a beautiful expression that may come by something with luck, but not by searching for. The graphics incorporate the traditional Chinese zodiac signs and form a tiger head shape, adopting Escher's positive and negative design method. At the same time, it follows the traditional culture's "Geomantic omen doctrine", taking into account the mutual growth and mutual restraint between the zodiac signs, broad and compatible. The negative space of the tiger head shape is "Zodiac Ox", which just echoes SHINY MEADOW, which is a rare and inevitable coincidence.
Highlights
The graphics used on the packaging label incorporate the traditional Chinese zodiac signs and form a tiger head shape. At the same time, the negative space of the tiger head shape is "zodiac ox", which just echoes the daily fresh words.The form of packaging aluminum foil is presented with the most obvious feature of the tiger—the tiger stripes. The color is red as the overall tone, supplemented by the brand's original gold color, conveying a stronger New Year's atmosphere, which not only enhances the brand's familiarity, but also spreads its social attributes.
Market Performance
CNY co-branding limited edition, the shipment rate after listing increased by 6% year-on-year, and the exposure on the whole platform reached more than 93 million.
Material
PET塑料 PET material
Craft
The bottle body material is made of reusable PET ; the label adopts the bronzing process to enhance the high-end feeling of the packaging.
Additional Materials