Country
中国(China)
Official website
https://www.mengniu.com.cn
Company Introduction
High-tech MengNiu Dairy (Beijing) Company is a subsidiary of Mengniu Group.Mengniu Group manufacture and distribute quality dairy products in China. It is one of the leading dairy product manufacturers in China, with MENGNIU as its core brand. Mengniu offers diverse products including liquid milk products, ice cream, milk formula and cheese. In 2020, Mengniu ranked eighth in Rabobank's list of " Global Dairy Top 20", and placed 31th on BrandZ’s list of most valuable Chinese brands, topped the list of brand contribution.
Images
Brand Name
Yoyic
Designer Name
Peng Zhang, Liwei Cai,Lei Jiang, Xiaoxu Sun,Shusen Li,Tingting Wang,Chiyu Wang,
Position of Designer
Peng Zhang：Packaging R&D Engineer Liwei Cai：Marking Senior Brand Manager Lei Jiang：Packaging R&D Senior Manager Xiaosu Sun：Marking Brand Dirctor Shusen Li：GM of R&D Center Tingting Wang：Packaging Research Assistant Chiyu Wang：Packaging Research Assistant
Client
NA
Target Group
Young people of Z era who pursue healthy and exquisite life quality
Major sales
电商 E-commerce
Positioning
大货 Mass Production
Design Story
As a leader and innovator in the field of probiotics in China, Youyi C has been searching for the most suitable probiotics for Chinese people on the vast land of 9.6 million for more than 12 years, and has created probiotics products that improve the health of Chinese people and make customers feel at ease to choose. Under this strategy, the newly launched bacterial powder products are positioned in the Z era of pursuing healthy and exquisite life quality to create high-end probiotic products.
Highlights
The packaging echoes the product concept and selling point also reflects the sense of lightness and slim to create the differentiation from the seam category products. The inner package choose the aluminum as the barrier layer which provides the best barrier property for the content.The easy-tear multilayered laminated film maintain the completer appearance and also provides the betteropening experience The outer box is small paper packaging. The carton structure and appearance are compact and fashionable, the size is ergonomic, easy to pick up, easy to open and easy to carry. There are 7 pieces in each box, providing just one week's supply of probiotics. Material selection is silver card paper, reflecting metallic luster and texture, highlighting the sense of modern fashion.
Market Performance
At present, it only operates in private domain, with sales of more than 1 million in two months.
Material
纸质 Paper
Craft
Packaging technology: The inner packaging of bacteria powder is made of slender aluminum-plastic composite bags, which have good barrier properties and easy for take and open. Both the secondary packaging material and the outer packaging are cartons with surface embossing, bronzing and screen printing that highlight products’ selling points and brand logo. The material production technology is widely used in the industry.
Does the design solve the problems that are common across the product category?
According to the questionnaire survey, when consumers buy probiotics products, the most influential factor is the packaging attractiveness. Therefore, by analyzing the common wide strip, small bottle and wide box on the market, and considering the portability of consumers, we finally designed the small fiber strip and small fiber box for the ERA of Z. This product mainly solves the problem that conventional products are inconvenient to carry at present. The inner packaging mainly adopts exquisite small paper box, containing seven products, which is a week's consumption and convenient to carry, and can be taken at any time. It is exquisite, compact and fashionable.
What functional designs of the work have enhanced the user experience?
The inner packaging adopts aluminum multilayered laminated film with easy tearing function to provide consumers with better opening experience; Portable small box, cigarette carton size carton, containing seven products, is a week's consumption and easy to carry, ready to use, delicate and stylish, pocket bag anytime and anywhere to replenish live bacteria.
Did the design help increase the sales performance of the product?
NA
Does the work consider sustainability (environmentally or commercially, or both)?
In line with the principle of sustainability of packaging, we will try our best to reduce the use of raw plastics in the selection of packaging materials to avoid environmental pollution caused by post-consumption packaging. Most of the packaging material used in this product is paper. Paper is a veritable renewable energy source that doesn't need to be composted, buried or burned. Waste paper after consumption is known as the gold of the waste industry and is a "hard currency" with a high circulation rate. Also known as "secondary fiber", waste paper can be turned into pulp and made into paper through papermaking technology for reuse.
Additional Materials