Country
中国(China)
Official website
www.l3branding.com
Company Introduction
L3branding is a brand experience design and consulting company. Helping many international and local brands with the concept of “art expression tactics, creativity-driven business”Image upgrade and management, new brand or product positioning, concept and experience system construction. Enhance the competitiveness of brands with graphic, spatial and multi-dimensional experience design methods. The business covers brand strategy,VI, packaging, interaction, dynamic image, space display, VI, packaging, interaction, dynamic image, space display. Serving customers include Coca Cola、Yili 、Haitian 、Simplelove、MengNiu、Meadjohnson、Baidu、Tencent、Uni-President、Nestle and other first-tier brands and emerging brands in various industries, and through the global comparison, Coca-Cola has become a global first-class designsupplier, is currently the only Chinese design company.
Images
Brand Name
SATINE
Designer Name
Guanru LI, Zhenxing Shi. Zhengyang Xuan
Position of Designer
Creative direction, Designer, Designer
Client
YILI GROUP
Target Group
High-end consumer groups with high demand for scientific intake of nutrition
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 精品超市、高档烟酒店、高端面包房、星级酒店、政企团购等
Positioning
大货 Mass Production
Design Story
Ultrafiltration milk, as a new force in the milk category, is rising rapidly around the world. SATINE, as a representative brand of China's high-end milk, launched China's first ultrafiltration milk in 2021, with protein content as high as 6g/100mL, high calcium, low fat and low sodium, and the overall nutritional configuration almost surpasses all similar products in the world.The uniqueness of ultrafiltration milk category has not been well represented by any product on a global scale, with most looking more like "functional milk" or "milk beverage". Our core mission is: 1. Define the characteristics of a new subcategory of ultrafiltration milk by design; 2. Continue SATINE's own natural and light luxury style, and further strengthen the high-end feeling to support the high price of products. The essence of ultrafiltration technology is to disassemble the molecules in milk, filter out the components that are not beneficial to human health, and recombine and improve the purity after retaining the beneficial components, which is a process from deconstruction to optimization and reorganization. Our strategy is to start from science and technology, and the core principle of deconstruction and reorganization reminds us of the deconstruction and reorganization of realistic scenes in "Cubism" and "abstractionism", which is an artistic means to reproduce reality and surpass reality; The integration of artistic vision into commercial products is also commonly used in luxury goods, which will naturally create high-end identity for the public.
Highlights
We decided to create a new picture by deconstructing and recombining the protein content number ‘6’, which is most acceptable and memorable for consumers, and natural elements such as cows and plants. ‘6’ has become a prominent visual center, with a complete cow looming and hidden in the picture. Different from other ultrafiltration bottles with functional sense of special-shaped curves, we choose the existing shape that is closer to the traditional bottle and closer to nature. In this way, we integrated technology, art and nature into one packaging design, causing a huge sensation in a short period of time after listing.
Market Performance
It sold 640,000 units in its first month.
Material
PET塑料 PET material
Craft
Flocking process and gold printing process
Additional Materials