Country
中国(China)
Official website
http://www.lkkbrand.com/
Images
Brand Name
Beichun
Designer Name
Jingnan Lu、Xinyu Wang、Shuai Wang、Hao Li、Yishu Huang
Position of Designer
Visual designer、Visual designer、Design director、Project manager、Project director
Target Group
Young consumer group under the economy of “diet for singletons”
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; 餐饮&酒店 Restaurants & Hotel
Positioning
大货 Mass Production
Design Story
Consumption upgrade is characterized by the satisfaction of the demands of subdivided groups. China has 260 million singletons. With the rise of a diet for a single person, more and more brands have begun to pay attention to singletons. At the same time, we also observe that young users are increasingly demanding for “health preservation”. They not only need to be full up and eat well, but also eat nutritiously and healthily. Beichun Coarse Cereals mixes all kinds of cereals with rice scientifically, to make the staple food more exquisite. In order to solve the pain spot that beans are not easy to cook, the process of cooking thoroughly simultaneously makes coarse cereals taste better. The container designed by us satisfies the user’s intake of staple food for a meal through accurate data measurement. It is convenient and nutritious because it can be cooked immediately after the can is opened.
Highlights
We build the container into a mini steamer, so that users can recognize the attributes of the product at a glance. Meanwhile, a variety of grain mix ratios can meet different nutrition intakes. The design of transparent can enables users to see what they get and perceive the quality of products and the richness of ingredients. In the serialization of package, we express it with different colors, not only retaining the heterogeneity of each item, but also giving a family sense of transmitting information in a uniform way. The can size is also surveyed based on ergonomics, and considers the comfort of gripping. At the same time, a water level measuring line is marked inside the can, which brings a better taste by guiding users to mix rice and water at a certain ratio. The can is disinfected before coarse cereals are canned, so that the user’s operation of washing rice can be saved. Even those who don’t know how to cook can cook nutritious and delicious staple food quickly and conveniently.
Market Performance
无
Material
PET塑料 PET material
Craft
The PET material of the box prevised more guarantee for the promotion of freshness. Multilayer composite sealing film, food-grade material, absolutely fresh and sealed.
Does the design solve the problems that are common across the product category?
Although take-out can bring convenience, it can’t be said to be nutritious or hygienic. For this reason, we see that many young people who are aware of health begin to buy kitchen utensils and cook meals by themselves. Nevertheless, users of single and couple families don’t wish to store a lot of rice and buy all kinds of beans and other ingredients. Users prefer to eat fresh and convenient food. Thus, small packaged products are favored by people with this kind of family structure. In recent years, we have also seen FMCGs launch smaller sizes. Beichun Coarse Cereals for singletons help users design the ratio of bean to rice, to make staple food healthier. The water level measuring line inside the can guides users to cook rice more deliciously. The design of aseptic sealing tape allows users to tear the package open and pour it into the pot, so as to save the step of washing rice and make the operation simpler.
What functional designs of the work have enhanced the user experience?
Tear the aseptic sealing tape, pour into the pot, save the step of washing rice and make the user’s operation simpler. The water level measuring line inside the can guides users to cook rice more deliciously. The accurate measurement of man-machine interaction ratio makes it more comfortable for users to hold and operate by hands. Different colors on the package pictures match different species of rice and beans, to give users more extensive choices. The design of transparent can enables users to see what they get, perceive the quality of products and makes the purchase more secure.
Did the design help increase the sales performance of the product?
无
Does the work consider sustainability (environmentally or commercially, or both)?
We give away 10 beans in the package and let users use the cans as pot cultures, so that seeds can sprout in a suitable environment. They are not ordinary seeds, but grains and beans that are used as coarse cereals, not only giving cereals the association of fresh quality and encouraging users to reuse the package, but also reflecting the enterprise’s business philosophy of environmental protection. This small plant also becomes a companion for users who live alone.
Additional Materials