Country
中国(China)
Official website
https://www.mengniu.com.cn/
Images
Brand Name
Chun Zhen
Designer Name
Zhenye Wang; Lin Liu
Position of Designer
Senior Packaging R&D Manager; Senior Brand Manager
Target Group
Between 24 to 37, female account for 80%, main on exquisite mothers and young white-collars. Focus on midlle to high-income families who live in first-tier and second-tier cities. Those population who 1) are willing to enjoy premium life; 2) care about themselves, emphasis on self-improvement and self-pleasing.
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
Product's characteristic is the core of packaging design. To highlight the "double" concept with yogurt + snack", following contemporary art popular minimalist style, using two independent cup vertically opposite which connected by buckle ring. This design looks full symmety no matter radial and axial direction, not only stable but also dynamic. The unique spoon design is one-shot forming together with buckle ring, which can be easily removed by gently breaking.
Highlights
1) The original mirror-symmetrical structure yogurt cup, combined with the label design, perfectly fit the product‘s characteristics. 8-layer structure cups keep yogurt fresh in whole shelf-life; 2) The unique spoon is premium appearance and easy to use；3) Lid can be another cup for sharing purpose to provide multiple options to consumer.
Market Performance
NA
Material
其他
Craft
Patented mirror-symmetric package design and structure is forming by injection molding and thermoforming process mainly. The primary resins are almost the same to ensure the recyclability of packaging.
What functional designs of the work have enhanced the user experience?
This package is in line with the characteristics of the product. As lid can be another cup, this product can meet the different needs between self-enjoyment and happiness sharing for consumers.
Does the work consider sustainability (environmentally or commercially, or both)?
The primary resins are almost the same to ensure the recyclability of packaging.