Type of applicant company
设计机构
Country
中国
Company Website
无
Images
Brand of the Product
I love Hanshui
Designer Name
Creative Director: Zhang Yanhu Creative Director: Xia Ling Designer: XuYanLiang Technical director: Zhou Xiaoli
Position of Designer
Creative Director: Zhang Yanhu Creative Director: Xia Ling Designer: XuYanLiang Technical director: Zhou Xiaoli
Target Consumer
all ages
Distribution Channels
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; 其他销售渠道 旅游景点、政务商务会议、运动会、展览等广泛消费场景
Positioning
大货消费品 Mass Production
Design Story
The 2022 Conference of the Parties to the United Nations Convention on Ramsar will be held in Wuhan. It is also the first conference that Wuhan will open to the world after the 2020 epidemic. Wuhan was also successfully selected as an "International Wetland City" at this conference.In combination with the theme and special significance of this conference, a commemorative edition of the "Wetland City" series of pure water is specially launched.The label design of the product adopts traditional Chinese painting techniques and uses four locally protected animals: finless porpoise, blue-headed duck, black stork and elk to represent the four seasons of the city respectively.The animal image is cleverly integrated with the most famous local tourist wetland to show a good ecological environment, and is visually significantly different from similar products. It is also combined with AI animation technology to interact with consumers and form hot topics and secondary communication.The label design of this set of products not only shows the beautiful ecological environment of the city, promotes the promotion of local tourism resources and urban culture, but also reflects the cultural beauty of traditional Chinese art.
Highlights
Using the techniques of traditional Chinese painting, four locally protected animals are cleverly integrated with the most famous local wetland scenic spot, and combined with AI animation technology to interact with consumers and form hot topics and secondary communication.The label design of this set of products not only shows the city's beautiful ecological environment and environmental protection concepts, promotes the spread of local tourism resources and urban culture, but also reflects the cultural beauty of traditional Chinese art.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
The bottle body is made of recyclable PET plastic, and the bottle label uses a spot-color printed heat shrinkable label process.
Does the design solve the problems that are common across the product category? If so, please explain.
Most of the pure water packaging on the market only reflects the purity of water quality and does not have the ability to spread topics in specific application scenarios.However, under the premise of meeting product characteristics and not increasing costs, this series of product packaging can, in addition to conventional consumer experience, add promotional themes of natural ecology, urban culture, and cultural inheritance to the application of specific tourist attractions, conferences, and theme activities. Better enhance product sales and brand communication influence.
What functional designs of the work have enhanced the user experience?
This series of products adds three aspects of consumer experience.First, the integration of wetland attractions and animal images can arouse consumers’ curiosity and increase the experience of going to the site to watch them.Second, consumers watch and take photos of the content displayed on the spot, which can be combined with the product for secondary sharing and dissemination.Third, combined with AI technology, scanning codes can generate three-dimensional, vivid animations and short videos, increasing the interaction and sharing between products and consumers from multiple dimensions.
Did the design help increase the sales performance of the product? If so, please give related evidence.
The local protected animals and tourist wetland scenic spots themselves are good communication content and hot topics.The packaging design of the product cleverly combines the two, and through the interesting interaction of AI technology, new experiences and communication are generated, and combined with Chinese culture and art, it can help significantly increase product sales!
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
Product label design can intuitively reflect the themes of eco-environmental protection and cultural inheritance, and can reduce consumers’ random discarding and waste.And through multiple consumer experience interactions, combined with product sales, more sales and communication opportunities are generated, investment in marketing expenses and communication expenses are reduced, and sustainability is achieved in terms of environmental protection and commercial significance.