Type of applicant company
设计机构
Country
中国
Company Website
https://newcannery.com/
Images
Brand of the Product
XiaoLingYou
Designer Name
NewCannery
Position of Designer
无
Target Consumer
Women over 20 years old in first- and second-tier cities are a group of people who care about food/beauty/fitness/fashion life. They are a female consumer group who care about both "eating" and "beauty".
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS
Positioning
大货消费品 Mass Production
Design Story
XiaoLingYou is a new healthy snack brand targeting young female consumers, and it already has a certain online presence. However, when entering offline channels, the brand vision and packaging of XiaoLingYou performed poorly offline. Consumers and dealers reported that the previous XiaoLingYou looked like a white brand from a foundry and lacked a sense of brand. In this project, XiaoLingYou hopes that NewCannery can organize and design its online and offline visuals in a unified way, so as to become a brand trusted and perceived by consumers.
Based on the uniqueness of the "XiaoLingYou" brand name, NewCannery uses brand IP as a visual strategy to IPize XiaoLingYou, and unifies consumers' perception of the brand through packaging, pages, activities, etc. In terms of IP creation, we broke through the basic form of "Mustela nivalis" and made the body of the IP longer than the real "Mustela nivalis", giving consumers a "thinner" hint. In terms of IP action extension, relaxed actions such as "lying down" and "bending" are used to convey the relaxed and happy brand spirit.
Highlights
The IP of the brand is created through the IP of elongated body and unconventional movements, conveying the brand core of relaxed, happy and unburdened.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
Based on customer cost considerations, snack consumer goods are in large quantities. We hope to use glossy aluminum foil bags to highlight the appetite of the products while ensuring the cost of product packaging.