Type of applicant company

供应商

Country

中国

Company Website

https://www.mengniu.com.cn/

Images

Brand of the Product

Guan Yi Ru

Designer Name

Bayi、 Xingcheng、 Jiang Yanan

Position of Designer

无

Target Consumer

Mature and highly educated women around the age of 35, living in high-tier cities, highly educated, high-income smart healthy lifestylers. They are willing to learn new concepts and trends, and are good at exploring health solutions suitable for themselves and their families.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

As a yogurt with health food certification, enhancing immunity needs to fully express the product's functional sense in packaging design.

The front of the product features a minimalist and fashionable label aesthetic, highlighting the core information of the product. The product claim, strain, and RTB are clearly visible, enhancing the professionalism and trustworthiness of the product. The bottle cap and overall color tone use brand blue and white, representing yogurt, continuing the brand tone and category perception.

At the same time, the highly popular IP for enhancing immunity - Molly, who is deeply loved by the target audience, lowers the threshold for consumers to understand the function of "immunity" with a more realistic and vibrant image, and quickly perceives the health benefits that enhancing immunity can bring.

The professional and minimalist front of the packaging, along with the lively and cute side of the packaging, will be alternately placed on the terminal shelf to enhance the product's selling power, enhance the shelf penetration of the product, and promote the consumption behavior of the target audience.

Highlights

In terms of IP image design, the strong image of Molly's "Instant Superpower" series was selected, highlighting the health benefits that "enhancing immunity" can bring with a two-dimensional image of weightlifting; Let Molly step on the barbell plate and add elements such as shields and mushroom balls around to further enhance the sense of functionality;

In terms of product name design, in order to match Molly's cute image, the side product name uses a younger and more milky font, with a comic style design, making the product name eye-catching, clear, and full of vitality;

In terms of color selection for bottle caps, based on the consideration that the product cap is the most easily recognizable part of the terminal, brand blue is used for bottle caps to enhance brand awareness and make them stand out at the terminal.

Market Performance

无

Material（For concept works, please choose the material you plan to use）

PET塑料 PET material

Craft

PET process, incorporating green recycling, can be recycled.