Type of applicant company

设计机构

Country

英国 中国 美国

Company Website

https://jdoglobal.com/

Images

Brand of the Product

Jing Healthcare No. 1

Designer Name

JDO

Position of Designer

无

Target Consumer

Social elites and affluent consumers who increasingly prioritise their health and well-being.

Distribution Channels

其他销售渠道 官方直销

Positioning

奢侈品 Luxury

Design Story

Jing Healthcare No. 1 is an exceptional medicinal baijiu crafted with meticulous care, using carefully selected natural ingredients sourced from the most esteemed and rare locations across China. JDO was tasked with designing an ultra-premium bottle and packaging that would reinforce Jing Brand's position as the leading provider of premium comprehensive healthcare spirits.

After an in-depth strategic immersion into the category, consumer, and brand, JDO developed the concept of "Masters of Health" as springboard for creativity. Drawing inspiration from the medicine cabinets used by masters of traditional Chinese medicine, the custom-made glass bottle makes a bold and exquisite statement, instilling confidence in the brand's rich heritage and expertise. Together with the visual principles of preciousness, precision, and perfection woven into the design to communicate the exceptional quality and benefits of the exquisite spirit.

Highlights

JDO's redesign brings together the mastery of traditional Chinese medicine and the pinnacle of modern luxury. The striking bottle draws inspiration from the medicine cabinets used by traditional Chinese medicine masters while the elegant glassware features an updated wordmark in an old-world Chinese script to honour the brand's heritage. The design carefully considers every interaction to create a sense of elevated status, while the visual synergy among all the elements creates a seamless brand expression. Jing Healthcare No. 1 now stands out and stands proud, reflecting the exceptional quality of the elixir it holds within.

Market Performance

Before undergoing a redesign, sales for Jing Healthcare No.1 were around 4,749,200 Yuan. However, the year after the relaunch (2021-2022), the sales of Jing Healthcare No. 1 experienced a remarkable tripling, reaching 16,610,000 Yuan. The subsequent year (2022-2023) witnessed another impressive milestone as sales doubled, soaring to 34,720,700 Yuan.

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

其他 玻璃

Craft

Jing Healthcare No. 1 packaging is meticulously crafted through a small-batch production process. We start by carefully selecting high-quality foils, metals, fine papers, and rich inks. Manufacturing then focuses on the intricacies of each bottle. Although this method is not widely employed due to its emphasis on small-batch production and attention to detail, it has proven effective in creating an ultra-premium bottle that stands out in terms of both craftsmanship and visual appeal.

Does the design solve the problems that are common across the product category? If so, please explain.

While consuming medicinal baijiu has ancient roots in China, in the modern world, market penetration is small. One of our goals with the redesign of Jing Healthcare No.1 was to grow the category by creating a design that honours the past while looking toward the future. The design achieves this by establishing harmony between a series of different principles: Eastern and Western expressions of premium; modern efficacy and ancient wisdom; functional purpose and aesthetic beauty; simplicity and intricacy.

What functional designs of the work have enhanced the user experience?

The design of Jing Healthcare No.1 includes functional elements aimed at enhancing the customer experience. Within the packaging, every detail of the ritual is meticulously arranged – from the expertly crafted glasses to the perfectly balanced ladle, and a specially designed bottle lip for savouring every last drop. Each interaction with the bottle and packaging is thoughtfully considered to evoke a sense of ritual, creating a captivating and dramatic experience.

Did the design help increase the sales performance of the product? If so, please give related evidence.

Following the redesign in 2021-2022, sales tripled to 16,610,000 Yuan (approximately 1,793,000 GBP). The subsequent year (2022-2023) saw another substantial increase, with sales doubling to an impressive 34,720,700 Yuan (3,748,099 GBP). This substantial growth in sales provides concrete evidence of the positive impact of the redesign on the product's sales performance.