Type of applicant company
品牌方
Country
中国
Company Website
Inner Mongolia Yili Industrial Group Co., Ltd
Images
Brand of the Product
SHUHUA
Designer Name
L3branding
Position of Designer
Team work
Target Consumer
Individuals aged 45 and above with hyperglycemia and diabetes, as well as those with sugar control needs
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; 其他销售渠道 医药（国大药房、老百姓大药房、一心堂）
Positioning
大货消费品 Mass Production
Design Story
Shuhua plans to launch a blood sugar control milk targeting individuals aged 45 and above with blood sugar chronic diseases (diabetes and high blood sugar). Following the concept of “Medicinal and Food”, the formula includes natural blood sugar control ingredients such as mulberry leaf extract, corn silk, and dietary fiber. The product needs to effectively communicate with the target consumer group through precise design: 1) Packaging design should emphasize the blood sugar control efficacy implied and the sense of health brought by the product. 2) The packaging design must be senior-friendly, with concise, clear, and prominent information etc. 3) Through clever design of craftsmanship, enhance the quality and gift attributes of the packaging.
Highlights
In terms of the packaging design concept, SHUHUA uses the brand IP image, an “bending exercise posture”, to associate with the characteristics of the middle-aged and elderly people who likes to exercise in parks or squares, signifying the vitality and health brought by AnTangJian, enhancing the favorability for the product, and bridging the gap with the target consumers. Combining with the downward arrow design, AnTangJian highlights sugar-control characteristics brought by the medicinal and food homologous ingredients “mulberry leaf and corn silk” as well as the product’s low GI attribute. The text is very concise and prominent, with large fonts that are very user-friendly for blood sugar management consumers aged 45 and above enabling them to quickly understand the product's core selling points and sugar-control effects while shopping in supermarkets.
Market Performance
In 2023, its sales revenue exceeded 80 million RMB.
Material（For concept works, please choose the material you plan to use）
纸质 Paper
Craft
The bronzing technology enhances the packing quality feeling of outer box. The inner box adopts SIG smiling face box, and facilitates the transportation and the storage.
Does the design solve the problems that are common across the product category? If so, please explain.
No
What functional designs of the work have enhanced the user experience?
The design of SHUHUA AnTangJian draws reference from packaging designs of certain domestic medications for hypertension, hyperlipidemia, and hyperglycemia, as well as functional food packaging from Japan. Through the incorporation of downward arrow elements combined with the combination design of medicinal and food homologous ingredients such as “mulberry leaf extract, corn silk,” the product’s characteristics of achieving sugar control effects through medicinal and food homology are highlighted, enabling individuals aged 45 and above with blood sugar management needs to quickly access product information.
Did the design help increase the sales performance of the product? If so, please give related evidence.
The packaging design of SHUHUA AnTangJian directly and explicitly implies its sugar control effects, thus it has gained favor from many chain pharmacy channels. Currently, AnTangJian is sold in over 10 top-tier pharmacy chains in China, including GuoDa Drugstore, LBX Pharmacy, and Yixintang. Seizing the opportunity presented by this product launch, SHUHUA successfully established a strategic partnership with Yunnan Yixintang, one of the top five chain pharmacies in China. Since June 2023, the product has been sold in 2,500 Yixintang stores, contributing to the achievement of the product’s business goals. In 2023, its sales revenue exceeded 80 million.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
No