Type of applicant company

设计机构

Country

中国

Company Website

https://sgkinc.com/zh-cn/

Images

Brand of the Product

Meadow Fresh

Designer Name

Shawn Gong, Scarlett Wang, SGK Shanghai Creative Team

Position of Designer

无

Target Consumer

Nutritional health and fitness-oriented population, mainly women.

Distribution Channels

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

Positioning

大货消费品 Mass Production

Design Story

Meadow Fresh is a native brand from New Zealand, launching the new 3.6g pure milk in the Chinese market. The package design needs to highlight the New Zealand brand genes, unique farming methods, and at the same time cater to the aesthetics of Chinese consumers. Based on the research in advance, followed the design concept of "ultimate purity", adopted minimalist aesthetics, and integrated the unique natural scenery and advantages of the pasture, portraying the New Zealand cows enjoying the sunshine in the New Zealand snowy mountain pastures, depicting a cozy and pure pure world.

Highlights

Meadow Fresh 3.6g milk is sourced from the snow pasture ecological ranch in New Zealand, with its pristine and diverse natural environment, known as the "last pure land on Earth".The overall packaging design adopts a minimalist style, combining simple graphics and fresh colors to create a unique visual image of cows enjoying sunshine in pure snow mountain pastures. This is also the core that we strive to make consumers remember, and can better arouse their longing for the natural scenery of New Zealand; The "Ultimate Pure Snow Mountain Ranch" interpreted through a minimalist style cleverly creates visual differentiation with other works, while also effectively reminding consumers of the brand's ranch advantages.

Market Performance

无

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

纸质 Paper

Craft

The manufacturing process of packaging adopts paper sterile milk packaging, which has been widely used in the dairy industry.
Our envisioned process is paper packaging, which highlights the minimalist style we want to emphasize by using unique spot colors on the packaging,
The final finished product packaging for mass production is highly consistent with our expected plan.

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

Common problems in the design of the same category include using a large area of white to highlight the properties of purity and dairy products; Using high saturation colors to attract consumer attention; Using cows and grasslands to depict the natural scenery of pastures; These highly homogenized design expressions have caused consumers to lose their attention to packaging.
We combine simple graphics and fresh colors to create a unique visual image of cows enjoying sunlight in a pure snowy mountain ranch. The unique visual style can better arouse consumer interest to understand the ranch advantages that the brand wants to emphasize and resonate with consumers.

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

We integrate the key information and selling points that the brand wants to convey to consumers through dialogue boxes into storytelling visuals, forming interactions between ranches and cows, making the overall packaging design more flexible and interesting, and enhancing the consumer experience.

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

The work has just been released and has played a certain driving role in improving sales.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

We have considered sustainability in the process of packaging design. Firstly, in the printing color, we try to control the use of less printing color to present our design; Secondly, in the use of color selection of low saturation color and the integration of environmental protection into the green color, to visually create a fresh and natural style, and to arouse the attention of consumers to the importance of sustainable development.