Type of applicant company
品牌方
Country
中国
Company Website
https://www.herbalife.cn/
Images
Brand of the Product
Zhimanxing
Designer Name
Emily CAO, Vivi Hu, Hanks Han, David Zhang, Charles Chen, Yongjian Zhang
Position of Designer
无
Target Consumer
People over 4 years old. Considering that children are an important consumer group of this product, in order to increase their preference for the product and the convenience of use, this interesting and easy-to-open structure is designed, and the artwork and structure are perfectly match through vivid artwork design.
Distribution Channels
其他销售渠道 零售
Positioning
大货消费品 Mass Production
Design Story
People over 4 years old are target consumers. Considering that children are an important consumer group of this product, in order to increase their preference for the product and the convenience of use, this interesting and easy-to-open structure is designed, and the artwork and structure are perfectly match through vivid artwork design.
More importantly, after several rounds of structural optimization and tests by overcoming the challenged express condition, the lightweighted paperboard was selected which was well-balanced the packaging integrity and sustainability.
Highlights
1. Eco-friendly: The lightweight FSC material for this structure was developed and used. And a variety of reuse functions of the carton after the product is eaten up: storage box, coloring card.
2. Creative structure design: It adopts the front pull open design, which is especially suitable for individually packaged gummy products. It is easy to use and easy to share.
3. Convenient & interesting: the artwork design and structure are perfectly matched. The tear-off structure is designed like a dinosaur's mouth, which is cute and funny. There are 2 small teeth at the opening, which are positioned to lock the opening.
4. Social attributes: The body of the dinosaur occupies 3 surfaces of the carton box. Collect three boxes and summon the Dragon. Increase topicality and social attributes.
5. Blind box concept: Four different sketches are designed inside the carton and randomly assigned. People never know which sketch they can get unless open the carton.
6. The inner packet is translucent with matte texture delivers high end perception and offers the transparency for seeing the different gummy shapes. There are two different artwork designs of the packet, and the stories are linked with the product ingredients. The gummies are shaped to match the external dinosaur artwork, with dinosaur shapes, dinosaur claw shapes, and dinosaur egg shapes.
Market Performance
The 1st 3-month sales performance is 90% higher than forecast.
Material（For concept works, please choose the material you plan to use）
纸质 Paper
Craft
The inner film is matt coated transparent film, which is convenient to see the different shapes of gummies inside and enhance premium perception. The outer carton box adopts the front opening tear line, with the big mouth of the dinosaur on the artwork, which is fun and interesting.
And the outer box is printed with a full version of matte oil, except the dinosaur body part is printed with varnish together with the embossing process to highlight the image of the IP dinosaur. The lock structure at the opening is designed as the teeth of the dinosaur, which is both functional and interesting.
Does the design solve the problems that are common across the product category? If so, please explain.
Considering the vibration and impact in the express delivery process, the conventional front large-opening carton box is mostly made of micro-corrugated cardboard or thicker white card with film laminated to avoid damage to the opening. In order to be environmentally friendly and provide the highest opening experience, through the screening of a variety of materials and the optimization of the details of the opening structure many times, 370g lightweight non-coated FSC cardboard was finally used to ensure smooth opening and environmental protection while taking into account the strength of the carton.
What functional designs of the work have enhanced the user experience?
1. The large front pull-out cabinet opening makes it easy to get the individually wrapped gummies inside
2. The special easy-tear structure design is easy to open
3. Dinosaur teeth act as clips for easy fixation of openings and closures
4. The inner packaging is transparent, which is convenient for choosing different gummies shapes.
Did the design help increase the sales performance of the product? If so, please give related evidence.
The 1st 3-month sales performance is 90% higher than forecast.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
1. Considering the material selection: the carton is using the light-weighted paperboard without film lamination, and it’s FSC certified material FSC certified material.
2. Considering reuse: it’s designed for reused as storage box, coloring card.