Type of applicant company

品牌方

Country

中国

Company Website

https://www.by-health.com/

Images

Brand of the Product

Slimu Probiotic

Designer Name

Darren Chan, Dongmei Chung, June Wen

Position of Designer

Creative Direction, Designer, Designer

Target Consumer

Young women aged 25-35 who have a strong need for abdominal fat loss

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

Slimu is a probiotic product designed for young women's slimming waist under the Lifespace brand.The slimming track is a market filled with competing products, and the market is generally dominated by square packaging boxes. Therefore, we created a unique box shape that simulates the waist of women, which intuitively conveys the product function and distinguishes it from competitive products. The outer box structure line evolved from the leaf shape of the parent brand lifespace logo as the design origin, and a variety of micro-ecological patterns with different shapes and colors are arranged on the surface of the box, echoing the brand positioning of the parent brand lifespace as the pioneer of human micro-ecology research, and also making the packaging style more in line with the aesthetics of young people. The overall style has a professional sense and fashion, which can attract young consumers online.

Highlights

Slimu's PET material box shape simulates the female waist, forming a clear distinction with the competing products that are generally square cartons on the market, highlighting the product function of thin waist, and also derived the nickname "small blue waist" for the product, greatly reducing the cost of communication with users, and being a search keyword for online sales is very conducive to sales. The flexible and changeable pattern on the surface of the packaging is as wonderful as the human micro-ecology, and the combination of brand blue and bright auxiliary colors makes the packaging closer to the style of FMCG, different from the medicinal style of competing products, better attract young consumers online, and reduce the psychological burden of users when taking.

Market Performance

Slimu probiotics in the market within 1 year, sales have exceeded 100 million. And the growth is continuing.

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

PET塑料 PET material

Craft

Unlike the conventional carton packaging used by most competitive products on the market, Slimu's innovative structural shape is combined with environmentally friendly PET materials and laser hot stamping and embossed processes to enhance product differentiation and sense of value.

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

Most competing products on the market are packaged in conventional, dull square cartons, and the packaging style also has a medicinal feel. Users feel the psychological burden of "taking medicine" when taking them. The packaging of Slimu probiotics is obviously different from competing products in terms of structural shape, material technology, and graphic design style. The design of FMCG style also reduces the psychological burden on users to a certain extent. In addition, the overall design of the packaging takes into account both value and professionalism, which is conducive to building consumer trust.

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

The unique box-shaped structure has been repeatedly refined to show the curvy beauty of the female body, making it easier for consumers to appreciate and understand the product's functions. At the same time, the independent and considerate inner packaging makes it easy to carry and share.

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

Slimu probiotics has exceeded 100 million in sales within one year of listing. And the growth is continuing.

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

The packaging box uses recyclable PET environmental protection materials, which is conducive to the sustainable development of the earth. The uniqueness of the packaging design enables the goods to escape from the fierce market competition. And the sense of value brought by the packaging design enhances the premium ability of the product to a certain extent, which is conducive to the sustainable and high-quality development of the product in the business.