Type of applicant company
设计机构
Country
中国
Company Website
https://saymeow.zcool.com.cn
Images
Brand of the Product
Moook
Designer Name
SayMeow
Position of Designer
N/A
Target Consumer
Moook dairy products target at new middle class family consumers in China, over 50% of whom live in mega cities. They have a growing need for quality dairy products, especially fresh milk and yoghurt. They are learned about how milk is processed, and they are more focused on the actual quality, instead of the labeling, of the products. Big brand names and new concepts have little influence on their consumption choice.
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS
Positioning
大货消费品 Mass Production
Design Story
One new label after another was put on the milk packaging. When looking at the fancy concepts, consumers may feel “well, Okey”, while the milk products taste less milky. To explore the criteria behind those labels, and to set up benchmarks beyond labeling, we fantasized this conversation that doesn’t really exist. Talk to “moo” about milk. “De-labeling” is the core of this exploration. Other than cow’s mooing, Moook uses no vocabulary that may increase cognitive barriers, and only applies products approved by moo. About Moook, moo says OK.
Highlights
On product selling points, every dairy brand has its own language system. Moook builds its brand language upon a conversation to cows, taking “moo language” as its mother tongue, thus building its unique visual symbol of cow and conversation bubble, keeping packaging simple and clear. Cow performs the First Guarantor of Moook’s dairy products. The personified brand characteristics, have shortened the distance between consumers and the cows on the ranch. When you hear cows mooing, you know that Moook is Ok.
Market Performance
N/A
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material; 纸质 Paper
Craft
Moook fresh milk products apply gable top carton packages. Yoghurt products apply PE packages.
Does the design solve the problems that are common across the product category? If so, please explain.
N/A
What functional designs of the work have enhanced the user experience?
N/A
Did the design help increase the sales performance of the product? If so, please give related evidence.
N/A
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
Ranch tourism is Moook’s choice of sustainable development. Through ranch and industry tourism, Moook provides an opportunity for consumers to enjoy a quality time while observing cows closely. On one hand, it provides dairy product education to urban population; on the other hand, Moook gains trust by being transparent to the public.