Type of applicant company
品牌方
Country
中国
Company Website
https://www.mengniu.com.cn
Images
Brand of the Product
MILK DELUXE
Designer Name
Creative Director: Bin He; Designer: Bin He &Jia Lv; Illustrator: Pengjie Ouyang
Position of Designer
Creative Director: Bin He; Designer: Bin He &Jia Lv; Illustrator: Pengjie Ouyang
Target Consumer
25-40 years old energetic educated class who consistently pursue personal growth.
Distribution Channels
电商 E-commerce
Positioning
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
The Deluxe Milk Desert Organic Pure Milk co-sponsored Shanghai Dragon TV to launch a large-scale environmental protection and public welfare documentary program called "A Green Trip", focusing on environmental issues.The product is packaged in a "Earth Friends limited edition" design based on the representative regions traveled by the three environmental activists in the program - the Hoh Xil, Angsai, and Ulan Buh Desert Oasis.
The theme of the three packaging designs is: there is an environment, there is a host. The back of the bottle uses the animals living in the protected area as the main design body, and the living environment of the animals is displayed in the form of illustration. Hoh Xil - Tibetan antelope, Valley of the Cats - snow leopard, The Ulan Buh Desert oasis - cows, tell their stories with the environment through packaging, passing on the environmental concept of concern for the earth, harmonious coexistence between human and nature, and building an organic home.
Highlights
The whole packaging is based on the texture and color of wood fiber, and the main color is green, which represents the feeling of organic and natural. The front retains the regular packaging design to ensure the brand identification.The back shows animals portraits and their living environment with fine brush strokes. The theme of harmonious coexistence between Human and nature is intuitively displayed. And through the form of QR code landing page, raised the awareness of environment protection.
Market Performance
NO
Material（For concept works, please choose the material you plan to use）
其他 全球首发利乐如木环保材质包250mL（Tetra Par’s sustainable carton package 250mL）
Craft
By using Tetra Par’s sustainable carton package to represent the pure of the product itself, and the philosophy of environment protection and the harmony between human and nature.The cap is based on plants, using renewable sugar cane instead of fossil materials, and implementing the environmental concept of caring for the earth in the details.
Does the design solve the problems that are common across the product category? If so, please explain.
How to attract consumers to join the environmental issues, and obtain relevant information through small packaging has become problem. The packaging adopts the form of meticulous hand-drawn illustration, and the fine combination of dots and lines forming the image of animals. The eyes of animals are directly touching people's hearts, as if they are telling their experiences. In addition, in order to solve the problem of limited space on packaging, QR code is used to link to the online page, so that consumers can read the story about the endangered animals.
What functional designs of the work have enhanced the user experience?
NO
Did the design help increase the sales performance of the product? If so, please give related evidence.
NO
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
The use of Tetra Par’s sustainable carton package to maintain the color and fiber texture of the wood pulp, through the FSC sustainable forest management certified cardboard, can be recycled and reused, to achieve the original concept of more environmentally friendly; There is no white coating on the surface of the cardboard, and the upper layer of the cardboard does not do bleaching treatment, which maintains the texture and color of the log fiber, and reduces the pollution caused by the bleaching process to a certain extent. At the same time, the bottle cap is plant-based, using sugar cane instead of fossil materials, which reduces the carbon footprint by 8%, and is more environmentally friendly than the existing packaging material. The packaging is also by far the lowest carbon footprint of the 250ml Dreamcap packaging in the world.