Type of applicant company

品牌方

Country

中国

Company Website

无

Images

Brand of the Product

Liu Yang

Designer Name

Keiko，Lisa、Fexu

Position of Designer

None

Target Consumer

Five Elements Six Nourishing Water line simplifies your health routine, following the traditional Chinese medicine concept of "gold, wood, water, fire and earth". We extracted a variety of traditional Chinese herbs to develop five different attributes of healthy drinks. For those who agree with the traditional Chinese health regimen, but do not have much time to "boil, stew or cook" , we provide a more convenient way of health, so that consumers can open the lid anytime, anywhere, to maintain a healthy state. At the same time, as a delicious and healthy plant-based beverage, it provides a new choice for people who do not like to drink plain water but are concerned about the clarity of ingredients.

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

With the rise of the concept of "convenient health", consumer‘s demand is also shifted from "delicious" to "delicious and healthy" . The Six Nourishing Water line follows the traditional Chinese medicine theory of five elements, corresponding to five colours and to five organs. We developed five different healthy drinks with different attributes. Based on the principle that specific food corresponds to the internal organs, "green is liver, red is heart, white is lung, yellow is spleen, and black is kidney". Our independent research and development team innovates on this concept to explore new ways of drinking traditional Chinese nourishing ingredients.
The packaging design concept, embracing the new Chinese oriental aesthetics, uses Chinese painting techniques for the graphic design, with diffuse features that give the picture a hazy and soft feeling. The text on our package is in line with the characteristics of oriental caligraphy,remaining a bit clumsiness. And by optimising the character’s structure, a more rhythmic Chinese font is designed. The back of the package combines the concept of five elements corresponding to the five colours of the product series, and innovatively designed the [ corner markers to attribute of the five elements] on the package, five products correspond to "gold, wood, water, fire and earth". As a result, we make the package design more traditional Chinese culture to meet the diversified needs of the consumers. The overall style of the packaging inherited traditional Chinese athletics and subtle beauty, improved with modern techniques, emphasising the natural health and Chinese health attributes of the product.

Highlights

Few packaging designs on nowadays market are based on oriental aesthetics.Five Elements Six Nourishing Water line innovatively combines Chinese painting techniques. Drawing inspiration from the traditional Chinese herbs boiling in water.We wrote down the food pattern, emphasizing the soft transition of colours and the diffusion, shaping the artistic conception of traditional Chinese ink painting.
The implicative oriental aesthetic is in line with the position of the Five Elements Six Nourishing Water line. The illustration design on the package emphasizes on imagination.We express oriental plantings through change in color shades, triggering consumers' awareness of the product attributes. The text layout is inspired by traditional Chinese calligraphy, through the lightness and heaviness of the brush stroke, giving people a vivid sense of pure beauty.
Consumers are also choosing their lifestyle when they choose products. The Five Elements Six Nourishing Water line hopes to convey a new concept of Chinese health care by combining ancient and modern oriental aesthetics.
We provided consumers with a combination of health and beauty to relax their daily emotions and relieve anxieties.

Market Performance

New Item，None

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

PET塑料 PET material

Craft

The package is designed to be transparent on the top and solid on the bottom to better reveal the colour of the drink, while highlighted the sense of oriental aesthetics. We used clean formula in the production of our products and no food coloring is added.Five Elements Six Nourishing Water line allows consumers to see the natural colour of ingredients.

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

The pattern design on traditional packaging is too rigid. Five Elements Six Nourishing Water line follows the traditional Chinese aesthetics.We use oriental plants in abstract designs on the packaging.Therefore, the plant illustrations on the packaging are more vivid and in line with the Chinese aesthetic style.

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

None

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

None

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

None