Type of applicant company
设计机构
Country
中国
Company Website
www.sparkad.cn
Images
Brand of the Product
Uni-president bing Bing Tang Xue Li.
Designer Name
Gavin Wang、Kelly Chen、Emon Kong、Kiko Haung、 Wen Cai、Wenny Hu、Jia Li
Position of Designer
无
Target Consumer
Young consumers in the Z generation have strong cultural confidence. Their demands for health and wellness are rising rapidly. In addition to physical value, they pay more attention to the emotional value brought by products.
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Positioning
大货消费品 Mass Production
Design Story
As a classic brand with a history of development for decades, the aging quality of its packaging image has become an urgent problem to be solved, and it needs to create a more youthful experience that meets the consumer groups of the Z generation.
In the brand's development process over the years, "Run" has always been the core keyword of the brand, and It is also the focal point that we focus on in this brand upgrade task.
Before launching the design, based on the oriental qualities of the product itself, and observing the trend of gradually increasing influence of Chinese culture among young groups we repositioned the brand as "Oriental Refreshment", making the brand a carrier for expressing cultural confidence.
Highlights
In terms of visual packaging design, we took culture as the anchor and explored the origin of bing tang xue li. We used the bright yellow enameled porcelain from the Qing Dynasty as the brand color, paired with the elegant cloisonné of pear leaves, and used fine brushwork to depict flying flowers of pear trees, so as to enhance the cultural value of the brand.
At the same time, we grasped three scenes on the side surface, and used a youthful language to communicate in depth with young consumer groups, taking the warm, relaxed attitude towards life in Chinese culture as the emotional value of the brand.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
We adopted partial gold foil printing to enhance the visual texture, and used wrapping process for the overall craftsmanship.
Does the design solve the problems that are common across the product category? If so, please explain.
无
What functional designs of the work have enhanced the user experience?
无
Did the design help increase the sales performance of the product? If so, please give related evidence.
无
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
无