Type of applicant company

供应商

Country

中国

Company Website

中国

Images

Brand of the Product

MENGNIU

Designer Name

Amcor's Naked Eye 3D Ice Cream Packaging Project Team

Position of Designer

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Target Consumer

Young Consumers: Particularly the Gen Z demographic, who place a high premium on the aesthetic appeal and innovative aspects of products, and are keen on pursuing novel consumer experiences. Quality and Safety Conscious Consumers: Naked Eye 3D packaging not only offers a high degree of visual appeal but also incorporates anti-counterfeiting features, meeting the consumers' concerns for product quality and safety.

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

Background: In the fiercely competitive ice cream market, product packaging design has become one of the key factors in attracting consumers. When making purchasing decisions, consumers are often quickly drawn to the appearance of a product. Furthermore, as consumers' concern for product information transparency and anti-counterfeiting increases, the safety and anti-counterfeiting features of packaging have become increasingly important.
Philosophy: Amcor is committed to creating a unique market competitive edge for Mengniu Ice Cream through innovative packaging technology. The Naked Eye 3D packaging not only enhances the visual impact and appeal of the product but also adds brand value and cultural depth. At the same time, this packaging meets consumers' demands for high quality and safety

Highlights

High-Aesthetic Visual Experience: The Naked Eye 3D printing technology delivers a full-perspective three-dimensional effect, endowing packaging designs with a powerful visual impact and allure. This allows consumers to enjoy the 3D product patterns without the need for any additional viewing equipment.
Enhancement of Brand Value: The use of distinctive visual presentation techniques to showcase brand elements endows the product with unique cultural significance and brand value, appealing to a broader base of brand enthusiasts.
Anti-Counterfeiting Features: The packaging incorporates hidden and dynamic graphic and text elements that serve as effective anti-counterfeiting measures, bolstering consumer trust in the brand.
Differentiated Competitive Advantage: This innovative packaging design distinguishes the product from the myriad of other ice cream offerings, providing a highly unique positioning that empowers Mengniu Ice Cream to secure a competitive edge in the highly competitive market.

Market Performance

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

其他 MOPP/PE

Craft

The first product to integrate Naked Eye 3D technology with flexible packaging. The printing process is unique, capable of producing both Naked Eye 3D and holographic effects, with the visual effects being position-specific. This Naked Eye 3D technology combines various processes such as micro-nano optical processing, miniaturized printing technology, and precision molding, representing a cutting-edge product in the field of visual anti-counterfeiting. When viewed with both eyes, the graphic layer and the surface printing layer of the film have a depth of field ranging from 0-30mm, with the depth of field effect appearing to float or sink.

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

Currently, stick-style ice cream packaging is high-speed, with very thin film rolls. Since the realization of Naked Eye 3D requires the use of thicker film rolls, the sealing speed of ordinary packaging machines cannot meet the requirements. Through the adjustment of Amcor's PE film formula and process, along with the modification of packaging equipment on Mengniu's end, the machine packaging requirements for ice cream packaging film are satisfied.

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

Visual Impact: It uses 3D printing technology to create a three-dimensional effect on the packaging. Patterns like the three-leaf clover strengthen brand recognition.
Dynamic Anti-counterfeiting: The information on the packaging can change dynamically and can be combined with QR codes for anti-counterfeiting and traceability, improving product safety.
Scene Association: For example, the lightning pattern on the Bing+ series highlights the sports scene, enhancing the association with consumers' specific scenes, stimulating interest and interaction.