Type of applicant company

设计机构

Country

中国

Company Website

无

Images

Brand of the Product

SHEN NONG XI

Designer Name

PUFINE Creativity

Position of Designer

Creative Director: Zhang Yanhu Designer: Zhang Yi Technical Directors: Zhou Xiaoli, Zhang Yuxiuan Rendering: Luo Kang

Target Consumer

Students over 7 years old and young office workers

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

In the current intensely competitive market for packaged drinking water, "Shenlong Creek" natural mineral water, which has been on the market for not long, is seeking a breakthrough in the fierce market. Facing the continuously increasing requirements of consumers for the quality of drinking water and their deep pursuit of product experience, emotional connection, and cultural value, it focuses on the specific market of student groups to establish a brand and product communication system. Healthy drinking should start from childhood. The product packaging is designed from the perspective of students, creating an exclusive cute IP "Water Treasure". The lively and interesting image attracts the student group more. Through the stories and interactions of "Water Treasure", it conveys and cultivates knowledge about healthy drinking, further stimulating love and loyalty to the brand.

Highlights

Clear, transparent, and round water droplets are created into a cute and adorable IP "Water Treasure", vividly presenting and increasing the interactivity and emotional value of the product.Reminder of drinking water schedule and small cards annotating the core selling points of the product, these beautiful, practical, and interesting designs endow the product with scene experience, cultural and creative development, health education, and other applicability in different scenarios, effectively enhancing brand promotion and dissemination, achieving a win-win situation of commercial value and social value.

Market Performance

nothing

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

PET塑料 PET material

Craft

The bottle body is made of recyclable PET plastic, and the bottle label uses a spot-color printed heat shrinkable label process.

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

There are high-quality mineral water sources developed in many parts of China, but due to limitations in production scale, cost control, and promotion, the products are homogeneous and lack distinctive features.The packaging design of this product starts from the segmented market, created through the product's IP and combined with students' consumption scenarios, highlighting the product's personality, enhancing its attractiveness, and enriching its educational and communication significance. The secondary development of the IP image also achieves brand chain connection and deep interaction with consumers.

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

nothing

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

Specific segmented markets combined with interesting, cute, and exclusive IP images can be more prominent in terminal displays, and vivid displays can obtain more sales opportunities.Reminder of drinking water schedule and small cards that annotate the core selling points of the product. These unique, beautiful, and practical design ideas are also combined with actual user experience to increase consumption frequency, cultivate consumption habits, and expand from segmented markets to omni channels. The development of cultural and creative products with IP image can also significantly increase the brand's dissemination and influence in commercial and social promotion.

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

By anthropomorphizing the design of water droplets, they can serve as ambassadors for water resource conservation, promoting and disseminating sustainable environmental and healthy lifestyles. Through the consumption experience of student groups, the brand's user base and habits can be cultivated, thereby establishing sustainable brand commercial value.