Type of applicant company
品牌方
Country
中国
Company Website
https://www.weigangdairy.com/
Images
Brand of the Product
Weigang
Designer Name
Yue
Position of Designer
design manager
Target Consumer
Target audience: Women aged 31-45 who pay attention to their families and pursue quality, as well as dynamic young people who enjoy themselves and demand delicious food
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS
Positioning
大货消费品 Mass Production
Design Story
This is a pure milk product co-branded with Nanjing Museum. This product is not only a high-quality nutritious food, but also a work of art full of cultural heritage.
The design inspiration of this product packaging comes from three works in Ma Quan's "Flowers and Birds". As an outstanding female painter in the Qing Dynasty, her flower and bird painting style is fresh and refined, full of natural agility. By incorporating her works of art into product packaging, more people can understand and appreciate our traditional Chinese cultural treasures.
The outer box and inner packaging of the product are selected from the classic elements of "Flowers and Birds", which combine traditional art with modern aesthetics. The soft and natural tones are matched with the delicate brushwork style, making the product both artistic and conveying the natural and healthy attributes of pure milk.
This packaging stands out in the market through the integration of cultural elements and artistic styles. When choosing products, consumers not only pay attention to quality, but also pay more attention to cultural and aesthetic values. Each box of our milk is like a beautiful painting, and the carefully crafted details bring consumers a dual enjoyment of vision and taste, satisfying consumers' pursuit of high quality and uniqueness.
In terms of cultural and social significance, we hope that through this design, we can promote the dissemination and inheritance of traditional culture, subtly convey the profound cultural connotation, and let more people feel the beauty of art and the charm of culture.
Highlights
This pure milk product, co-branded with Nanjing Museum, incorporates Ma Quan's classic flower and bird paintings through exquisite packaging design, making each box of milk as unique as a work of art. The highlight that consumers are most likely to remember is its visual impact of integrating traditional culture with modern aesthetics, which brings a strong sense of cultural identity. Compared with other similar products, the added value of this product lies in the artistry and cultural depth it conveys. It is not only a nutritious food, but also a cultural experience that satisfies consumers' comprehensive pursuit of quality, health and aesthetics.
Market Performance
Product sales performance: since the product was launched in June, it has sold 54795 cases in total, with a total sales of 2 million yuan. During the Mid-Autumn Festival and National Day, the single product sales exceeded 800000, with a sales volume of 21194 cases, of which the sales of the special channel and Shandong region accounted for 17.5% and 27.6% respectively. The average monthly sales growth rate was 23%, and the market growth rate was significantly improved.
Material（For concept works, please choose the material you plan to use）
其他 三层E瓦材质 Three-layer corrugated paper material
Craft
Craftsmanship of the artwork: The outer box is made of three-layer E-tile material, and the outer design pattern adopts the content of the famous Qing Dynasty female painter Ma Quan's "Flower and Bird Atlas" for cross-border collaboration, exploring historical treasures and inheriting quality craftsmanship. There are three different patterns inside, freehand flowers and birds, elegant colors, and one by one, as if composing a hymn to the natural world. We seek more definitions of vitality from nature.
Does the design solve the problems that are common across the product category? If so, please explain.
Products in the same category lack attractiveness in terms of appearance design and have slightly lower protein content in terms of functionality. And our product focuses on protein content in terms of functionality, and the formula for cleaning only contains raw milk. Common packaging designs are prone to falling into clich é s, but we collaborated with the Nanjing Museum to use elements from the famous Qing Dynasty painter Ma Quan's "Flower and Bird Atlas" in our design, with elegant and attractive colors.
What functional designs of the work have enhanced the user experience?
NOT
Did the design help increase the sales performance of the product? If so, please give related evidence.
The exterior design is in collaboration with the Nanjing Museum, using elements from the famous Qing Dynasty female painter Ma Quan's "Flower and Bird Atlas". The painting has a vivid and elegant brushwork, and its commercial coloring method on the brush highlights the exquisite and meticulous nature of the work, making our product more attractive in appearance. Compared to our similar products, this product has seen a 47% year-on-year increase in sales since its launch, greatly increasing our sales performance and profits.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
Regarding environmental protection, we always adhere to the sustainable development strategy, establishing our own ecological pasture to protect the environment while providing a more natural and high-quality source of healthy milk, and caring for the healthy lives of more families. The flower and bird patterns used in the packaging design are more like invitations we send to the natural world, conveying the meaning of "we pursue nature, more about the definition of freshness"