Type of applicant company

品牌方

Country

中国

Company Website

https://www.yili.com/

Images

Brand of the Product

Zhen Nong

Designer Name

HM-Violet Chen

Position of Designer

Creative Director

Target Consumer

Young college students

Distribution Channels

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 the only designated dairy product for the FISU World University Games 2023, Yili Zhen Nong Milk is specially designed the Dream Limited Pack. Its design is an artistic combo of regional characteristics (most notably and national treasure panda) and sportsmanship (endorsement by Asian flyer Su Bingtian, the queen of butterfly Zhang Yufei), which makes a strong visual impact in packaging.
Under the slogan “Make dreams come true”, it delivers such ideas as that young and vibrant college students around the world have a bright future on the international arena and sports are synonymous with friendship and no borders. The design dignifies the brand image and defines the product as an emblem for an upbeat lifestyle, thus expanding brand influence and establishing energetic and healthy emotional bond with consumers.

Highlights

Ingenious blend of regional characteristics and sportsmanship: the subtle packaging design, which is coupled with FISU World University Games 2023 in Chengdu and panda (hallmark of Chengdu even China), highlights regional characteristics and speaks volumes for the uplifting sportsmanship and national pride. The creative design masterfully binds together local culture and international game, which is of utmost appeal and originality.

Groundbreaking visual experience: the design blends the iconic VI image with panda and athletic luminaries, making the product more identifiable through unique visual design. The endorsement by Su Bingtian and Zhang Yufei, the two big names in the sphere of sports increased brand awareness.

With the blessing of sports stars, Zhen Nong Milk has conveyed the sportsmanship of health, vitality and hard work to the whole society. Driven by Zhennong Milk, more and more people have begun to pay attention to daily physical exercise and nutritional intake, forming a positive attitude towards life.

Market Performance

Sold 80,000 cartons of milk in half a month，driving the overall performance of Zhen Nong to increase by 120% year-on-year.

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

纸质 Paper

Craft

Tetra Pak eco-friendly material
Four color printing