Type of applicant company

品牌方

Country

中国

Company Website

https://www.ryytn.com/

Images

Brand of the Product

DUNDUN MILK POWDER

Designer Name

Adopt A Cow Milk Powder Product Marketing Department

Position of Designer

无

Target Consumer

People who have daily calcium and protein needs and will supplement through dairy products. The product is edible for the whole family over 3 years old, containing A2 type protein + raw milk calcium, which is better absorbed; Add dietary fiber to protect the stomach. The target buyers are exquisite mothers and white-collar workers, mainly aged 25-40 years old, concentrated in first- and second-tier cities.

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

In recent years, in the family milk powder market, more brands have launched new products in the shape of tons and barrels, and the novel shape is widely praised by consumers. At present, this type of product is made of ordinary screw cap, and the powder spoon is mixed together without a separate storage position, and the milk powder is mixed together, and the user needs to find the powder spoon after long-term transportation, and the hand will be in direct contact with the milk powder in the process. On the basis of the ton-ton barrel modeling, this product uses aluminum film heat sealing through production line technology innovation, and can be vacuumed + nitrogen filled before sealing to reduce oxygen in the tank and avoid microbial reproduction; At the same time, it is equipped with a lid with an integrated design of the scoop cap, which is combined with the capping technology. The individually packaged powder spoon is directly buckled on the lid, and the user can open the lid to see, so that the powder can be taken without worry and effort, and the spoon can be re-buckled back to the inner lid after each brewing, and it can also be kept hygienic and fast for long-term consumption.

Highlights

1. The design of milk powder products is mostly grassland, cow and milk droplet elements, and the design styles of different brands and products are relatively close. Because this product adopts the shape of tons and tons of barrels, it chooses to co-brand innovation with the "tons of tons" brand at the product design level to create a new "tons of milk powder", and the packaging design also adopts an innovative and simple design style, which is obviously different from similar products and leaves a deep and unique impression on users.
2. Take the powder spoon and choose a unique double-fold bull's head spoon. The double-fold design extends the handle of the spoon, so that the user can easily pick up the powder and avoid waste; The bull head spoon chooses the yellow brand logo, and the cute and cute shape has been well received by users.

Market Performance

The product was launched in October, and the main sales channel is Douyin. As of early December, the sales of new products exceeded 5w cans!
Once won the TOP1 of the Douyin Nutritional Milk Powder Hot List! Douyin channel sales are stable and remain in the top 10 of the whole family's nutritional milk powder category.

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

PET塑料 PET material

Craft

The product innovates from the production line and adjusts the product packaging structure.
The production line combines high-barrier PET plastic cans with aluminum film through heat sealing process, which has good oxygen and moisture-proof effects; Combined with the process of vacuum pumping + nitrogen filling, the amount of residual oxygen in the milk powder can is reduced, and the milk powder is prevented from deteriorating or absorbing moisture due to contact with water and oxygen in the air, which affects the consumption of consumers. At the same time, the innovative use of capping technology optimizes the customary screw cap to the scoop lid integrated lid type, which makes it easier and more hygienic for users to open and eat.
This technology is not widely used at present, and the production line is the only one, and it is only used for the production of this product.

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

The design of similar products adopts the screw cap design, which has the inconvenience and hygiene problems of consumers when opening the cover;
By adjusting the production and packaging process, the common screw cap is changed to an integrated spoon cap, and the individually packaged spoon is embedded inside the lid, and the user can see it when the lid is opened. You can take the powder directly, avoid rummaging and touching the milk powder directly; After taking the powder, the spoon can be inserted back into place to avoid dirty hands from using the milk powder spoon for the second time.

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

Adjust the lid design to make it more convenient and hygienic for users to eat milk powder.

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

With the development of the market, the basic needs of users in the food sector - to be full have been satisfied. How to make users eat well and eat more conveniently is the purpose of the brand's continuous innovation. This product provides users with a more convenient service by using a better absorption A2 milk source and an innovative tonne-ton-ton-bucket spoon powder separation design. We can continue to expand more and better brewing products based on this product structure.