Type of applicant company

品牌方

Country

中国

Company Website

https://www.yili.com/

Images

Brand of the Product

BeiChang

Designer Name

Suo XiaoMeng

Position of Designer

无

Target Consumer

igh-end nutrition consumers: urban white-collar professionals and middle-to-high-income individuals who prioritize a healthy lifestyle and are willing to pay a premium for high-quality dairy products.

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

This goat milk powder packaging is centered around the concept of a “Gift from the Steppe,” highlighting its premium quality sourced from pristine grassland pastures. The dominant grass-green color symbolizes nature, health, and sustainability, reinforcing the product’s organic attributes and high-end positioning. The design blends modern minimalism with traditional steppe elements. The abstract blue river represents natural ecology, while scattered silhouettes of goats create a dynamic composition, symbolizing free-range grazing and natural growth. The handwritten-style typography adds cultural depth and a sense of authenticity to the brand.

Highlights

Design Highlights
1. Natural & Ecological Imagery – Green pastures, a blue river, and white goat silhouettes create a fresh, pure, and eco-friendly brand identity.
2. Modern Minimalist Aesthetic – A refined colour palette and clean design enhance the premium feel while maintaining professionalism.clearly communicating the product’s uniqueness and premium positioning
3. Strong Regional Identity – Incorporating steppe landscapes and pastoral elements emphasize the product’s farm-direct origin, building trust in milk quality.
Added Value
1、Luxury Gift Appeal – The box-style packaging enhances its suitability for premium gifting, catering to the high-end market.
2、Natural & Healthy Image – Highlights the pure goat milk powder concept, appealing to health-conscious consumers.
3、Cultural & Emotional Connection – The “grassland gift” concept adds sentimental value, strengthening brand affinity and customer loyalty.

Market Performance

无

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

纸质 Paper

Craft

The packaging concept emphasizes a premium feel, fine texture, and rich visual layers through the use of techniques such as hot stamping, UV coating, and embossing to enhance brand value, making it not just a product package but also a gift experience that meets the demands of high-end markets. This gift box is made from high-density rigid cardboard combined with special paper or pearl paper lamination to enhance its texture and durability. In terms of printing, CMYK four-colour plus spot colour printing ensures accurate colour reproduction, while UV varnish enhances the three-dimensional effect. Hot stamping further elevates brand recognition and a sense of luxury. On the surface, embossing highlights the silhouette of sheep, and matte or sand finish reduces glare, enhancing the tactile experience.

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

This design effectively addresses common issues in similar packaging through brand differentiation, premium aesthetics, sustainability, and a sense of ceremony. Visually, it features grassland textures, blue river lines, and sheep silhouettes, creating a unique brand identity distinct from traditional pastoral photography. The design style adopts a green color palette with gold foil calligraphy, ensuring a refined and elegant look without excessive decoration. In terms of sustainability, it utilizes FSC-certified paper, water-based UV coatings, and biodegradable lamination, reducing plastic usage, enhancing recyclability, and increasing the box’s reusability.

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

Structurally, the rigid box with a magnetic closure enhances the unboxing experience, offering a premium feel. Overall, the packaging meets the needs of the high-end market while strengthening brand competitiveness.

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

无

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

1. FSC-Certified Paperboard – Uses eco-friendly paperboard certified by the Forest Stewardship Council (FSC) to ensure sustainable sourcing, reducing deforestation and environmental impact.
2. Biodegradable or Recyclable Lamination – Traditional plastic lamination is replaced with water-based coatings (such as water-based UV), biodegradable films, or lamination-free solutions to minimize plastic waste.
3. Soy-Based Ink Printing – Substitutes petroleum-based inks with soy-based inks, reducing volatile organic compound (VOC) emissions and improving recyclability.