Type of applicant company

品牌方

Country

中华人民共和国

Company Website

https://www.huishandairy.com/

Images

Brand of the Product

huishan shengjing

Designer Name

Huishan Brand Designer - Hao He

Position of Designer

Brand Design Supervisor

Target Consumer

Online check-in, healthy eating, cultural experience, family consumption, and high-end dining, etc

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; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 文创类旅游景点

Positioning

大货消费品 Mass Production

Design Story

1. Preliminary research
In the early stages of creation, comprehensive market research was conducted. On the one hand, an analysis was conducted on various types of yogurt packaging available in the market to understand the current trends in packaging design, consumer preferences, and shortcomings, in order to leverage strengths and avoid weaknesses in this design. On the other hand, in-depth research was conducted on the historical and cultural aspects of Shengjing, including the Forbidden City, Manchu folk customs, traditional handicrafts, etc., and representative and operable cultural elements were selected.
2. Design concept
Based on the results of previous research, we have started to conceptualize the design. Firstly, the overall style of the packaging has been determined, and it has been decided to adopt a combination of traditional and modern styles. We use computer hand drawn and software post synthesized cartoon Manchu grid IP images as the main elements, reflecting the cultural heritage of Laoshengjing. The background pattern uses Chinese Manchu patterns as auxiliary elements, and meets the aesthetic needs of current consumers. Combined with the bright yellow and milky white gradient of the Manchu flag as the background color, the packaging has both cultural and fashionable feelings, enhancing the visual impact of the product in terminal display.
3. Design, production, and improvement
Based on the design concept, a preliminary packaging design was carried out using professional design software, and multiple design schemes were created. Then, these plans were repeatedly compared and screened, and professionals and some target consumers were invited to evaluate and collect their opinions and suggestions.
Based on feedback, the preliminary plan has been modified and improved. For example, adjusting the layout of cultural elements and product selling points to make the overall picture more coordinated; Optimized the saturation of colors, making the packaging look more comfortable and natural; Refined the details of the pattern and enhanced its expressive power. After multiple revisions and polishing, the current packaging design scheme has been finally determined.

Highlights

Shengjing was an important political and cultural center during the Qing Dynasty, and Manchu civilization and royal charm were irreplaceable symbols. The selection of cartoon Manchu grid IP as the main body of the design is not a simple replica of historical symbols, but a creative translation through modern design language: the flag head shape is extracted from the essence of Qing Dynasty palace costumes; The use of bright yellow in the Zhenghuang Banner not only echoes the historical positioning of "Shengjing Royal Hometown", but also incorporates the traditional Manchu "Rich and Prosperous Peony Pattern" pattern into the clothing patterns; Form a visual logic of 'cultural symbols as bones, product characteristics as meat'.
The originality of this fusion lies in the fact that consumers naturally associate the historical memory of "Shengjing" with the recognition of grid images. Compared to designs that simply pile up symbols such as ancient architecture and text, this fusion approach centered around IP has more emotional penetration and memorable points.

Market Performance

无

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

PET塑料 PET material

Craft

Using a 32 hour low-temperature slow fermentation process, a 2mm thick golden milk skin is condensed, with a rich and dense taste and high flavor balance. Only food ingredients are listed in the ingredient list, without any artificial additives. "Share with peace of mind for the whole family"