Type of applicant company
品牌方
Country
中国
Company Website
无
Images
Brand of the Product
VELVECO
Designer Name
ACGBOX
Position of Designer
/
Target Consumer
Gen Z and people interested in ACG (Anime, Comic, and Game) related products
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
Positioning
限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition
Design Story
The design of this product stems from deep insights into the contemporary youth market — particularly Generation Z and the ACG lovers. This consumer group often embodies a paradoxical lifestyle trend known as “punk wellness” — a mix of indulgence and self-care. Traditional product forms are outdated and uninspiring, failing to meet their evolving consumption needs.
Meanwhile, the classic anime IP Detective Conan boasts a massive fan base. Among its characters, the criminal in this anime “Kuro” - though a villain - has become a highly recognizable and iconic symbol of meme culture due to his distinctive black silhouette and mysterious aura.
We identified a unique connection between “staying up late” and “detective work” — both happening in the dead of night, both requiring focus and alertness. This insight inspired the bold idea of fusing “Kuro (criminal in Conan anime)” with the theme of late-night wellness.
The VELVECO HEIHEISHUI Detective Conan Investigation Bottle was thus created to address the health concerns and emotional needs of young consumers during their late-night routines.
Highlights
The core design concept centers on “Kuro”, the instantly recognizable black silhouette and classic facial expression that serve as the key visual elements, creating strong contrast and memorability.
The greatest innovation lies in deeply integrating the IP content into the user experience. A unique double-layer bottle structure and dual-sided label technique are employed, concealing classic case clues within the inner layer. Consumers must finish drinking the beverage to reveal and read the complete clues through the bottle — perfectly recreating the detective investigation process.
This interactive mechanism transforms a simple act of drinking into an immersive detective experience, turning the packaging itself into a storytelling medium. It cleverly echoes the product’s function of helping late-night users “easily say good night”, achieving a seamless fusion of IP storytelling, functional benefit, and playful interaction.
Market Performance
After its launch, the product quickly became a trending topic across social media platforms, garnering over one million views under related hashtags. User feedback was overwhelmingly positive — many consumers shared the packaging design and the interactive “finish the bottle to find the clues” experience on social media, generating a powerful wave of organic user-driven promotion that significantly boosted brand awareness and favorability.
The product was launched in FamilyMart, 7-Eleven, and other major retail channels, achieving sales of over 100,000 bottles within the first month.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
The product used an immersive and interactive packaging structure design, which is the most distinctive advantage of the product. We adopted a unique double-layer bottle structure combined with dual-sided label printing technology.
The outer label prominently features the key visual of “Kuro”, ensuring strong shelf appeal and instant recognition. The inner label, meanwhile, contains puzzles made of eight most classic cases from Detective Conan anime (randomly assigned to each bottle).
Consumers must finish the drink to clearly read the complete clue through the bottle, cleverly simulating the process of uncovering a mystery. This design transforms the simple act of drinking into a ritualistic and entertaining interactive game, delivering a deeply immersive detective experience.
Does the design solve the problems that are common across the product category? If so, please explain.
The product successfully made subversive interpretation and emotional resonance of the IP Image. Instead of choosing the main character, Conan, we deliberately selected the criminal “Kuro” as the central visual — a decision full of creative intent.
Firstly, the black color palette perfectly aligns with the natural hues of the product’s key ingredients — black goji berries, black mulberries, and blueberries — reinforcing the concept of an anthocyanin-rich, late-night wellness drink.
Secondly, by reinterpreting the “criminal” persona and linking it with the theme of “staying up late”, the all-black packaging and the character’s iconic mischievous expression evoke strong emotional resonance and sharing motivation among fans. This bold choice allows the product to stand out among numerous IP collaborations, achieving both visual impact and cultural relevance.
What functional designs of the work have enhanced the user experience?
The product features an immersive and interactive packaging design, which serves as its most distinctive differentiator. It employs a unique double-layer bottle structure and dual-sided label printing technology, cleverly simulating the mystery-solving process of a detective case. This transforms the simple act of drinking into a ritualistic and entertaining interactive experience.
Not only does it help relieve the boredom of late-night hours, but it also gives the product entertainment value beyond simple hydration, making the idea of wellness playful, engaging, and fun.