Type of applicant company
品牌方
Country
中国
Company Website
www.tmjbee.com
Images
Brand of the Product
MIZHIDAO
Designer Name
TIANMIJIA
Position of Designer
无
Target Consumer
This product is highly favored by diverse urban groups: young professionals, Generation Z, stylish mothers, and established middle-class consumers. With carefully selected honey sources, a scientifically balanced light-sweet formula, and portable, fashionable packaging, it easily satisfies daily wellness needs throughout the day and redefines the honey water drinking experience.
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 私域
Positioning
大货消费品 Mass Production
Design Story
Mizhidao is committed to building China's first healthy honey water beverage category. Using innovative scientific technology to retain fruits' natural original flavors, blended with Bama spring water from the "World Longevity Village," and applying innovative patented bottle technology to make beverages convenient, fun, and healthy. Tianmijia, a nine-generation honey heritage enterprise, lets Chinese people drink healthy honey beverages.
Highlights
The packaging is sleek and premium, balancing aesthetics and functionality, convenient for carrying and sharing, while conveying a refined lifestyle attitude. Breaking away from the traditional honey drink category, the product pioneers the concept of “anytime light nourishment,” seamlessly fitting into office, sports, outdoor, leisure, and post-drinking recovery scenarios. Enriched with natural honey-based soothing ingredients, it gently alleviates discomfort after business engagements or gatherings, positioning honey water as a new essential for an elegant daily lifestyle.
Market Performance
Since its launch, "Mizhidao" has enjoyed strong and consistent sales, with monthly sales volumes steadily exceeding one million bottles, significantly outperforming the average for similar beverages. With precise consumer targeting and differentiated product advantages, it has quickly gained market traction, becoming a popular choice in the modern urban healthy beverage segment.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
The product adopts an innovative separation-structure process: honey and water are packaged independently, sealed by a tearable barrier film until consumption. The main packaging uses food-grade PET materials and high-barrier layers to prevent oxidation, ensuring freshness at all times. This process has already achieved large-scale production, widely applied in convenience stores and e-commerce channels, successfully balancing functionality with production efficiency and ensuring reliable product delivery.
Does the design solve the problems that are common across the product category? If so, please explain.
This product significantly enhances capacity, safety and stability through optimized bottle structure and material selection, effectively addressing two common pain points in the honey beverage category. First, traditional honey drinks typically use small-capacity packaging, making it difficult to meet daily high-frequency consumption needs. Our product achieves a larger capacity while maintaining portability, balancing practicality with convenience. Second, the use of food-grade high-barrier materials and reinforced sealing design effectively prevents oxidation and leakage, ensuring the freshness and storage safety of the drink. This provides superior performance compared with common market packaging and is better suited for office, outdoor, and other multi-scenario usage.
What functional designs of the work have enhanced the user experience?
This product adopts an innovative separation-packaging design, in which honey and the beverage base are stored separately. This effectively prevents honey from oxidizing or losing flavor due to long-term soaking, maximizing the preservation of active ingredients and fresh taste. Once opened and mixed, the drink restores a freshly prepared, delicately sweet flavor. At the same time, its structure enhances enjoyment and interactivity in use, and its transparent material highlights the purity of the honey liquid, adding to the visual appeal. These features solve the problems of flavor degradation and monotonous experience in traditional honey beverages, enabling consumers to enjoy both freshness and fun with ease and convenience.
Did the design help increase the sales performance of the product? If so, please give related evidence.
With its separation-packaging and freshly blended taste design, it significantly boosted sales: sales exceeded one million bottles in the first month of launch, with a repurchase rate exceeding the industry average by 45%, consistently ranking at the top of popularity charts for new products in the same category. Over 60% of consumers recognized the packaging as fun and the taste as fresh. Social media mentions exceeded 500,000, while penetration among young consumers increased by 20%. Regional sell-through data show that in pilot channels, single-store daily sales reached several hundred bottles, often "selling out immediately upon restocking". Some outlets reported sales of over 5,000 bottles within just 5 days. Overall, sales revenue was three times that of traditional brands, fully demonstrating the effectiveness of innovative design in driving consumer decisions and brand growth.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
The design demonstrates sustainability in both environmental and commercial aspects. Environmentally, the packaging uses recyclable PET with a lightweight design to reduce environmental impact; the separation structure increases usage efficiency and minimizes waste. Commercially, the product's high repurchase rate and multi-scenario adaptability extend its lifecycle, while large-scale production optimizes the cost structure and supports long-term market competitiveness. In doing so, it achieves a dual balance between environmental responsibility and commercial performance.