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 core highlight of Mizhidao Water Companion lies in its innovative separation-packaging design. Its independently sealed honey compartment and user-friendly structure allow for "twist and shake, ready to drink", perfectly recreating the refreshing taste and active nutrients of freshly brewed honey water. The product features zero additives and light nutrition, crafted with carefully selected premium honey sources such as acacia and lychee, combined with natural fruit juice to balance authentic flavor with health benefits. Its added value lies in precisely adapting to multiple consumption scenarios, not only meeting needs for daily hydration, outdoor sports, and office refreshment, but also extending to functional occasions such as post-drinking recovery and aiding digestion during meals. Its compact, portable packaging enhances fun and social sharing value while conveying a refined lifestyle. Leveraging nine generations of beekeeping heritage, its own orchards, and supply chain advantages, the brand ensures stable quality and efficient production capacity, offering consumers a honey-based light drink that blends freshness, trust, and delightful experience.

Market Performance

Since its launch, Mizhidao Water Companion has achieved outstanding market performance, with sales continuing to grow rapidly. Its innovative separation-packaging and convenient drinking format have effectively boosted sell-through at retail terminals, with repurchase rates significantly higher than those of traditional honey beverages. In regional pilots and cooperative channels, single-store daily sales have reached several hundred units, with some supermarkets experiencing "selling out immediately upon restocking". The product has been especially well received among core consumer groups such as young professionals and stylish mothers. Through precise scenario-based positioning and online hyping up and driving traffic, it has quickly established strong consumer awareness and has become a representative product in the honey beverage segment, excelling in both reputation and sales.

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.

Through its innovative separation-style structure and independently sealed honey compartment design, Mizhidao Water Companion allows for "twist and shake, ready to drink", effectively solving the common problem of traditional honey drinks losing their potency and flavor over time due to storage. The product is compact and portable, and easily compatible with various bottled waters, significantly enhancing convenience and usage frequency across scenarios such as office and outdoor settings. Its stylish appearance and highly interactive design cater to the social and sharing needs of young consumers, while preserving freshness of taste and strengthening both consumer experience and brand differentiation.

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

Through its innovative separation-style structure and sealed compartment design, Mizhidao Water Companion allows for "twist and shake, ready to drink", maximizing the preservation of honey’s active nutrients and natural taste, recreating the freshness of freshly blended honey water. The product is compact and portable, and compatible with various bottled waters, easily adapting to various scenarios such as office, outdoor, and travel settings. Its transparent visual packaging and interactive operation enhance fun and social sharing value, while the precise leak-proof design ensures hygiene and convenience, comprehensively elevating consumer daily drinking experiences and brand trust.

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

With its compact and independent innovative packaging, Mizhidao Water Companion has significantly boosted sales performance. Its portable design greatly lowers the trial threshold for consumers, fitting seamlessly into office, outdoor, and travel scenarios, and driving a repurchase rate increase of over 30%. Its stylish and playful independent packaging also inspires consumers to share spontaneously on social platforms, generating over 50,000 related posts and effectively supporting both brand penetration and sales growth.

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

Mizhidao Water Companion demonstrates sustainability on both environmental and commercial levels. The product adopts recyclable PET materials and a lightweight design to reduce plastic usage and carbon footprint, while the independent honey compartment ensures precise dosing and minimizes waste. Its compact, portable packaging promotes higher usage frequency and multi-scenario repurchase, supporting steady sales growth. Its stylish appearance and social-sharing appeal drive low-cost organic promotion. By combining eco-friendly materials with an efficient business model, the product achieves a balance between environmental friendliness and long-term market competitiveness.