Type of applicant company

品牌方

Country

中国

Company Website

无

Images

Brand of the Product

FUJITANG

Designer Name

Comon

Position of Designer

Design Director

Target Consumer

30+ sophisticated urban women who work late at night for a long time and have high work pressure, sleep problems, insufficient Qi and blood, menstrual disorders, facial anxiety, and decreased estrogen levels need internal regulation, anti-aging, deep sleep, liver stagnation, and nodule prevention.

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

In order to solve the problems of aging brand and products and weak sales growth of Fujitang, it is necessary to present a more eye-catching and aesthetically pleasing product image in live broadcast rooms, online shopping malls, and offline stores, and to create a unique style in the field of paste prescriptions. The paste prescription market currently lacks highly family-oriented products and brands that retain the elements of inheritance and have a youthful look. Fujitang has keen insights and makes decisive updates. In product design, it fully considers the user's less than smooth experience in the process of using paste prescriptions, optimizes them one by one, and satisfies the design that is both practical and aesthetic. The updated product image is loved by the majority of broadcasters and customers.

Highlights

① To address the difficulty of opening the lid of traditional ointment bottles, vertical glass stripes are added at the position that meets user opening habits, injecting modern elements into traditional ointments. ② The gourd is a representative symbol of ancient Chinese medical practice. The brand auxiliary graphic (brand lace) made of gourd runs through each product, giving the product a more family-like feel. ③ Color is the first information users come into contact with, so color is closely linked to the user group and efficacy of the product. For example, the packaging of the Ziziphus Jujuba Seed Paste is blue-purple to aid sleep, and the packaging of the Imperial Decoction Anti-aging Cream is red to nourish women's ovaries.

Market Performance

New product launch is less than two months old

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

纸质 Paper; 其他 玻璃

Craft

The inner bottle is made of widely used glass combined with stickers, and the LOGO is partially gold-stamped; the outer box is made of paper, and the LOGO is partially gold-stamped.

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

① It solves the problem of traditional ointment bottle opening being difficult. In particular, vertical glass stripes are added at the position that meets the user's habit of opening the bottle. It is aesthetically pleasing and can make the opening process more labor-saving. ② It solves the problem that similar products generally lack a sense of family. The gourd is a representative graphic of ancient Chinese medical practice. The brand auxiliary graphic (brand lace) made of gourd runs through each product.

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

① To solve the problem of traditional ointment bottles being difficult to open, vertical glass lines are added at the position that satisfies users' opening habits, injecting modern elements into traditional ointments. ② Color is the first information users come into contact with, so color is closely linked to the user group and efficacy of the product. For example, the sour jujube kernel ointment helps with sleep, so the packaging is blue-purple; the imperial anti-aging ointment is used to nourish women's ovaries, so the packaging is red.

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

The box features a lift-off lid design. After the product inside is used up, the lid can be inverted and fitted onto the bottom of the box, turning it into a storage container for office supplies such as pens and rulers.