Type of applicant company

设计机构

Country

中国

Company Website

无

Images

Brand of the Product

Yili Pure Milk

Designer Name

Creative Director: Gavin.Wang ; Head of Copywriting Strategy: Kelly.Chen; Senior Art Director: Crystal Wang; Senior Copywriter: Jia Li

Position of Designer

No

Target Consumer

General Public

Distribution Channels

电商 E-commerce

Positioning

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

Yili Pure Milk has launched a series of packaging designs inspired by Chinese dynastic culture, focusing on five golden ages of Chinese civilization: Qin, Han, Tang, Song, and Ming. Each design distills iconic cultural elements to evoke a sense of national pride.
We crafted these designs, drawing inspiration from the brilliance of these five great dynasties:
Qin dynasty that unified the realm,Han dynasty that connected East and West,Tang dynasty that embraced all cultures,Song dynasty that ignited prosperity,Ming dynasty that sailed the oceans.
Signature cultural symbols of each era – the Great Wall of Qin, the Silk Road of Han, the flourishing culture of Tang, the maritime trade of Song, and the blue-and-white porcelain of Ming – were seamlessly integrated with the fluid essence of Yili Pure Milk. This fusion creates richly evocative visuals, instantly recognizable by their dynastic motifs, allowing culture to flow through history into the present day, five millennia later.
Significant time and effort were also dedicated to crafting the era-specific copywriting.
From ancient historical texts and modern academic journals to the works of renowned sinologist John King Fairbank and official history textbooks – we meticulously sourced verifiable references to authentically showcase the profound depth of Chinese cultural heritage.

Highlights

Design Highlights:
Innovative Integration of Cultural Symbols
The packaging incorporates visual elements from Chinese historical dynasties (such as Qin, Han, Tang, Song, and Ming), interpreting traditional culture through a minimalist modern style and color palette. This creates a striking contrast between a sense of historical heritage and contemporary fashion.

Added Value:
Cultural and Emotional Resonance
It evokes consumers' cultural identity with Chinese history, elevating the daily consumption of milk into a culturally ritualistic experience. This meets the emotional needs of consumers amid the rising "Guochao" (China-chic) trend.

Market Performance

Sales exceeded 3 million in the first month after its launch in June 2025.

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

纸质 Paper

Craft

Tetra Pak packaging