Type of applicant company

品牌方

Country

中国

Company Website

无

Images

Brand of the Product

Herbal Player

Designer Name

Herbal Player Healthcare Ltd.、New cannery

Position of Designer

无

Target Consumer

Working professionals aged 25-40 (those with frequent overtime, high stress and chronic fatigue) High-stress women (career women and mothers, who experience prolonged mental tension) Late-night stayers (e.g., overtime workers, students, gamers, club-goers, etc.) Endurance sports enthusiasts (e.g., long-distance runners, golfers, tennis players, hikers and mountaineers, etc.)

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

Herbal Player is a light wellness food brand dedicated to applying modern technologies to traditional herbal ingredients. The development concept of its first product, American Ginseng Concentrate, stems from the market team’s insights into young consumers and the R&D team’s in-depth exploration of ingredients and product formulation. From the perspective of target consumers, wellness is no longer the "exclusive domain" of middle-aged and elderly people but a clear demand among the majority of young and middle-aged groups. This demographic has distinctly different lifestyle habits from traditional herbal food consumers—portability, palatability and high efficiency are the key focuses of the new generation of light wellness enthusiasts. Traditional herbal foods and beverages often face several pain points: 1) bitter taste; 2) difficulty in quantifying nutrient content; 3) poor solubility of active ingredients, leading to low absorption by the human body. To address these issues, the Herbal Player team set out to develop American ginseng products. They use authentic American ginseng grown in its origin—Canada—and adopt self-developed bionic nanotechnology to extract and release nutrients such as rare ginsenosides, ginseng polysaccharides, cellulose and polypeptides. This technology not only increases nutrient content and absorption efficiency but also improves the product’s taste, transforming the "bitter medicine" into a "delicious drink".
The product has clear and specific requirements for packaging design. Visually, it should not only feature herbal characteristics but also cater to young people’s aesthetic preferences. In terms of color, it should present a fresh, natural look while conveying a sense of vitality after consumption. In terms of form, it should distinguish itself from similar products while conforming to the initial impression of healthy food. Additionally, the design should be concise and bright, comply with packaging design and labeling standards, and at the same time highlight the product’s core selling points and unique features.
Design Concept: Traditional Chinese Medicine Inspiration × Modern Concise Expression
The product’s exterior design integrates the dual imagery of "pharmacy drawers" and "tech-inspired herbs", embodying the brand’s advocated concept of "light wellness"—seeking a rational and effective way to supplement herbal energy amid a fast-paced lifestyle. The design draws inspiration from the traditional Chinese medicine compatibility practice and expresses the "effortless healthy lifestyle (Smart Casual)" through modern formal language. The product packaging box adopts a triangular shape, which on one hand symbolizes "stability and high efficiency", and on the other hand represents the deconstruction and reconstruction of traditional Chinese medicine pharmacy drawers. The three sides of the triangular box are designed as follows: one side is in the brand’s signature green color (displaying the brand name); the s

Highlights

1. Stable Structure & Multi-Piece Assembly
The outer packaging adopts a unique triangular prism shape, symbolizing "stability, efficiency and support". Multiple boxes can be assembled to form a continuous display shape, enhancing display recognition and shelf performance.

2. Drawer-Type Opening Structure
Inspired by the drawer form of traditional Chinese medicine pharmacies for grabbing herbs, the drawer-type packaging reinforces the behavioral metaphor of "taking herbal power" through the pulling action, while improving the sense of ritual when opening the box and the convenience of use.

3. Extended H-Logo Design
The special-shaped "H" logo of Herbal Player naturally extends from the front to the drawer handle, forming a visual main axis and constructing the brand’s exclusive structural coordinate system (Herbal Coordinate System) — symbolizing the guidance of herbal paths and health directions.

4. Multi-Box Assembly
The 3-box and 6-box sets are combined with horizontal waistbands, inspired by traditional Chinese medicine packs.

Market Performance

As a new product after its launch, it achieved remarkable trial results in live broadcast rooms, including:
1. Taobao Live Broadcast "Lao Zhong Jia Dao" (Lao Zhong's Arrival): The GMV of the special live broadcast exceeded 500,000 RMB, ranking Top 5 in the industry list.

2. Taobao Live Broadcast "Ji Jie Live Broadcast": The product's GMV exceeded 110,000 RMB within 3 minutes, ranking Top 1 in the Health & Nutrition category of the live broadcast room, Top 2 in the live broadcast room's best-selling list, and Top 4 in the industry sprint list.

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

纸质 Paper

Craft

The basic craftsmanship of the product packaging is paper gray board, supplemented by gilding and embossing processes, which complement each other to enhance the product’s texture and brand recognition.
1. Gray Board Craftsmanship: It provides stable support for the product’s triangular structure, enabling the overall product to present a high-quality effect.

2. Embossing & Gilding Craftsmanship: The embossing process is applied to the Canadian Ginseng imagery (vector icon), including the inner box baffle and the side of the box, implying the product ingredients and laying the foundation for the icon coordinate system of subsequent product development. The gilding process is used for the brand’s H logo and "Gold Standard 100" (the core selling point visualization of total saponin content), adding visual highlights and highlighting product features.

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

1） 便携：传统滋补饮品往往食用方式不够便携，不方便随身携带。本产品内袋“小绿条”，每袋15mL开袋即食，方便高效，提高了养生效率。
2）时尚：产品色彩和样态轻盈时尚，是可以大方展示的物料。相比传统草本产品的设计更易于传播
3）包装可持续复用：其他同类产品包装简单，包装本身没有使用价值。本产品三角盒的内容尺寸经设计可用于存放笔、尺子、化妆刷等工具，是一个环保可复用且美观大气的置物盒

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

Sustainable and Reusable Packaging: Other similar products have simple packaging with no practical value in itself. The internal size of this product’s triangular box is designed to store tools such as pens, rulers and makeup brushes, serving as an environmentally friendly, reusable and elegant storage box.