Type of applicant company
设计机构
Country
中国
Company Website
www.pesign.cn
Images
Brand of the Product
EastRoc
Designer Name
Pesign Desgin
Position of Designer
Pesign-EastRoc DesignTeam
Target Consumer
Mass consumer group
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Positioning
大货消费品 Mass Production
Design Story
Prior to the redesign, the packaging suffered from low visual distinction and weak emotional appeal, leading to consumer confusion. To tackle this,To resonate with the brand name (“Peng” signifies a legendary giant bird in Chinese mythology), the design team drew inspiration from the realms of flight and energy. The key concept emerged from the sonic boom—a powerful visual metaphor for supersonic speed. This inspiration was transformed into the core packaging visual, forging a brand identity that is both distinctive and instantly recognizable within the beverage category. the design team anchored the concept in the proactive and upward-striving spirit of China's new generation. By integrating this attitude with a dynamic “sonic boom” visual language, the new design dramatically enhances brand recognition and forges a deeper emotional connection by embodying the product's energizing essence.
Highlights
The bottle structure features functional facet segmentation, with the brand logo ingeniously embedded within these planes to create a striking 3D effect from various viewpoints. The detachable outer cap serves a dual purpose: it ensures hygiene by protecting the spout during retail display, and transforms into a small cup for sharing in social settings, promoting interaction and enhancing the drink's social appeal.
Market Performance
EastRoc Special Drink’s revenue exceeded 10 billion yuan in the first half of 2025, registering a year-on-year growth of 36.37%. Among its product portfolio, the 500mL bottled variant delivered outstanding performance, while the new sugar-free offering garnered substantial market attention.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
Plastic Label Printing & Hot Stamping Process
Does the design solve the problems that are common across the product category? If so, please explain.
The design intuitively strengthens the overall visual perception of the functional beverage category through its concise shapes and structural blocks. It forges a strong link between brand symbols and the product category, creating differentiated memory points.
What functional designs of the work have enhanced the user experience?
The outer cap of the bottle serves the functions of dust prevention and convenient sharing, thereby improving the consumer experience.