Type of applicant company

营销代理公司

Country

中国

Company Website

无

Images

Brand of the Product

Camel Nest

Designer Name

Kelvin Li Root Fan

Position of Designer

Kelvin Li

Target Consumer

Consumer aged around 30-60, mainly from first, second and third-tier cities nationwide, with the following characteristics: monthly income of over 20,000 yuan (high-income group), high net worth, education background of college degree or above; they pay attention to health, have a certain aesthetic taste, are optimistic, and willing to accept new things; both genders are included, with a slight majority of females.

Distribution Channels

其他销售渠道 经销商，礼品、私域、高端养老机构等

Positioning

礼品 Gift

Design Story

This project is a brand upgrading initiative. Initially, the product packaging was extremely shoddy—given that a 300g can of camel milk powder was priced at around 1,000 yuan, the packaging lacked a sense of value. Its selling points were unclear, with no brand story or cultural connotation, leading to poor sales performance. After the upgrade, three core improvements were achieved: first, it created a clear distinction from most camel milk products on the market that are produced in Xinjiang. Camel Nest is among the few camel milk brands sourced from Inner Mongolia, where the production area ensures better quality. By linking to Inner Mongolia, it established a geographical differentiation. Second, it positioned itself as the "Royalty of Milks," clearly defining itself as the most high-end milk product. Instead of explaining what camel milk is, it directly used this positioning to convey that it is the top-tier milk. In fact, this camel milk was historically a royal tribute in the palace of Genghis Khan during the Yuan Dynasty, classified as one of the "Eight Treasures of the Imperial Court."

Highlights

Key Highlights
1.The original hand-drawn camel IP wearing a crown on the packaging is highly attractive and approachable. It features a concise, design-driven, and unique style that immediately associates the brand with high quality in consumers’ minds. Importantly, the "crown and royalty" element has a cultural origin, rather than being arbitrarily added like many other brands. In contrast, nearly all other products on the market only use camel silhouettes or real camel images on their packaging, and their slogans merely highlight "produced in Xinjiang" or "good quality."
2.The unique, culture-imbued advertising slogan: "For the Heavenly Conqueror, Drink Camel Nest." The phrase "Heavenly Conqueror" (a title for Genghis Khan) links to Genghis Khan and Inner Mongolia. It conveys "strength" through the historical allusion, while also resonating with high-net-worth individuals.
3.The creation of the exclusive category "Sonid Wild Pasture Camel Milk from Inner Mongolia." This genuine category innovation differentiates the product from competitors—"wild pasture" emphasizes high quality. Meanwhile, the gift version is positioned as a pioneer of "China’s High-End Healthy Gifts." Currently, high-priced healthy products are mostly limited to items like tea, with a lack of high-end dairy options, and this positioning also provides a clear purchase incentive.

Market Performance

Brand-Level Achievements
•It reshaped the brand to become the leader in its niche category, with end-to-end service covering the entire brand upgrade process.
•The service scope included market research, brand positioning, brand VI/packaging design, product strategy, category strategy, sales channel strategy, and media strategy.
•The fully upgraded packaging design increased the product’s perceived value by over 10 times, earning high praise from the founder and distributors and helping the company achieve a comprehensive brand image upgrade.
•Due to the attractive packaging, the product was placed in the most prominent positions by many sales channels and stood out easily on shelves. Some imitations of the design have also appeared on the market.
Sales-Level Achievements
The brand’s annual revenue, which was originally in the tens of millions of yuan, has grown significantly—recently, it secured a channel order worth over 100 million yuan.

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

纸质 Paper

Craft

Techniques such as hot stamping and UV coating have been widely applied.

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

Competitive designs on the market lack both originality and sales impact. By contrast, every element of our design is 100% original—including the IP characters, advertising slogans, and even the calligraphy on the packaging. All these details are independently designed and created by our own team, with no dependence on external templates or existing materials.

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

Equipped with an electric mixing cup for reconstitution, it enables easy milk preparation.

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

Sales-Level Achievements
The brand’s annual revenue, which was originally in the tens of millions of yuan, has grown significantly—recently, it secured a channel order worth over 100 million yuan.