Type of applicant company
品牌方
Country
中国
Company Website
https://www.kangzhiwei.com
Images
Brand of the Product
Kangzhiwei
Designer Name
Kangzhiwei Design Team
Position of Designer
No
Target Consumer
Young consumers aged 18-35 (students / new professionals), who prefer refreshing sparkling texture and natural blended fruit flavors, ideal for diverse casual drinking scenarios such as social gatherings, office settings, and outdoor activities.
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; 餐饮&酒店 Restaurants & Hotel
Positioning
大货消费品 Mass Production
Design Story
Focusing on young consumers aged 18-35 (students / professionals), the design background aligns with their core demands for beverages with natural taste, high appearance value, portability and environmental friendliness in diverse casual scenarios such as social gatherings, office and outdoor activities.
Centered on "natural visualization + scenario adaptation + sustainability", the design concept adopts long cylindrical transparent cans to clearly present the bright color and texture of the juice (two flavors: Kumquat & Orange Blended Juice and Apple Juice) while ensuring grip portability. It uses recyclable materials to respond to the environmental protection trend; the minimalist visual design is suitable for multi-channel display, clearly conveying the core selling points of NFC juice, selected kumquats (or apples) and soft bubbles, achieving efficient unity of appearance, function and information transmission.
Highlights
The core memorable feature is the "natural visualization" design of the transparent tall cylindrical can, which intuitively showcases the vibrant color and soft bubbles of kumquat-orange juice, with NFC juice clearly visible. Its minimalist visual design adapts to multi-channel display, and its ergonomic portability accurately caters to the diverse scenario needs of the 18-35 age group, such as socializing, office work, and outdoor activities.
The differentiated value lies in the triple unity of "aesthetics, functionality, and sustainability". The recyclable materials align with the eco-friendly trend, making it not only a drink that delivers a healthy taste but also a visual symbol in social scenarios. It combines portable consumption with environmental significance, deepening the value resonance between the brand and consumers.
Market Performance
Nothing
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
This product adopts NFC fresh fruit cold pressing technology to produce the base raw juice, which is not concentrated or reconstituted, thus retaining the original flavor and nutrition of fresh fruits. It is then blended with compliant concentrated fruit juice in a scientific proportion to balance taste and flavor stability.
For the carbonation segment, low-temperature isobaric carbonation technology is utilized to accurately dissolve carbon dioxide in a low-temperature closed environment, forming soft and delicate bubbles. Aseptic cold filling technology is employed throughout the entire process to lock in freshness.
All the above processes are mature and universal technologies in the beverage industry, which have been widely applied and can support stable large-scale production.
Does the design solve the problems that are common across the product category? If so, please explain.
The design of this product effectively solves multiple common problems in the design of similar beverage products. Targeting industry pain points including opaque packaging that fails to present a fresh texture, insufficient aesthetic appeal and portability, lack of environmental-friendly attributes, and disorganized product information layout, it adopts a long cylindrical transparent can to realize natural visualization, intuitively displaying the juice color and soft, delicate bubbles. Its minimalist design takes both aesthetic value and multi-channel display into account, with the can body offering a comfortable grip and high portability. Recyclable materials are utilized to uphold environmental protection concepts, and the information layout is optimized to clearly convey core product selling points, comprehensively overcoming the common issues of similar designs.
What functional designs of the work have enhanced the user experience?
This work comprehensively enhances the consumer experience through a variety of functional designs. It adopts a long cylindrical transparent can body to achieve natural visualization, which intuitively presents the bright hue and soft, delicate bubbles of the juice and strengthens consumers’ perception of freshness. The can shape conforms to ergonomics, offering a comfortable grip and a portable size, making it suitable for diverse scenarios including office work, outdoor activities, social gatherings and car use. Recyclable eco-friendly materials are employed to meet the demands of environmentally conscious consumption. In addition, the information layout is optimized, with core selling points clear and legible to reduce cognitive costs, thus delivering an all-round improved consumer experience in terms of vision, usability and value perception.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
This work fully considers sustainability in both environmental and commercial terms.
From an environmental perspective, recyclable food-grade packaging materials are adopted to reduce environmental pollution. The transparent can design minimizes excessive printing and redundant packaging, lowers resource consumption, and practices the concept of low-carbon environmental protection.
From a commercial perspective, the eco-friendly design aligns with the consumption values of young consumers aged 18–35, enhancing brand recognition and differentiated competitiveness. The supply chain for recyclable materials is mature, suitable for large-scale mass production, helping to control long-term production and logistics costs. Meanwhile, it shapes a sustainable brand image and supports long-term market expansion.