Type of applicant company

品牌方

Country

中国

Company Website

http://www.mooh.swiss/

Images

Brand of the Product

swissmooh

Designer Name

swissmooh

Position of Designer

无

Target Consumer

This series of packaging focuses precisely on segmented groups: by integrating Swiss culture and characteristic regional landscapes, it provides a new choice for Chinese babies and families to share Swiss made natural cheese.Swiss Milky Cheese: Suitable for children aged 8 months and above, Switzerland Swiss Cheese: Suitable for teenagers, Santis Cheese: Suitable for Pregnant/Precious Mothers to Supplement Calcium. This series of products takes into account the calcium supplement needs of each stage of the population

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel

Positioning

大货消费品 Mass Production

Design Story

1. Visual essentialization: We firmly believe that the highest level of trust comes from 'what you see is what you get'.
Therefore, we boldly abandoned the industry standard full coverage cartoon ink aimed at attracting children's attention and instead adopted a high transparency outer box, returning the choice and judgment to consumers.
Packaging is no longer a "mask" to conceal the truth, but a "showcase" to showcase the truth.

2. Product peace of mind: Design goes beyond simple visual presentation and has been elevated to a form of nutrition education and usage guidance. A 20g independent small package accurately calculated based on the daily calcium requirement of the human body, with the biggest selling point being 100% Swiss original cheese. This is different from most of the cheese on the market that is remade, with clean ingredients, high nutritional value, native high calcium and high protein, zero added sugar, and has obtained the "Swiss Garantine", which is a symbol of Swiss citizens' peace of mind.
The milk source used in the product is all from the Alpine region, with grass fed happy cows and 0 antibiotics and 0 growth hormones, providing consumers with a truly reassuring choice of cheese products.

3. Emotional storytelling: While showcasing the physical attributes of the product, we have not given up on emotional connections.
The packaging of this series of products selects Swiss characteristic cities as the theme, integrating Swiss culture and cheese elements, exclusive color schemes, and storytelling calf IP. It is strategically laid out outside the transparent window, forming a dual track communication mode of "rational cognitive products, emotional connection brands".
The Little Cow IP is no longer just a decoration, but a guide that carries the brand's story of "originating from the beautiful foothills of the Alps" pasture, injecting warm vitality and exploratory fun into high-quality products.
This design concept perfectly echoes the ultimate pursuit of the Ruimu brand's "Swiss quality, perfection" - it is reflected in the ultimate display of product authenticity, deep insight into user needs, and the non discount implementation of brand promises.

Highlights

The packaging of this series of products is themed around Swiss characteristic cities, integrating Swiss culture and cheese elements, and using a breakthrough fully transparent outer box (rarely used in the cheese category on the market). The pure texture and true color of the original cheese inside are displayed clearly, facing consumers' concerns about the "real ingredients" of children's food, with a visual impact of "what you see is what you get".

Its differentiated added value lies in elevating packaging from a functional container to a "nutrition management tool" and an "emotional collection carrier". 20g independent packaging accurately corresponds to the daily calcium requirement of children.
At the same time, three different flavors of cheese sticks correspond to nine different packaging stories, and cover the design of Little Cow IP, inspiring children's "collection fun" and empowering subsequent IP series gifts, transforming single purchase behavior into long-term brand interaction, and building warm emotional connections on the basis of transparency and rationality.

Market Performance

无

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

PET塑料 PET material

Craft

Its outer box is integrally formed from high-transparency PET material through a precision blister molding process, ensuring a sturdy structure and excellent light transmittance. The inner packaging uses food-grade PE material, recyclable, it provides an independent and hygienic sealed environment for each 20g cheese stick.

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

This design accurately addresses two key pain points in the same product category:
1.The "information black box" issue: It completely abandons the industry’s common practice of using opaque cartoon packaging to obscure the product itself. Instead, the fully transparent design eliminates consumers’ doubts and promotes information symmetry.
2.The "homogeneous experience" issue: Going beyond the simple application of cartoon images, it stands out from numerous competing products through multi-dimensional innovations—including "transparent visualization, scientific quantification, and IP storytelling"

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

Three core functional designs enhance the user experience:
1. Precise Nutritional Management**: The 20g individual packaging corresponds to the daily calcium requirement, allowing parents to easily control portions and simplify feeding decisions.
2. Convenient and Hygienic Portability**: The small individual packs effectively prevent contamination and are easy to carry, perfectly adapting to multiple scenarios such as outdoor activities and school.
3. Guidance for Independent Eating**: Exclusive color schemes facilitate quick product differentiation, and when combined with the stick design that is easy for little hands to grasp, they safely encourage infants to eat independently, fostering their sense of autonomy.

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

This design has significantly boosted sales by creating "collection-driven" and "trust-driven" motivations. The unique serialized calf IP designs effectively stimulate repeat purchases aimed at collecting the full set, thereby increasing the average transaction value. Meanwhile, the "transparency" design has greatly lowered the cognitive and decision-making barriers for high-quality authentic cheese, translating into strong purchasing motivation. Since its launch, both the repurchase rate and average transaction value of this product series have achieved double-digit growth, making it the fastest-moving star product in channels. This validates the direct role of the design in driving consumer behavior.

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

In terms of environmental protection, we have opted for widely recyclable PET/PE materials and reduced the area covered by ink, thereby fulfilling our environmental responsibilities. From a commercial perspective, this design has built insurmountable competitive barriers by strengthening the "transparent and trustworthy" brand equity. The resulting high repurchase rate and brand premium have ensured the long-term vitality and health of the business model, achieving bidirectional sustainability of environmental friendliness and commercial success.