Type of applicant company

设计机构

Country

中国

Company Website

www.ufbrand.cn

Images

Brand of the Product

Source Western region

Designer Name

Creative Director: Yalikun Waili; Designers: Gu Lan, Yalikun Waili

Position of Designer

无

Target Consumer

High-income individuals aged 30-55 in first- and second-tier cities are health-conscious and value quality of life. They prioritize nutrition, natural ingredients, and cultural significance, using these products for personal consumption and as gifts. They prefer high-end dairy products that are scarce, functional, and have ethnic characteristics.

Distribution Channels

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

Positioning

礼品 Gift

Design Story

Strategic Positioning: From "Specialty Product" to "Western Region Dairy Gift"
We elevated our brand positioning from ordinary dairy products to a cultural level of "Western Region Dairy Gift." By exploring the brand's own "originating from the Western Regions" DNA and its culinary origins in the Western Regions' food culture of "horse, donkey, and camel milk," we constructed a unique product value system. Visual Strategy: Modernizing the brand's cultural symbols and building category trust through rock art IP. We extracted horse, camel, and donkey images from ancient Xinjiang rock paintings and modernized them. This strategy achieves three values:
**Origin Trust:** Rock paintings are Xinjiang's oldest "certificate of origin."
**Category Identification:** Visually distinguishing the characteristics of three types of specialty milk.
**Cultural Resonance:** Awakening consumers' sense of identity with Western Region culture.

Highlights

The aesthetics of glazed tiles enhance perceived value: The packaging design is inspired by the colorful glazed bricks of Kashgar, transforming historical and cultural heritage into a sophisticated visual language. The glazed texture not only imbues the product with a sense of cultural depth but also creates a sense of value akin to that of a health supplement through its colors.

Market Performance

Market Achievements: Culture Empowers Business Growth
By transforming Western Region cultural assets into brand visual assets, we have successfully:
Established a category association of "Specialty Milk = Originating from Western Regions"
Upgraded products from functionality to gift value
Created a packaging system with collectible value and cultural significance
True brand competitiveness stems from the deep exploration and strategic expression of the culture inherent in the brand's DNA. We focus on building unique cultural barriers for Xinjiang brands, making regional culture the core competitive advantage in the market.

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

纸质 Paper; 其他 铁罐

Craft

Laser Film；Reverse UV Coating；Letterpress Embossing

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

When upgrading the packaging of the Xinjiang specialty milk brand "Yuanxiyu," we directly addressed the core issue: how to make the product stand out in a market saturated with similar products?
Strategic Positioning: From "Specialty Product" to "Western Region Dairy Gift"
We elevated the brand positioning from ordinary dairy products to the cultural significance of "Western Region Dairy Gift." By exploring the brand's own DNA and its origins in the Western Region's culinary culture of "horse, donkey, and camel milk," we constructed a unique product value system.
Visual Strategy: Modern Translation of Brand DNA Cultural Symbols
Building Category Trust through Rock Art IP
We extracted horse, camel, and donkey images from ancient Xinjiang rock paintings and modernized their design.

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

Market Achievements: Culture Empowers Business Growth
By transforming Western Region cultural assets into brand visual assets, we have successfully:
Established a category association of "Specialty Milk = Originating from Western Regions"
Upgraded products from functionality to gift value
Created a packaging system with collectible value and cultural significance
True brand competitiveness stems from the deep exploration and strategic expression of the culture inherent in the brand's DNA. We focus on building unique cultural barriers for Xinjiang brands, making regional culture the core competitive advantage in the market.

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

Market Achievements: Culture Empowers Business Growth
By transforming Western Region cultural assets into brand visual assets, we have successfully:
Established a category association of "Specialty Milk = Originating from Western Regions"
Upgraded products from functionality to gift value
Created a packaging system with collectible value and cultural significance
True brand competitiveness stems from the deep exploration and strategic expression of the culture inherent in the brand's DNA. We focus on building unique cultural barriers for Xinjiang brands, making regional culture the core competitive advantage in the market.

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

无