Country
中国(China)
Official website
https://www.yili.com
Company Introduction
Yili ranked among the top five in the global dairy industry and has maintained the undisputable position of No. 1 in Asia. Yili is also the largest dairy enterprise in China, offering the most comprehensive product range among its competitors. With exceptional product quality, leading service capabilities, and comprehensive capacity for sustainable development, Yili is well-respected among global event organisers, national and local governments, and the general public. Yili has been selected to serve as the primary supplier of dairy products and services at major international events, supplying the Beijing 2008 Olympic Games, the 2010 Shanghai Expo, the 2016 G20 Hangzhou Summit, the 2019 7th CISM Military World Games, and the Beijing 2022 Winter Olympic Games. Yili has also acted as a partner for the World Economic Forum, the Boao Forum for Asia, and the World Internet Conference.
Images
Brand Name
SATINE
Designer Name
Jenny Ji、Huaibin Wang、Hai Huang、Jingfang Wang、Zijin Gao
Position of Designer
Chief Creative Officer、Art Director、Designer、Designer、Designer
Client
Inner Mongolia Yili Industrial Group Co., Ltd
Target Group
Middle-class wealthy households at the age of 28 to 45 who are well-educated, with solid economic basis and strong purchasing power, meanwhile very quality-conscious and enjoying personal and family life.
Major sales
电商 E-commerce
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
On the 15th Conference of Parties to the Convention on Biological Diversity (COP15) held in Kunming, China, Satine launched the limited edition of biodiversity protection of Satine Organic Milk, the first product customized for the Conference in the industry. With the concept of “Protecting Biodiversity and Building a Community of Shared Life” and the theme of "organic, harmony and symbiosis", the package design is inspired by sound waves and water waves of the nature. Adopting the innovative, young and fashionable Optical art style in design, the pictures on the front of the six different bottles recognized China's achievements in biodiversity protection in terms of animals, plants, forests, oceans, wetlands and grasslands, while the pictures on the back of the six bottles constructed a full picture of the organic ecological environment, expressing the concept of interconnectivity, harmonious symbiosis and a community of shared life. The package is mainly in green color and embellished with blue to fit the organic color of the nature to the greatest extent, giving consumers a bright and natural look.
Highlights
Adopting the innovative, young and fashionable Optical art style in design, the pictures on the front of the six different bottles recognized China's achievements in biodiversity protection in terms of animals, plants, forests, oceans, wetlands and grasslands, while the pictures on the back of the six bottles constructed a full picture of the organic ecological environment, expressing the concept of interconnectivity, harmonious symbiosis and a community of shared life.
Market Performance
It was sold out quickly after launch and has driven the e-commerce business to increase by 117% year-on-year; the online marketing campaign jointly with Alipay has ranked top among Alipay FMCG brands in terms of conversion rate. In only half a day after launch, the campaign acquired 10 million+ exposures omni-channel, 10,000+ new registered members per hour, and 1 million+ visits to mini program within 5 hours. It was selected as the key SKU (one of the three SKUs in dairy products) for CNY promotion by Walmart, with sales increased by 444,446 packs in a single channel.
Material
纸质 Paper
Craft
The craftsmanship of the product design is shown visually with a metallic effect. The brand logo and name are partially shimmery, while other parts are printed in four colors over the original white base. The metallic luster emphasizes the brand value, and the entire packaging appeals to be more privileged.
Does the design solve the problems that are common across the product category?
It was the first limited-edition product of biodiversity protection launched by Satine on the occasion of COP15. The concept of biodiversity protection is relatively abstract and difficult to be perceived by consumers. The design successfully expresses the abstract concept in a concrete way to strike chords with consumers. The front of the bottle shows sound ripples and water ripples connecting with all living beings to recognize China's achievements in the protection of animals, plants, forests, oceans, wetlands and grasslands, while the pictures on the back of the bottles construct a full picture of the harmonious symbiosis in the organic ecological environment, well interpreting the philosophy of “ a community with a shared future for mankind".
What functional designs of the work have enhanced the user experience?
Tetra Diamond Dream Cap, a new type of opening, provides a more comfortable experience for the customers to fulfill their needs in drinking. Such design makes the product easier to hold and open. The opening fits well with the lips while drinking, and the liquid can be poured out of the packaging smoothly. The aseptic design of Tetra Diamond Dream Cap has won many international awards over the past few years, and has gained a lot of trust and preference from the vast customers.
Did the design help increase the sales performance of the product?
It was sold out quickly after launch and has driven the e-commerce business to increase by 117% year-on-year; the online marketing campaign jointly with Alipay has ranked top among Alipay FMCG brands in terms of conversion rate. In only half a day after launch, the campaign acquired 10 million+ exposures omni-channel, 10,000+ new registered members per hour, and 1 million+ visits to mini program within 5 hours. It was selected as the key SKU (one of the three SKUs in dairy products) for CNY promotion by Walmart, with sales increased by 444,446 packs in a single channel.
Does the work consider sustainability (environmentally or commercially, or both)?
The FSC-certified cardboard is used to support the sustainable development of forests and ecology. The packaging can be recycled after use to reduce waste of resources. Moreover, made of renewable sugarcane, the first plant-based dream cover launched by Satine on the World Environment Day 2021 can reduce the carbon footprint. The packaging design also recognizes China's achievements in biodiversity protection of animals, plants, forests, oceans, wetlands and grasslands, so that more consumers can perceive and understand biodiversity protection in China.