Country
中国(China)
Official website
https://www.newhopedairy.cn/
Company Introduction
New Hope Dairy, one of the most dynamic and innovative companies in China, has established a foothold in the southwest in just over ten years and has a deep layout in East, Central, North, and Northwest China. It has gradually deepened the country and built a "fresh strategy" as its core value. The combined fleet of urban dairy companies. Currently, it has 47 holding subsidiaries, 15 major dairy brands, 16 dairy processing plants, and 13 own farms. On January 25, 2019, New Hope Dairy Co., Ltd. (New Dairy Stock Code 002946) was officially listed on the Shenzhen Stock Exchange.
Images
Brand Name
Chuxin
Designer Name
JianCheng
Position of Designer
Senior Designer
Target Group
Those who have requirements for health but do not want to give up the delicious taste, are willing to try new things and pursue a quality life with light self-discipline. Crowd characteristics: Do not sacrifice deliciousness for health, do not sacrifice health for deliciousness; need products with less burden and less guilt.
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Positioning
大货 Mass Production
Design Story
With today's increasing demand for healthy eating and healthy diets, foods without any chemical additives are becoming more and more popular among consumers. Hatsumoto Yoghurt upholds the concept of respecting nature and advocating no chemical additives, offering consumers a more natural product. Under this environment, Hatsumoto has launched a new yoghurt product: Hatsumoto Zero Sugar Drinking Yoghurt. The overall packaging design uses blue and white as the key colours, in line with the tone of Hatsumoto's products, while the blue and white colour scheme gives people a natural and natural feeling, reinforcing Hatsumoto's brand image as a naturalist advocate in consumers' minds. At the same time, the packaging uses a giant 0 as the overall visual centrepiece, strongly capturing consumers' perception of the product's 0 sucrose, 0 sweetener and 0 thickener features. The minimalist design also easily reminds consumers of the simple and natural ingredients of the product, enhancing consumers' goodwill towards the product and the brand.
Highlights
Using exclusive three-dimensional sugar control technology: Aibi lactic acid bacteria + lactose hydrolase + Demi90 combination. This exclusive patented technology enables "Chuxin" to have a refreshing sweetness without adding sucrose and sugar substitutes, with low energy, and the whole bottle of calories is less than an apple. [1. Aibi bacteria can hydrolyze lactose in milk into monosaccharides, and monosaccharides have natural sweetness; 2. Combine lactose hydrolase and Aibi strains in the fermentation process to synergize with Aibi strains to deeply hydrolyze and separate lactose; 3. Utilize Demineralized whey protein powder Demi90 in infant formula, rich in branched-chain amino acids and lactose, provides yogurt with a more scientific fat-to-egg ratio and a silkier texture. 】
Market Performance
In December 2021, the original zero-sugar free-drinking yogurt was first launched in Kunming. The cumulative sales volume of the product was 1 million in one month, and the repurchase rate was as high as 45%. Since the temperature in winter hinders consumers from purchasing low-temperature yogurt, I believe the sales performance of the product in summer better.
Material
PET塑料 PET material
Craft
Product packaging uses UV technology, so that the overall appearance of the product packaging has a three-dimensional sense and smooth feel, can significantly improve the visual aesthetics of the product packaging, but also to increase the brightness of the outer packaging, to protect the printed surface, so that it is corrosion-resistant, friction-resistant, not easy to scratch, to maintain the integrity of the outer packaging.
Does the design solve the problems that are common across the product category?
Nowadays, zero sugar yogurt is mostly spoon type yogurt, which needs to be peeled off the lid and used with a spoon, and cannot be stored, and can only be consumed at once. With this in mind, the packaging is designed to be portable and easy to store in a tall bottle, so that even if it is not consumed, the lid can be closed to keep the product fresh and stored.
What functional designs of the work have enhanced the user experience?
Instead of using a full set of standard packaging design, the product is packaged in a sealed lid. It can not only seal the yogurt to keep it fresh, but also eliminates the tedious step of tearing the plastic packaging when opening the yogurt, optimizing the consumer's experience of using the product.
Does the work consider sustainability (environmentally or commercially, or both)?
The environmental protection of the product packaging is reflected in the process used for the product packaging: the process used for this product is UV process, compared with the traditional four-color process printing, UV printing is less wasteful in terms of ink usage, and it can also enhance the safety factor of the product packaging, thus meeting the environmental protection requirements.