Country
中国(China)
Official website
http://www.dawn-biotech.com.cn/home.html
Company Introduction
As a national high-tech enterprise and the only industry segment of China Aerospace for public health consumption, Dongfanghong has been focusing on the transformation of aerospace biotechnology and aerospace medical achievements, and is committed to the research and development and production of aerospace technology It has not only successfully realized the industrialization and marketization of aerospace biotechnology application, but also become the backbone of aerospace technology application industry of China Academy of Space Technology.
Images
Brand Name
ZHIXIAOMEI
Designer Name
SHUANG WU
Position of Designer
Design manager
Target Group
Young women aged 23-40 who need to become thinner and more beautiful
Major sales
电商 E-commerce
Positioning
大货 Mass Production
Design Story
On the package I used lovely illustrations to depict the character of Chang’E from traditional Chinese mythology who wanders in a universe made up of food. Firstly it comes from the bioastronautics background of our product. And further more, it conveys an idea that Chang’E as a female super hero is here to fight the fat that all kinds of food brings and save people from becoming fat. Through a delighted design language, we let our female users who intended to lose weight know that our products can help them enjoy food without guilt.
Highlights
The depiction of the image of Chang’E shortens the distance with our user, because this is a mythical figure familiar to every user. When people think of Chang’E, they always think of her beautiful face and graceful figure, echoing female users' yearning for beauty and slim figure. The story on the packaging also makes them feel that Chang’E is standing on the same side fighting fat, and so are our products.
Market Performance
Since its launch, the product has been laid out in multiple e-commerce channels, leading the market in the new consumer goods category of weight loss, focusing on the new flow of live broadcast, loved by many vertical class anchors and users, with good repurchase performance and single-day sales of up to 3,000 units.
Material
PET塑料 PET material; 纸质 Paper
Craft
Products in the packaging design performance of the cardboard pull box design, and with the inner tray, high-end generous, the inside of the independent small package, easy to carry, carry good sharing.
Does the design solve the problems that are common across the product category?
The design depicts the image of Chang'e in traditional Chinese mythology, and chooses a large color block design and flat packaging form to enhance the product's memory point, rejecting the weakness of similar products on the market that lack memory points.
What functional designs of the work have enhanced the user experience?
The box has a pull-out design, easy to open and close, with an independent liner inside, neat and beautiful after opening the box, while the independent bag design, consumers can also carry with them, ready to drink.