Country
中国(China)
Official website
http://www.tianyoudairy.com/
Company Introduction
Chongqing Tianyou Dairy Co. Ltd. is a large state-owned dairy company with 500,000 tons of annual dairy production capacity and annual sales of over RMB 2.5 billion. The company owns more than 30 high-quality dairy farms in Chongqing and Sichuan province. Tianyou dairy products are in highly popular demand in Chongqing, Sichuan, Guizhou provinces, etc., and are dominating the Chongqing market share. Its popular brands include Tianyou, Better, Truyearn, etc. The company upholds the mission statement of “produce China’s top-quality dairy products with ingenuity” and has been striving to provide fresher and higher-quality dairy products to consumers and contribute to a “healthy China” and better living for Chinese people.
Images
Brand Name
Better Milk
Designer Name
Brand Architect: Feng Zhou, Qingxia Liu, Chengzhen Deng Creative Director: Ying Deng, Xinyu Hu
Position of Designer
Brand Architect: Feng Zhou, Qingxia Liu, Chengzhen Deng Creative Director: Ying Deng, Xinyu Hu
Client
Chongqing Tianyou Dairy Co. Ltd.
Target Group
1. Consumer of middle to high end dairy products and in pursuit of higher living standards and quality products 2. Chinese younger generation who are culturally self-confident and in pursuit of the modernized Chinoiseries 3. Consumers in Chongqing and Sichuan province who embrace the Bashu cultural identity
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; 餐饮&酒店 Restaurants & Hotel
Positioning
大货 Mass Production
Design Story
Bashu culture has a long and rich history and has evolved inexhaustible cultural quintessence which has spiritually nourished the people and the land of Sichuan and Chongqing areas. It’s Better Milk’s belief that a real Chinoiserie brand needs to be deeply rooted in the rich Chinese culture and artistry and then innovate and rejuvenate it. Innovation is the permanent spirit of Chinese culture. Shu Embroidery is a national intangible cultural heritage and one of the four most famous embroidery arts in China. Shu Embroidery boasts thousands of years of history and is well-known for its bright and comely colors, exquisite and delicate knitting, distinctive cultural characteristics, and rich sources of elements. Shu Embroidery is a significant part of Bashu Culture. Better Milk’s “Bashu Chinoiseries” themed packaging series integrates the theme of Shu Embroidery and Better’s quality dairy products, also embeds in other Bashu cultural elements e.g. Sichuan opera, Chongqing domestic customs, etc. The classic and elegant packaging is enriched with oriental artistry and cultural deposits, and is an artful integration of Chinoiseries and chic.
Highlights
The packaging design adopted the visual elements of Shu Embroidery - its bright and comely colors and exquisite and delicate knitting. Many symbolic elements of Bashu culture are embedded in the graphics, including Sichuan opera, peacock embroidery, Chongqing Hongya Cave, Yangsze River Cableway, etc. The artful “mix” is visually inviting and refreshing to consumers. 2. Better Pure Milk packaging adopted two well-known Bashu cultural elements - Sichuan Opera face and Ciqikou Ancient Town with classic and bright color combinations. Better Organic Milk has an artful graphic mix of Hongya Cave, peacock, and hibiscus flowers, and is showcasing the aesthetics and elegance of Chinoiseries.The center of the packaging lists the brand name and other important product information in the background of Chongqing Liberation Monument, which helps boost the spiritual echoes and the sense of identity and pride among consumers.
Market Performance
1. The packaging design adopted the visual elements of Shu Embroidery - its bright and comely colors and exquisite and delicate knitting. Many symbolic elements of Bashu culture are embedded in the graphics, including Sichuan opera, peacock embroidery, Chongqing Hongya Cave, Yangsze River Cableway, etc. The artful “mix” is visually inviting and refreshing to consumers. 2. Better Pure Milk packaging adopted two well-known Bashu cultural elements - Sichuan Opera face and Ciqikou Ancient Town with classic and bright color combinations. Better Organic Milk has an artful graphic mix of Hongya Cave, peacock, and hibiscus flowers, and is showcasing the aesthetics and elegance of Chinoiseries. 3. The center of the packaging lists the brand name and other important product information in the background of Chongqing Liberation Monument, which helps boost the spiritual echoes and the sense of identity and pride among consumers.
Material
纸质 Paper
Craft
- Better Milk “Bashu Chinoiseries” themed packaging series uses the special “dream cap” technology of Tetra Pak and has the popping cap feature which makes it convenient for consumers to carry and drink. - Tetra Pak uses multi-layer composite materials and can be stored at room temperature. - This packing technology and materials are being gradually adopted by leading dairy companies in China.
Does the design solve the problems that are common across the product category?
Currently, Chinoiserie is popularly used in marketing and packaging. However, most of the Chinoiserie-themed packaging currently in the market normally use certain popular cultural icons e.g. Forbidden City, Dunhuang Grottos, etc. The market lacks brands with innovation and originality. In addition, so far we haven’t seen any “Bashu Chinoiseries” themed packaging designs among food and drink products. Better Milk “Bashu Chinoiseries” themed packaging series focus on the connotation of Bashu culture and has integrated several Bashu cultural elements (e.g. Shu Embroidery, Chongqing domestic customs, etc.) into the packaging designs. The classic and chic packaging design not only showcases the distinctive Bashu traditional culture and the rejuvenated Chinoiserie aesthetics but also helped Better Milk stand out among peer brands and outperform. The key is purely the original and innovative design!
What functional designs of the work have enhanced the user experience?
Better Milk “Bashu Chinoiseries” themed packaging series use the “dream cap” technology of Tetra Pak and has the special popping cap feature which is convenient for consumers to carry and drink. In addition, Tetra Pak uses eco-friendly multi-layer composite materials which enable storage of dairy products at room temperature.
Did the design help increase the sales performance of the product?
Since the launch of Better Milk “Bashu Chinoiseries” themed packaging products in April 2021, the product quickly gained popularity and favor among consumers with its classic and stylish designs and domestic Bashu fashion packaging, and has significantly boosted Better products’ sales revenue. The first month (May 2021) sale revenues after launching and the three-month sales revenues have both increased by 70% compared to the same periods in the last year.
Does the work consider sustainability (environmentally or commercially, or both)?
1. Business sustainability: The Bashu Chinoiserie-themed Better milk products have successfully gained popularity and favor among consumers. Better will continue to develop more innovative packaging of the Bashu Chinoiserie theme which will greatly contribute to the sustainable and ongoing business success. 2. Ecological sustainability: The Tetra Pak packing is good for room temperature storage and can save energy. The used packages can be recycled and re-produced into other living or industrial materials e.g. recycled paper, floor, garbage can, etc. It helps both protect the environment and boost economic benefits.