Country
中国(China)
Official website
www.yili.com
Images
Brand Name
Meiyitian
Designer Name
Meiyitian & Ivie design group
Position of Designer
Advanced group
Target Group
Group of people in 18-25 years old who advocate individual freedom, pursue sense of difference, enjoy delicious food and attach importance to their health.
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
限量款/联名款 Limited Edition/IP Collaboration
Design Story
Meiyitian is a lactobacillus drink. For better communication with young consumers and to strengthen product function attributes, Meiyitian launched Meiyitian lactobacillus drink classic - Marvel edition. And we combined the marvel Universe's phenomenally popular IP "Iron Man", "Spiderman", "Captain America" and "Black Widow" with the existing packaging of MeiYitian, using more artistic and fashion elements to enhance the product's sense of function, vatility, and fashion.
Highlights
We hope not only to apply the IP image to the packaging, but also to meet the expectations of IP fans and better serve the brand via the design of this joint outfit. So instead of choosing other commonly used real-life character vision, we adopt more artistic, the fashion elements in the design which not just make the packaging more youthful and fashionable, but let the real Marvel Universe fans feel the brand’s understanding of the Marvel Universe which conveys the idea that our brand is not using the new packaging merely for commercial. At the same time, co-branding also gives us more possibilities and gameplay in marketing, and further strengthens the brand tonality and functional attributes.
Market Performance
The Marvel Collector’s Edition Packaging has been widely praised by consumers and generated positive response among fans. It is not our brand or design department who drew this conclusion, but customers, because during the launch of co-branded packaging, the sales performance of Meiyitian was outstanding, especially 100mL*5 set with a year-on-year growth of 273.4% in sales.
Material
PET塑料 PET material
Craft
the Marvel Collector’s Edition Packaging we use this time adds more elements of artistic design and combination of contrast colors to the common packaging of drinks with active lactic acid bacteria, which ensures the packaging breaks through the norm, make full use of Marvel Universe IPs, and speaks to our customers better.
Does the design solve the problems that are common across the product category?
It’s not new to cooperate with IPs, so rather than simply mixing the images of Marvel Universe heroes with product packaging, MeiYiTian actively integrates the artistic elements of said images with our former packaging, which allows us to attract more customers via Marvel Universe heroes and highlight the features and product benefits of our brand.