Country
中国(China)
Official website
https://www.mengniu.com.cn
Company Introduction
China Mengniu Dairy Company Limited and its subsidiaries manufacture and distribute quality dairy products in China. It is one of the leading dairy product manufacturers in China, with MENGNIU as its core brand. Mengniu offers diverse products including liquid milk products, ice cream, milk formula and cheese. In 2020, Mengniu moved up to the eighth place on the “Global Dairy Top 20” list published by Rabobank, and placed 31th on BrandZ™’s list of most valuable Chinese brands. Mengniu also made it again among Brand Finance’s list of the top 500 most valuable brands of the world in 2020. As at the end of December 2020, the Group’s annual dairy production capacity reached 9.90 million tonnes. In March 2014, Mengniu became a Hang Seng Index constituent, making it the first blue chip Chinese dairy product manufacturer. In August 2020, Mengniu was included as a constituent of Hang Seng Corporate Sustainability Index and Hang Seng ESG50 Index.
Images
Brand Name
MILK DELUXE
Designer Name
Designer: Kaichao WANG；Illustrator: Rongbo MA, Hao WU；Creative Director: Bin HE
Position of Designer
Designer: Kaichao WANG；Illustrator: Rongbo MA, Hao WU；Creative Director: Bin HE
Client
MILK DELUXE
Target Group
25 – 40 years old, energetic educated class who consistently pursue personal growth
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
THE MILK DELUDX DESERT ORGANIC is limitedly originated from Ulan Buh desert oasis, where is a rare, gifted, and natural-born pure land. The natural desert isolation zone that ranges from 30 – 80 kilometers, protects the original natural environment from pollution. The crystal-clear water of the upstream of the Yellow River and the 3,200 hours abundant sunlight per year, nourishs the pasture growth, and then the better organic nutrition. What makes this product even more remarkable is that it is not only realized the business interests of the enterprise, but also balanced the social benefits. Comes to the package design, we got inspired by the place of origin, and adopted domestic elements to tell the product story.
Highlights
By using the Tetra Par’s sustainable carton package’s nature color to present the yellow color of the desert, and the green color to present organic and natural atmosphere; the whole package becomes a micro-landscape of the desert oasis, reflecting the place of origin. At the same time, we puts three desert plants and key product features (desert isolation zone, water source, sunlight hours) into the front and back of each package, to illustrate the ecosystem of the desert oasis. We wish, through the package design, to offer consumers an immersive experience of this pure land.
Market Performance
NO
Material
其他
Craft
By using Tetra Par’s sustainable carton package to represent the pure of the product itself, and the philosophy of environment protection and the harmony between human and nature.
Does the design solve the problems that are common across the product category?
NO
What functional designs of the work have enhanced the user experience?
NO
Did the design help increase the sales performance of the product?
NO
Does the work consider sustainability (environmentally or commercially, or both)?
Unbleached, uncoated paperboard is made from FSC™-certified wood. The package has impressive environmental credentials.
Additional Materials