Country
中国(China)
Official website
www.cpfoods.cn
Company Introduction
Charoen Pokphand Group is a well-known multinational enterprise established in 1921, founded by Thai Chinese Mr. Xie Yichu. It is also known as CP Group in Thailand.
Images
Brand Name
Suo Yi Run
Designer Name
Gan He
Position of Designer
Beeku Communication Group—Group Creative Director
Target Group
We are targeting the Generation Z consumers who are health and quality conscious, pursuing individualized attitude towards life and pleasant consumption experience.
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; 其他销售渠道 高校（Universities）、加油站（Gas stations）
Positioning
大货 Mass Production
Design Story
The product category of ‘Suo Yi Run’ is natural mineral water. The ‘water wave’ and ‘aqua blue’ are selected as the core design element and base color to design the brand label and brand VI system. The ‘water wave’ represents the endless vitality and power of nature, provides a smooth taste product association. Also,the smiling ‘water drop’ on the back label is designed to deliver the message of individuality, youth and fine quality. The main logo and the back logo interconnect to increase the user's memory of the product so as to guide consumption.
Highlights
The design of ‘water wave’ breaks the traditional design style, transmitting the feeling of ‘flowing water’, increasing the user's memory of the product. Meanwhile, it is the core design element of the brand VI system.The ‘water wave’ represents the endless vitality and power of nature, provides a smooth taste product association. Also,the smiling ‘water drop’ on the back label is designed to deliver the message of individuality, youth and fine quality. The main logo and the back logo interconnect to increase the user's memory of the product so as to guide consumption.
Market Performance
The products have been launched since October 2021, covering 26 provinces and cities such as Beijing, Shanghai,Guangzhou, Zhengzhou, Xi'an, Chengdu, Chongqing and Hainan. So far, we entered into several channels including CVS, supermarket, shopping mall, e-commerce, chain catering, gas stations, universities, hotels, and so on.
Material
PET塑料 PET material
Craft
The ‘water wave’ lines on the bottle represents the endless vitality and power of nature, which is also anti-skid, and the injection process significantly reduced the waste of materials, lower the prime cost and shorten the productive time. A smiling ‘water drop’ is specially designed as an Easter Egg when removing the bottle cap. Let’s live in a simple and pure life together with ‘Suo Yi Run’.
Does the design solve the problems that are common across the product category?
The design of ‘water wave’ breaks the traditional design style, transmitting the feeling of ‘flowing water’, increasing the user's memory of the product. Meanwhile, it is the core design element of the brand VI system.The ‘water wave’ represents the endless vitality and power of nature, provides a smooth taste product association. Also,the smiling ‘water drop’ on the back label is designed to deliver the message of individuality, youth and fine quality. The main logo and the back logo interconnect to increase the user's memory of the product so as to guide consumption.
Does the work consider sustainability (environmentally or commercially, or both)?
In the domestic bottled water market, most of the labels are coated with large areas of paint, which is full of complex information. However, ‘Suo Yi Run’ used a lot of blank spaces on the label design as a breakthrough to make the bottles more conspicuously on shelf. The reduced printing area of labels is also reflected from the perspective of environmental protection.
Additional Materials