Type of applicant company

品牌方

Country

中国

Company Website

https://www.yili.com/

Images

Brand of the Product

Yili Qingmu

Designer Name

Guangzhou Bamboo Design Co., Ltd.

Position of Designer

无

Target Consumer

Women aged 25-45 who are concerned about skin health, pursue the homology of "medicinal food and cosmetics", and pursue high-quality functional diets.

Distribution Channels

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

大货消费品 Mass Production

Design Story

Yili Women's Milk Powder plans to launch a high-end new product, which integrates the traditional Chinese health ingredient - red ginseng into low-fat milk powder, and the population is between 30 and 40 years old. The challenge lies in the fact that the combination of red ginseng milk powder is a novel combination, as a traditional Chinese health ingredient, it is easy to bring consumers the impression of tradition, but the core group is the new era of women who pursue high-quality functional diets and constantly pursue a better living state. Therefore, the product needs to express red ginseng while also needing a more traditional consumer impression of Chinese ingredients.

Highlights

The product is aimed at women with the same origin of Chinese medicine and food, and the packaging uses simple typography, red and white bright color collision, reflecting the perfect combination of milk and red ginseng, and a strong sense of function in a simple atmosphere. The simple segmentation lines wrap around the minimalist feminine woman's confident and stretched state, and the packaging as a whole presents a strong sense of ruddy blood to consumers. Based on the establishment of the product packaging VI system and the precipitation of brand equity, the brand positioning of the beauty of the East has been formulated, and a visual system of Qingmu packaging design that matches the brand positioning, has differentiation and can be extended.

Market Performance

Three months after the product was launched, the sales scale exceeded 10 million!

Material（For concept works, please choose the material you plan to use）

其他 铁罐

Craft

Red ginseng milk powder is packaged by Tin milk powder cans, which is the main packaging forms of milk powder products. Tin milk powder cans is deeply loved by the packaging industry and consumers due to its advantages of good mechanical properties, excellent barrier properties, mature manufacturing technology, high production efficiency, exquisite decoration and recyclability