Type of applicant company
品牌方
Country
中国
Company Website
https://www.jomilk.com
Images
Brand of the Product
JOMILK
Designer Name
Design Leads: Zou Yilin, Li Yangji; Creative Director: Liu Chengde
Position of Designer
Design Leads: Zou Yilin, Li Yangji; Creative Director: Liu Chengde
Target Consumer
Women aged 31-50 are the main target group.
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; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 礼品渠道、特通渠道、电视购物等
Positioning
大货消费品 Mass Production
Design Story
Jomilk Dairy is located at the foot of the Qinling Mountains in Shaanxi, and its pure milk source is one of Jomilk's proudest advantages. Therefore, we incorporate the Qinling Mountains as a significant element to reflect this. At the same time, we aim to convey an impression of health, purity, and trustworthiness to consumers through our packaging.
Highlights
The Saanen dairy goat is used as the IP (intellectual property), with a backdrop featuring three colors: yellow, green, and blue. These represent the loess land, green pastures, blue sky, and clear waters of the Qinling Mountains' foothills, depicting the joyful life of sheep in Shaanxi and reinforcing consumer awareness of the origin.
The pure white canister combined with a deep blue label creates an overall blue and white color scheme, enhancing the product's sense of purity and modernity, and increasing the reassurance for purchase and gift-giving.
Market Performance
In 2022, the product's sales revenue was 24 million yuan. In 2023, the sales revenue increased to 34 million yuan.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
The can body is made using PET one-piece molding technology, which is advantageous for long-distance transportation. The label includes a hot stamping process to enhance the quality feel of the packaging.
Does the design solve the problems that are common across the product category? If so, please explain.
Compared to common tin cans and paper boxes, PET can bodies have lower storage and transportation damage, and better sealing performance, providing more comprehensive protection for milk powder, effectively reducing the risk of spoilage and caking after opening.
What functional designs of the work have enhanced the user experience?
The PET material used by Jomilk is chemically stable and highly compatible with consumer usage scenarios. It is resistant to corrosion from oils, acids, alkalis, salts, and other organic and inorganic chemical solvents, preventing chemical reactions with the beverage inside the packaging, thus ensuring food safety.
Did the design help increase the sales performance of the product? If so, please give related evidence.
Strategic partnerships have been established with Li Jiaqi's live broadcast room and Dongfang Zhenxuan's live broadcast room, achieving a sales volume of 54 million yuan in 2023, with a compound annual growth rate of 141.67% over the past three years.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
The PET cans used by Jomilk represent a relatively eco-friendly packaging method. In China, the recycling rate of PET beverage bottles has reached 94%, indicating that most PET bottles are recyclable after use. Recycled PET plastic can be made into rPET (recycled polyethylene terephthalate), which is not only used to produce new beverage bottles but can also be used to create luggage, clothing, sun umbrellas, and other products. This extends the material's life cycle and reduces waste generation.