Type of applicant company

设计机构

Country

中国

Company Website

http://www.bygroup.net.cn/Home.html

Images

Brand of the Product

Jinlongyudaoguxiansheng

Designer Name

Ellison Guo、Datian

Position of Designer

Chief Creative Director, Executive Design Director

Target Consumer

Core consumer groups 85-95 years, high-end young families and young people. They pursue health and youth, love to try new things, and their personal interest tendency is obvious, focusing on high quality and high appearance level. The traditional rice brand is the same, and they love life and hope that the brand can bring them a fresh and cool family life feeling.

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

80% of people in China eat "old rice", because rice from the factory to the channel and then to the hands of consumers need a certain period of time, consumers can hardly eat fresh rice, thanks to the golden arowana 6-step fresh rice control technology, golden Arowana rice fresh through the e-commerce platform, consumers place orders on the platform, 24h now grind, 48h fresh to home, Traditional rice brands usually reduce the production date on the back, but we find in life that when consumers buy fresh food such as flowers, fresh fruit, seafood, they will be very concerned about the shelf life of a few days, the production date is a few, in the minds of consumers, the date is the core information to express "fresh", we cleverly put the date directly on the front of the package, A large number like a calendar is presented to consumers, and consumers can see the freshness of the latest production date in their hands. In addition to the date, we will also make the fresh word of rice as a visual hammer symbol, and consumers want to choose fresh rice

Highlights

First, create rice fresh brand visual hammer, so that consumers know it is fresh rice when they see it, choose the difference of rice fresh reasons, and accumulate brand equity in the later dissemination process, second, the production date will be enlarged, put on the front rather than hidden, consumers will know at a glance is the latest fresh date, third, unique color and "Mr. Rice" superman image, Four, create fresh rice packaging form, traditional rice is a large bag of rice packaging, rice fresh rice is a package composed of 300g small packaging, small packaging independent lock fresh, each time to eat a small bag fresher, each ton can eat fresh rice

Market Performance

The whole case design helps Golden Arowana rice fresh redefine fresh rice, Golden Arowana rice abandon the tradition, restructure the rice industry, implement the fresh rice revolution, supplies thinking occupy the fresh rice category track, rice fresh rice online quickly broke the circle in 2022, the month completed millions of sales, for the offline season fresh rice to open the national fresh rice road.

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

PET塑料 PET material

Craft

Once the rice is husked, it oxidizes like a peeled apple. From shelled processing to packaging, we take care every minute to ensure that the rice is fresh. Fresh rice grinding fresh rice, small packaging choose aluminum foil vacuum packaging lock fresh, effectively isolate oxygen infiltration, fully maintain the appearance of fresh rice, good to maintain fresh rice taste and natural nutrition.

Does the design solve the problems that are common across the product category? If so, please explain.

The core problem of the rice industry is that everyone is eating old rice, rice fresh in the product proposed a differentiated plan of fresh rice, in the design of rice fresh packaging by amplifying the fresh date to shorten the time for consumers to find fresh rice, while creating a unique visual hammer symbol fresh, on the one hand to release fresh signals, on the one hand to accumulate brand equity, At the same time, the small package independent aluminum foil nitrogen lock fresh program and the industry large bag of rice have formed a completely differentiated way, giving consumers a more convenient and fresh choice, and rice fresh fresh rice is a three-dimensional way to create a symbol, packaging, and sensory system in line with strategic positioning

What functional designs of the work have enhanced the user experience?

We in daily life, buy a large bag of rice can not be eaten in a short time, and most people's rice is exposed to the air, there will be bacteria in the air and other effects of rice spoilage, rice fresh fresh rice created a "small bag of fresh rice" through 300g, 500g quantitative packaging, only take a small bag each time, the other rice or nitrogen lock fresh, And small bags of rice can be stored in the refrigerator.

Did the design help increase the sales performance of the product? If so, please give related evidence.

Rice fresh packaging system, symbol system, is the first systematic and standardized establishment of fresh rice brand leader in the rice industry, in the e-commerce platform, offline channels, fresh rice is the unambiguous "flow engine", rice fresh has become a fresh rice category leader

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

The launch of fresh fresh rice is the commanding height of the occupation of the industry, the positioning of fresh rice is high-end rice, fresh rice is the high-end of high-end rice, at the same time we have developed a new line of "fresh rice in season", from a commercial point of view, the height of fresh rice is established, the achievement of the line of fresh rice in season.