Type of applicant company

品牌方

Country

中国

Company Website

www.yili.com

Images

Brand of the Product

AMBROSIAL

Designer Name

Bamboo Design Company

Position of Designer

None

Target Consumer

Football-themed limited edition packaging is targeted at consumers who pursue fashion trends, mainly young people aged 20-40. They are a consumer group who enjoy trying out new flavors and tastes, pursuing high-end products and lifestyles, and being fashionistas that like trends, brands, and fashion.

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

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

During the World Cup, the color of each team‘s jersey represents the team spirit and national image. AMBROSIAL launched a limited series 2022 football-themed packaging with the slogan “Be Proud of your own Strength”. Integrating the team jersey color with the brand color is key to the design concept. Like the nutritious and delectable brand experience that AMBROSIAL provides, the Rainbow Series is created with large color blocks and cutouts, allowing the elements of “fruit” and “bubbles” to combine flawlessly with yogurt. This limited series packaging makes the football stars the focus of the design, and the background is packed with bold text giving the impression that every football star tells a tale of everlasting legends and a strong performance full of proud achievements.
The visual attractiveness of the packaging for the AMBROSIAL 2022 Football Limited Series translates the brand's proud spirit and makes AMBROSIAL and the legion of football fans around the world justifiably proud of their team's achievements.

Highlights

AMBROSIAL football-themed limited edition packaging uses the team matrix collaboration approach with the main color scheme of five signed football teams as the product’s new outfit in order to maintain a central position in marketing. The astute fusion of World Cup features with limited edition packaging draws in numerous football fans and more accurately forecasts the winning team. In addition to bringing the World Cup to strong and exciting atmosphere, it fully presents the product’s distinctive selling qualities. AMBROSIAL decides to enjoy the genuine happiness that football, with its Spanish fervor, German discipline, Argentine domination, and Portuguese sense of adventure, offers to its players. AMBROSIAL gives the audience a second chance to understand the true essence of sports rivalry by showcasing the distinctive on-field styles of the football teams through football-themed limited edition packaging.

Market Performance

Since its launch, the product has driven the sales of the brand's entire product line. The monthly sales volume was nearly 30 million units, driving sales of 4.4 billion yuan in the fourth quarter of 2022.

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

PET塑料 PET material; 纸质 Paper

Craft

PET bottle: shrink film + spot color printing + matte; Outer box: four colors + spot color + matte film + blue golden-plating + local screen printing varnish

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

AMBROSIAL limited edition packaging is deftly combined with World Cup elements, and the product is refreshed with the main color scheme of five signed football teams, drawing the attention of numerous fans and creating a strong atmosphere for the game. These actions are taken to differentiate AMBROSIAL’s product in the industry and highly associate the passionate personality of AMBROSIAL yogurt with exciting sports events, creating a more unique and distinct brand feature. This limited edition packaging is like a distinct "visual hammer", firmly nailing hot words such as AMBROSIAL, World Cup, and football team to the minds of users. It is more conducive to amplifying the exclusive selling points of products during the World Cup, creating a symbolic effect of distinguishing competitors in the World Cup marketing field, and also establishing a unique brand image for AMBROSIAL.

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

None

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

The product drove a total sales revenue of 4.4 billion yuan in 2022.

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

None