Type of applicant company

品牌方

Country

中国

Company Website

www.yili.com

Images

Brand of the Product

Satine

Designer Name

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Position of Designer

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Target Consumer

A graceful mother who cares about the quality of life of her family, and has nutritional knowledge and health awareness. She wants to choose the best milk for her family, which can provide rich nutrition, without any additives, and is easy to digest and absorb.

Distribution Channels

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

Satine has successfully launched its organic A2β-casein milk, marking a significant milestone in the high-end dairy market. To expand its product line and meet the diverse needs of the market, Satine is planning to introduce a new A2β-casein milk product. The packaging of this new product will continue the visual identity system of Satine pure milk series, while optimizing its signature floral wreath element to enhance visual appeal. Moreover, the new product will particularly emphasize the friendly nutritional characteristics of A2β-casein, aiming to improve consumer understanding of the product's unique selling points. Through these innovations, Satine aims to consolidate its leading position in the dairy industry and further meet consumer demand for healthy and nutritious dairy products.

Highlights

A2β-casein is renowned for its friendly and non-burdensome properties, yet these characteristics are often not fully represented in market packaging designs. To establish a unique image in the market and cater to the sophisticated maternal demographic, we have created a heartwarming visual of a mother cow and her calf. The affectionate gaze shared between the mother and calf in our packaging effectively communicates the product's approachable nature. This innovative design not only distinguishes our product but also resonates strongly with our target consumers.

Market Performance

The product has good sales data, efficiently seizes market share, and becomes the core lever for attacking sinking markets.

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

纸质 Paper

Craft

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

In the same category, a common problem is the failure to fully reflect the key selling point of A2β-casein affinity without burden. To address this challenge, we created a heartwarming visual of a mother cow and her calf. By depicting the deep, affectionate gaze between the mother and calf, our packaging successfully communicates the product's approachable attributes. This design not only stands out in the market but also resonates strongly with our target audience—sophisticated mothers, effectively resolving the issue of similar packaging design not being able to intuitively convey their selling points.