Type of applicant company
品牌方
Country
中国
Company Website
https://www.tianyoudairy.com/
Images
Brand of the Product
BAITE
Designer Name
deng cheng zhen, qu ai yue
Position of Designer
无
Target Consumer
The BaiTe high-end brand is positioned towards "middle to high-end dairy consumers" who seek a high standard of living and premium-quality products. It caters to "enthusiasts of Chinese culture with confidence, pursuing contemporary trends and the New Wave of China's culture." It resonates with "supporters of the Sichuan-Chongqing cultural heritage," those who have a strong connection and identity with the culture of the Sichuan and Chongqing region.
Distribution Channels
大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Positioning
大货消费品 Mass Production
Design Story
BaiTe, a brand that connects culture, cities, and its products, has always focused on the cultural spirit and essence that the brand carries. They explore and delve into the rich cultural heritage of China, choosing angles that resonate strongly with consumers to enrich the brand's meaning.
"From ancient poets who visited Shu, they'd store new verses in their bags," this line from poetry is just one example of the numerous references to the Sichuan-Chongqing region and milk found in classical Chinese literature. BaiTe has chosen to collaborate with the "China Poetry Competition" intellectual property (IP) to introduce the "BaiTe Poetry and Fragrance Good Milk – BaiTe China Poetry Competition co-branded sports-themed packaging." Through cultural empathy, they aim to unearth and showcase the historical, cultural, and natural beauty of the Sichuan-Chongqing region, fostering confidence in national brand consumption. This not only allows consumers to experience the poetry and fragrance of BaiTe milk but also immerse themselves in the poetic and artistic life of the Sichuan-Chongqing region. Simultaneously, it represents an innovative approach to brand communication and market expansion.
BaiTe, the disseminator of Chinese poetry and culture! The leader in promoting the poetic life of Sichuan and Chongqing!
Highlights
"The poetry of Bashu in a bottle, the poetry of milk in verse." A packaging concept that combines poetry, renowned poets, and traditional Chinese paintings, all centered around the theme of BaiTe Poetry and Fragrance Good Milk.
"Paying tribute to the great stars of Chinese poetry and verse." The packaging is adorned with elegant and timeless elements, blending traditional Chinese aesthetics with contemporary design, creating an Oriental and refined style. This adds a sense of luxury, value, readability, and intrigue to the product.
The packaging design serves the business objectives by connecting the China Poetry Competition IP with the core values of BaiTe milk. It aims to evoke emotional associations in consumers, so that with each sip of BaiTe milk, they experience the essence of Chinese poetry and the beauty of the Bashu region, forming a strong emotional connection that embodies "a sip of BaiTe milk, a taste of Chinese poetry, and a touch of the beauty of Bashu's mountains and rivers."
Market Performance
In conjunction with the Mid-Autumn Festival and National Day, Baxter has co-branded with the high-potential IP "Chinese Poetry Conference" to inject more cultural connotations and value content into Baxter's series of products, continue to empower and enhance the high-end potential of the Baxter brand, increase brand reputation, and increase the public in Sichuan and Chongqing Acknowledge Baxter’s territorial sentiment. During the event (third quarter), by linking products and channels to empower sales transformation, Baxter achieved overall sales of 10,097 tons, revenue of 130 million yuan, gross profit of 45.8 million yuan, and sales volume increased by 19% year-on-year.
Material（For concept works, please choose the material you plan to use）
纸质 Paper
Craft
The Dreamy Lid, designed for easy and comfortable consumption and portability, utilizes multi-layered composite packaging materials by Tetra Pak, which are suitable for ambient temperature storage. It cleverly combines visual design with a reference to the cow's head and illustrations of green plants as a structural division line. By incorporating a user-friendly tear strip, it ensures that the box's compressive strength remains unaffected while allowing the box to be reused as secondary storage. Consumers can follow the tear strip instructions on the packaging, demonstrating the product's commitment to environmental sustainability.
Does the design solve the problems that are common across the product category? If so, please explain.
There are currently many cross-branding products in the market, but they have some issues. Firstly, a significant portion of packaging designs following the Chinese cultural trend often rely on existing Chinese cultural and creative intellectual property (IP) elements, such as the Forbidden City or Dunhuang, and there are not many truly original Chinese cultural packaging designs. Secondly, there is a lack of distinctive "Bashu National Trend" style food and beverage packaging.
The themed packaging for BaiTe Poetry and Fragrance Good Milk takes inspiration from ancient poems and verses related to the cultural and scenic landscapes of Bashu. It features original Chinese landscape illustrations and the charm of Bashu, combining traditional and modern elements, creating a fashionable fusion that vividly presents the "Bashu Poetic Lifestyle." Amidst numerous competing products, it stands out as a unique offering.
What functional designs of the work have enhanced the user experience?
The use of Tetra Pak's "Dreamy Lid" packaging material not only adds convenience for consumers by providing an easy-to-open lid compared to conventional packaging but also enhances comfort during consumption. This design also promotes portability and encourages reusability, making it easier for consumers to carry and enjoy the product repeatedly.
Furthermore, Tetra Pak's eco-friendly packaging material is suitable for ambient temperature storage, ensuring that the product remains fresh without the need for refrigeration.
The environmental application of the product's outer packaging, as a secondary storage box, effectively conveys the message of environmental responsibility to consumers, encouraging them to actively participate in eco-friendly practices.
Did the design help increase the sales performance of the product? If so, please give related evidence.
During the event (third quarter), by linking products and channels to empower sales transformation, Baxter achieved overall sales of 10,097 tons, revenue of 130 million yuan, gross profit of 45.8 million yuan, and sales volume increased by 19% year-on-year.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
Business Sustainability: The themed packaging for BaiTe Poetry and Fragrance Good Milk in collaboration with the China Poetry Competition has garnered more love and anticipation from consumers for the BaiTe brand. BaiTe plans to continue innovating its product packaging in the style of Bashu culture, ensuring a continuous stream of business revenue by satisfying consumer preferences.
Environmental Sustainability: By using paper-based Tetra Pak packaging that allows for ambient temperature storage, energy is conserved. The recyclable packaging material can be repurposed to create recycled paper, flooring materials, trash cans, and other daily life and industrial products, which not only contributes to environmental sustainability but also generates positive economic benefits.