Type of applicant company
品牌方
Country
中国
Company Website
https://www.yili.com/en/product/1831
Images
Brand of the Product
Yili Group-lce Cream Division-Parent Brand
Designer Name
Orange Group - Sun Tao Team
Position of Designer
无
Target Consumer
The target audience consists primarily of practical working-class individuals and young people from small towns, with a broader reach to the adventurous new generation. Practical working-class: They stay grounded in reality, enjoy playing games, shopping, taking care of their children, and appreciating the simple joys of life, content in their own way. Small town youth: They can be homebodies or adventurers, enjoying food and leisure, keeping up with trends, watching dramas and playing games, and exploring food and music. Adventurous new generation: They are eager to try new things and reject being labeled. They indulge in all aspects of life, becoming connoisseurs of enjoyment. They strive to be the best version of themselves, seeking maximum freedom.
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS
Positioning
大货消费品 Mass Production
Design Story
We start with the product form of Wafer Ice Cream and gain insights into current social trends in order to find the most relevant design concept associated with the product. Many young consumers nowadays identify themselves as "brick movers" and consider brick-moving as their new daily work routine. "Praying for good luck" has also become a new way for them to relieve stress in their daily work lives. Based on this, we have determined the product positioning and packaging design concept - an irresistible "brick" for brick movers, leading us to create a series of packaging designs.
We have incorporated the concept of the Chinese folk deity "Little God of Wealth" into the packaging design. Each vivid pose of the God of Wealth represents a blessing for young people. The Salary Increase Brick signifies career income growth; the Good Luck Brick symbolizes a fortunate and smooth life; and the Fortune Brick represents the vision of becoming increasingly wealthy. These designs express young people's pursuit and longing for a better life.
Highlights
1.Creative Approach: Cleverly combining the brick-like product form with the self-deprecating mindset of young people working hard, the creative idea is unique and interesting, capable of capturing consumers' attention.
2.Incorporating the God of Wealth Image: Stimulating consumers' desire for luck and wealth, while also sparking interest in traditional culture among young people to some extent.
3.Series Packaging Design: The different meanings conveyed by the three packaging options allow consumers to choose according to their preferences and needs.
4.Evoking Resonance: Despite their self-deprecating humor, young people never give up on their pursuit of wealth and luck. The packaging perfectly taps into consumers' psychological needs, providing them with emotional resonance.
Market Performance
Less than two months on the market.
Material(For concept works, please choose the material you plan to use)
纸质 Paper; 其他 BOPP/纸/CPP
Craft
This artwork employs the gravure printing process, utilizing a recessed plate to fill ink into the grooves, followed by transferring the ink onto the printing medium through pressure. This technique is suitable for a variety of flat materials, including paper and plastic film. Gravure printing yields vibrant colors, rich layers, precise details, and high-quality print results in packaging designs. It has been extensively used in the packaging industry, especially for luxury product packaging, enabling the creation of dazzling visual effects.
What functional designs of the work have enhanced the user experience?
1.This product adopts completely recyclable and environmentally friendly paper as the packaging film, with the paper placed in the middle layer to enhance its stiffness and improve the overall texture noticeably.
2.The combination of paper and plastic material in this packaging allows for easier tearing vertically, surpassing the performance of regular plastic-plastic materials.
3.Unlike common packaging used for wafer ice cream products that include plastic trays, this product eliminates the need for consumers to remove and discard the tray after opening the package. Instead, consumers can directly wrap the cake with a paper bag and enjoy the product.
Did the design help increase the sales performance of the product? If so, please give related evidence.
Less than two months on the market.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
1.The packaging film for this product is composed of a composite material consisting of polypropylene (BOPP), paper, and polypropylene (CPP). Compared to commonly used pure polyolefin-based materials, this material is more easily recyclable and generates fewer by-products during the recycling process.
2.This packaging film also eliminates the commonly used plastic trays in similar product packaging, reducing the negative environmental impact.
3.In terms of business significance, this packaging film offers the advantage of attracting consumers. With an increasing number of people focusing on sustainability and environmental concerns, they are more inclined to purchase products that use eco-friendly packaging materials.