Type of applicant company

品牌方

Country

中国

Company Website

https://www.yili.com/en/product/1824

Images

Brand of the Product

NOC Xujinhuan

Designer Name

Orange Group - Sun Tao Creative Team

Position of Designer

无

Target Consumer

The target audience of "NOC Xujinhuan primarily comprises middle-class individuals aged 25-39, with an additional reach to the young consumer group aged 18-24. They seek immediate gratification, pursue a sense of quality, and enjoy creating ritualistic experiences.

Distribution Channels

电商 E-commerce; 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

NOC Xujinhuan QING Fresh Milk Ice Cream is a high-end brand positioning in the field of wellness. Currently, it includes two products: Double Cheese Ice Cream and Nut Latte Ice Cream. The packaging design aims to highlight the healthy attributes of the products through color combinations and visual elements.Double Cheese Ice Cream is the first low-GI ice cream with 0 added sugar. Nut Latte Ice Cream contains 6.6g of protein per 100g. The packaging design focuses on Chinese cultural elements such as bamboo, and the national treasure, the panda, emphasizing the uniqueness of Chinese culture. The subtle background colors harmonize with the ingredients, giving a sense of tranquility and purity that aligns with the concept of relaxed and healthy living conveyed by the products themselves. Eye-catching icon designs are used to emphasize the selling points of the products, making the packaging more attractive and recognizable.

Highlights

1.Alignment with Brand Positioning: The packaging design showcases the concept of healthy lightness and a touch of high-end Chinese elegance, in line with the brand's positioning.
2.Incorporation of Chinese Cultural Elements: The packaging design cleverly integrates Chinese elements such as bamboo, representing Chinese culture, and the national treasure panda, displaying the captivating allure of Chinese culture.
3.Harmonious Color Scheme and Visual Elements: Creating a sense of lightness and pleasure through well-coordinated colors and visual elements that complement the product's message of relaxation and wellness.
4.Prominent Highlight of Selling Points: Through striking icon designs, the packaging design emphasizes the unique aspects of the product.

Market Performance

NOC Xujinhuan has developed the first domestically low GI-certified ice cream, called Double Cheese Ice Cream, which has undergone clinical evaluations. This breakthrough innovation not only meets the demand for zero sugar but also provides health benefits and additional functional advantages. NOC Xujinhuan has partnered with the prominent organization "Global Green Alliance" for product certification. As of September 2023, the low GI Double Cheese Ice Cream, being a new product launched in its first year, accounted for 18% of the brand's total business, contributing to a 24.43% year-on-year growth for the overall brand.

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

纸质 Paper; 其他 透铝膜

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.