Type of applicant company

营销代理公司

Country

中国

Company Website

无

Images

Brand of the Product

Yili

Designer Name

Meisha.Chang Liyao.Kang Yoki.Li Yiran.Hou Lilith.Wang Jackie.Bai Chao.Wu Changde.Lin

Position of Designer

AD-Meisha.Chang ACD-Liyao.Kang SAE-Yoki.Li BD-Yiran.Hou CCO-Lilith.Wang CEO-Jackie.Bai Yili-digital marketing manager- Changde.Lin Yili-The head of digital marketing communication-Chao.Wu

Target Consumer

People who care about environmental protection and are willing to pay for environmentally friendly design with a little effort.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall

Positioning

大货消费品 Mass Production

Design Story

As a national milk brand and the official partner of the Asian Games, Yili supports the "Green Asian Games" through environmentally friendly packaging innovation, achieving 11.12g less carbon emissions per inner packaging than classic packaging.
Rather than simply demonstrating our carbon reduction initiatives at the corporate level, we are more focused on how to transform the real carbon reduction results on the packaging into ideas that consumers prefer, understand and want to buy, so as to truly promote environmental protection and boost sales.
We found that many people do not understand what "carbon footprint" is, so in terms of creativity, we transformed "carbon footprint" into "animal footprint" and reflected it on the packaging, allowing consumers to intuitively perceive the carbon reduction of each box Packaging protects the habitats of animals and leaves more animal footprints on the earth.
The packaging breaks away from conventional and complicated designs and uses a large amount of white space to reflect the concept of environmental protection. The combination of embossing and positive and negative graphics highlights the animal footprints and the animal images in them, which is interesting and eye-catching.

Highlights

1. Through design, every purchase is turned into a small act of kindness - on the packaging, the subtracted carbon footprint is converted into cute animal footprints, allowing consumers to intuitively feel that each box of carbon-reducing packaging is Protect the animals’ homes and leave their footprints.
2. This is not only a set of carbon-reducing packaging in response to the Green Asian Games, but also an amplifier for brand communication. Based on packaging creativity, we teamed up with Tmall and Amap to launch the "Green Asian Games, Traceable Citywalk" online and offline linkage to travel together with low carbon and support the green Asian Games.

Market Performance

Overall sales increased by 105% month-on-month
Tmall pure milk best-selling list NO.1

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

纸质 Paper

Craft

A large number of subtractions are made based on Yili's traditional boxed pure milk packaging process. The plastic handle is removed from the outer packaging, and the aluminum foil that is difficult to degrade is removed from the inner packaging. The overall use of ink is reduced, leaving only a small amount of green that symbolizes nature. This process has been widely used.

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

Overall sales increased by 105% month-on-month
Won the No.1 spot on Tmall pure milk best-selling list
During the Asian Games, communication activities based on new packaging brought more than 90 million exposures to the brand.

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

The outer box removes the plastic handle, and the inner package uses paper-based composite packaging to remove difficult-to-degrade aluminum foil, reduce the use of ink, and greatly reduce carbon emissions in the production process. Compared with existing packaging materials, it is more environmentally friendly.