Type of applicant company

设计机构

Country

中国

Company Website

无

Images

Brand of the Product

Swisse ME

Designer Name

Design Director: Eric Zeng / Creative Consultant: Felix Xiao

Position of Designer

无

Target Consumer

Age 25-35 young consumers who care health as well fashion

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall

Positioning

大货消费品 Mass Production

Design Story

Today's young people are paying more and more attention to health supplements, meanwhile they do not want to make it too much like 'taking medicine'. Swisse ME emerged as the subline of the world's famous health brand Swisse. In response to young consumers' need of 'keeping healthy in a casual way' and show their personality, this health gummies series' package is different from traditional health supplements. Through a simple and dopamine-rich design language, it conveys a fashionable and healthy product positioning, offering every user good looking products and make themselves 'Healthy life owner'.

Highlights

· With vivid handwriting style, the 'ME' in the brand name is refined to become the core visual element; with the colored metalic printing finishing, it shows the independent personality and fashion taste of 'ME'.
· The contrast between the brand's white color and the variant color of dopamine delivers both the health performance as well the dynamic vitality.
· The text information including product name and selling points is layouted in a concise and neat form, which clearly conveys the professional sense of a health related product.
· Modern minimalist fruit and efficacy ICONs to bring out the product's positioning in a delicious and easy way.

Market Performance

1.Sales stats:
· Sales increased by 69.2% by the month of launch;
· Compared with the big promotion month (with the same resource level), the sales volume increased by 159%, helping the brand to break through 10 million in that month;

2. Market share and growth stats:
· Gummies market share (P3M) increased by 0.1%, TOP3 of the category;
· Growth rate reached 88%, largely exceeding the category growth rate of 52%;

3. New user recruiting stats:
· Online channels, recruting rate increased by 112%, montly new customers reached 500k+

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

纸质 Paper

Craft

Colored metalic finishing for the 'ME' on both the box and the inner bag.

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

China's food packaging regulations stipulate that the English word 'ME' appearing on the product must have a Chinese translation of not less than the English font size. To solve this legal problem without affecting the aesthetics of the design, the Chinese character "ME" written in the same style, was put at the bottom of the box and presented as part of the brand's Chinese name "Swisse 'ME'".