Type of applicant company

品牌方

Country

中国

Company Website

http://www.lemonghg.com/

Images

Brand of the Product

无

Designer Name

LEMON REPUBLIC

Position of Designer

无

Target Consumer

For white-collar workers aged 20-35 in first- and second-tier cities, we provide healthier sparkling juice beverage solutions that can replace daily carbonated drinks. Added NFC lemon juice and balat puree, low sugar, low calorie and micro bubbles, it is suitable for enjoying the good taste of juice and the refreshing and refreshing bubbles in multiple scenes. High-value packaging can also meet the social needs of the target group who are willing to share.

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

Since the lemon juice and lemon tea series, we have begun to explore the product form of "lemon + steam", and observed that 100% or high-concentration sparkling juice cannot compare with the natural and 0 additive advantages of NFC or FC, and the high calorie in terms of health and feeling is not as good as low-sugar or 0-sugar soda. How to make a sparkling juice that is both delicious and healthy has become one of the focuses of product research and development.
Continuing the "lemon+" product research and development concept of Lemon Republic, we will mix the niche fruit Bala with lemon in 2023, and the combination of NFC lemon juice + Bala puree will present a foggy vision of the juice rich in pulp fiber, which can be directly separated from the transparent carbonated drink, and has a healthy perception of juice.
In terms of appearance design, combined with the characteristics of the micro-bubbles of the product itself, the visual pixel wind elements of the lemon republic are popped, presenting the repetitive element design of the bubbles gradually rising, which is more dynamic on the basis of ensuring the shelf display salient.

Highlights

Lemon Barley Sparkling Juice belongs to the lemon sparkling juice series products, which have: (1) Advantages of design difference: Different from the traditional carbonated beverage PET round bottle type or glass bottle, the first slender shape of the transparent canned steam bottle, which can better present the natural state of the juice, this special packaging form combined with the large-area pop style design also attracts more visual attention on the shelf. (2) Niche flavor tasting: Choosing or trending to be in season or with traffic niche fruits (such as parrot and melon) and lemon pairing is easier to stimulate users' early adopter psychology. (3) Low sugar and low calorie: On the basis of adding NFC juice and fruit puree, the specially researched sugar substitute formula is selected to balance the taste with the demand for low sugar and low calories.

Market Performance

In April 2023, Lemon Barlet sparkling juice was first launched on the shelves of convenience stores, and nearly 2 million bottles were sold in three months after it was launched; The highest sales volume of 800,000+ bottles in a single month, as of December 2023, nearly 5.2 million bottles have been sold in all channels, and the single product has been on the Freshippo sparkling juice list for many times, and the popularity of Tiktok sparkling juice has soared, and it has been ranked TOP1 for many consecutive times.

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

PET塑料 PET material

Craft

Product packaging form process: choose the rare transparent canned packaging in China, and the packaging material is a combination of aluminum cap + transparent PET, we have improved the packaging production line, and adjusted the short and fat canned bottle type to a slender and more easily grasped form.
Product content technology: Different from the "lemon-flavored sparkling drink" blended with lemon flavor, we use lemon peel oil backfilling technology to restore the original taste of lemon juice to the greatest extent, and NFC lemon juice contains pulp fibers, making it appear in a foggy juice state, and mixed with balat pulp to present a dreamy pink color.

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

The slender transparent can PET bottle type used in the work is the first of its kind for the brand, and there is an independent and exclusive production line and patents are being submitted. This type of bottle has the advantages of visual beauty and lightness, which is obviously different from the traditional carbonated beverage PET round bottle and solves the problem of inconvenient transportation of glass bottles. The transparent bottle can maximize the natural state of the juice, giving consumers a real sense of experience when they drink something.
In order to solve the problem that transparent packaging is not obvious on the shelf, a single element is selected to be repeatedly stacked in the form of a large color block, and at the same time, it is matched with highly saturated colors to obtain a prominent display on the shelf.

What functional designs of the work have enhanced the user experience?

Transparent packaging – what you see is what you get. Conventional canned sparkling juice is made of all-aluminum invisible packaging, consumers cannot intuitively feel the form or quality of drinking, and transparent packaging can allow consumers to see "what I am drinking" and have a clearer link and trust in the product. Appearance design - social attributes. At this stage, beverages not only meet the needs of consumers who are hungry or thirsty, but also good-looking packaging, the packaging design of Lemon Ballet is closer to the aesthetic upgrading needs of white-collar workers and the new generation in first- and second-tier cities

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

When Lemon Bara Sparkling Juice was officially launched in April, it was packaged with a transparent design, showing a large area of lightness and juice. On the basis of good appearance, convenience stores and supermarket shelves performed poorly. In May, the packaging appearance was iterated, and the elements were rearranged to present a large color block design, and the enlarged letter BLUE was chosen as the first visual point to attract strong attention on the shelves.
After the packaging iteration in May, offline sales increased by 20% month-on-month, and the average sales in the peak season of beverage sales were not lower than the sales results of the initial display advantage on the shelves.

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

The product packaging is a combination of aluminum cover + transparent PET, which can reduce the metal pollution caused by pure aluminum can packaging as much as possible, and the packaging can be disassembled and sorted for recycling when recycling.