Type of applicant company

品牌方

Country

中国

Company Website

http://www.doujiang.com/

Images

Brand of the Product

Joyong soybean

Designer Name

Chuang Yuan

Position of Designer

Designer

Target Consumer

Pure soybean milk powder covers all age groups, including several key scenes such as refined breakfast, fitness and nutrition.

Distribution Channels

电商 E-commerce

Positioning

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

Background: The classic packaging of Jiuyang soy milk powder relies on trendy IP packaging and unquestionable product strength, and is favored and loved by consumers, occupying the top position in the soy milk powder category across various channels for a long time. On the occasion of the arrival of the Year of the Dragon in China, we hope to use a unique packaging to give consumers a unique and innovative idea. With the prosperity of the Year of the Dragon, we are developing a limited packaging for the Year of the Dragon.

Design concept: The packaging of the Dragon Year pure soy milk powder is combined with a flat and cute image of the dragon head, allowing consumers to take the dragon head home and bring good luck home. The IP image is presented in three-dimensional form, making the packaging visually more layered. The combination of the New Year pose IP and New Year elements takes into account both decoration and fun, satisfying people's sense of ritual and experience in life. Awakening consumer curiosity and expectations for soy milk products, and arousing the attention and love of young consumer groups for the brand.

Highlights

1. The packaging adopts a faucet as the top structure of the packaging, and combines irregular craftsmanship to highlight the characteristics of the faucet, better expressing the cute and festive image of the faucet. Creating better usage scenarios, creating circles, and creating topics will have better meanings and associations: carrying a dragon head to pay New Year's greetings, bringing auspicious dragon gods home, and so on. The overall packaging is festive and takes into account product attributes, forming a strong sense of series and fashionable, good-looking and fun popular products.

Market Performance

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

PET塑料 PET material

Craft

Craftsmanship: The packaging adopts an irregular bag shape to better showcase the characteristics of the faucet, adding fun to the product and making it "lively". In terms of details, elements such as dragon hair and fireworks are paired with gold ink to add new year attributes and a flat texture to the product.

Problem solving: Solve the homogenization of New Year's packaging and the single packaging form of soybean milk category. Open the product differentiation through the innovative vision and use scenarios of packaging profiled structure and use experience - "Celebrate the New Year with the dragon head", so that the product can be better out of the circle, and it is deeply rooted in the contemporary consumers' psychology of pursuing new forms.