Shiny Meadow Milk Package by Li Huang |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Shiny Meadow PRIMARY FUNCTION: Milk Package INSPIRATION: China’s fresh milk industry has entered a golden era, and the market has grown rapidly. However, roof packs are still the mainstream packaging form of mid-to-high-end fresh milk. Therefore, SHINY MEADOW has launched SHINY MEADOW Fresh Milk’s roof package to meet market demand and hope that bring consumers healthier, environmentally friendly and high-quality fresh milk. The packaging is environmentally friendly, conducive to human health and reduces environmental pollution. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The packaging design adopts gold as the main color of the brand, which reflects the high-end sense while conveying the brand concept of giving consumers health and warmth by the SHINY MEADOW mission; the golden bull head as the main element to build a compelling brand asset; The dynamic milk, which enhances the nutritional vitality and smooth taste; the selling point information reflects the professionalism of the product, which is convenient for quick identification among other brands. OPERATION / FLOW / INTERACTION: Project approval - brainstorming - design proposal - consumer research - product commercialization - marketing PROJECT DURATION AND LOCATION: Start Date: January 6, 2020 – Location：Shanghai, China / Completion Date: May 8, 2020 – Location：Shanghai, China FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The packaging is made of roof paper pack material, which is green and environmentally friendly, conducive to human health and reduces environmental pollution. The packaging finishing was simply applied glossy oil that is beautifully printed and textured, also has enhance the golden color with great result. SPECIFICATIONS / TECHNICAL PROPERTIES: Width: 70 (mm) x Depth: 70 (mm) x Height: 233 (mm) TAGS: Golden Color, Cattle, silhouette, high-end, Simple elegant RESEARCH ABSTRACT: consumer research Background：SHINY MEADOW would like to create a mid-range product line and use Rooftop Package to explore the market. Based on different direction Packaging design, study the preference of consumers and purchasing wills and do competitive anylsis. At the same time, based on different concept, study consumer perception. Quantitative research: consumer telephone interview Qualitative research: focus group interview Number of people：30 Insights: Through the research, the results show that the pure, simple and fresh style packaging design is more attractive consumers. Besides, SHINY MEADOW Fresh Milk Rooftop Package Design also need to clearly deliver product information and category linkage. The milk and dairy cattle pattern could be included in the design. White color is the first Preferred color for the consumers which stands for pure，soft, fresh and additive free. CHALLENGE: During the consumer research, many participants showed that they do like too complicated pattern and cartoon on the packaging. Design should be impactful, premium and easy to identify. Color should not be disordered, especially using green color might decrease premiumness. ADDED DATE: 2021-02-20 08:03:38 TEAM MEMBERS (3) : Designer: Li Huang, Project partner：Di Chen and IMAGE CREDITS: Li Huang, 2020 PATENTS/COPYRIGHTS: Patent Application No：202030744679.1 、 Patent holder: Huang Li 、 Year: 2020、Jurisdiction: Design patents |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Mengniu Gaoke Fresh Dairy Products Co. Ltd PROFILE: Established in 2018, SHINY MEADOW brand is positioned as a new benchmark for high-end fresh Milk products. It is committed to building its own high-end fresh milk brand for Chinese people, and providing elite consumers with higher quality choices. With its high quality and fresh, mellow taste, SHINY MEADOW won the 2018 "China Dairy Industry Excellent New Product Award". In the two years since its listing, SHINY MEADOW Fresh Milk has maintained a high growth rate of three digits in successive years, and has continuously become the representative word of "new benchmark of high-end fresh milk" in consumers' mind. |
| AWARD DETAILS | |
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Shiny Meadow Milk Package by Li Huang is Winner in Packaging Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Li Huang. · Click here to register inorder to view the profile and other works by Li Huang. |
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