Meiyitian Smart Packaging by Chong Peng

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DESIGN DETAILS
DESIGN NAME:
Meiyitian

PRIMARY FUNCTION:
Smart Packaging

INSPIRATION:
The core idea behind packaging design is to interact with consumers through new AI technologies. When consumers scan the packaging image, they can enter the virtual world created by the brand and started games or other activities,then strengthen the emotional link between the brand and consumers.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
By extracting the characteristics of the brand spokesperson, it designs the new 2D and 3D dolls, build up the brand IP. We have developed online interactive games and doll customization system.

OPERATION / FLOW / INTERACTION:
Consumers enter the virtual brand world by scanning the characters on the package through APP

PROJECT DURATION AND LOCATION:
The project started in August 2021 in China

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Mobile Internet AI technology

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width65mmxDepth65mmxHeight220mm

TAGS:
Virtual brand world,Smart and connected,Brand IP design

RESEARCH ABSTRACT:
With the rising of the "meta-universe" concept, the youth of "Generation Z" in China has spent more and more time exploring the virtual world,so some of the rules applied in brand packaging design for brands fail to keep up with the exploration spirits of the"Generation Z". Moreover, it is increasingly hard to resonate with them.

CHALLENGE:
In the new trend of "meta-universe", "MEIYITIAN"; have developed online interactive games and doll customization system. With the new AI technology,consumers can enter the virtual brand world. Moreover,they can also play interactive games to get rewards or DIY ideas, eventually,these experiences will form data to bring more positive feedback for consumers and maintain the intimate relationship between the brand and consumers.

ADDED DATE:
2022-03-15 13:45:07

TEAM MEMBERS (5) :
Project director:Susie Liu, Creative director:Chong Peng, Design: Pesign Team, and

IMAGE CREDITS:
Chong Peng, 2021.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Yili Group

PROFILE:
Yili Group is ranked among the world’s most successful dairy companies and has been consecutively ranked No.1 in the Asian dairy industry in the past several years. It is the largest dairy company in China, offering the most comprehensive range of products. Yili is the only dairy enterprise in China that has met the standards for serving the Olympic Games and provided services to the 2008 Beijing Olympics Games. It is also the only dairy enterprise to have met the World Expo's standard and was the exclusive supplier of dairy products for the 2010 Shanghai World Expo.

NOMINATION DETAILS

Meiyitian Smart Packaging by Chong Peng is a Nominee in Packaging Design Category.

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AWARD DETAILS

Meiyitian Smart Packaging by Chong Peng is Winner in Packaging Design Category, 2021 - 2022.



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