枸杞原浆系列包装
 

DE­SIGNER: LEE­TAO

YEAR: 2020

枸杞里香秉持着“轻养生”的理念，致力于为年轻一代消费者

提供便捷、健康、天然、营养的新养生方式。

调研过程中，我们捕捉了一些关于宁夏原生态的素材。
其中得到了一个有趣的发现：
当枸杞成熟的过程中，本地的鸟类总爱在其中挑选大或者红的透亮的枸杞吃，
这充分说明鸟类是一个自然生态下甄选优质好果的高手。

以鸟挑选大果传达、自然、生态、原生的理念，
通过“数字化”卖点 + 不同鸟类挑选大果的组合设计方式，
延伸整个系列包装。
包装在视觉上有所区别的同时又具备了整体统一的品牌感受，
也因此极大提升了消费者的复购效率。

“0”添加，红枸杞原浆不添加：色素、防腐剂、糖、香精。
“1”步到位，黑枸杞从原产地一步直达消费者。
“2”重组合，红石榴和枸杞混合搭配双重营养。
“3”倍维C，沙棘的维C含量是普通水果的多倍，猕猴桃的3倍。

QiliXiang adheres to the concept of "light health," dedicated to providing a new and convenient, healthy, natural, and nutritious lifestyle for the younger generation. During our research, we captured some materials related to the original ecology of Ningxia. An interesting discovery emerged: during the ripening process of goji berries, local birds always choose the large or red and transparent ones, indicating that birds are experts in selecting high-quality fruits in a natural ecological environment. The selection of large fruits by birds conveys the concepts of nature, ecology, and reconstruction.

Through the "digitization" selling point and a combination of different birds selecting large fruits, we extended the entire series packaging. While visually highlighting differences, it maintains an overall unified brand experience, significantly enhancing consumer repurchase efficiency. "0" additives, red goji berry pulp is free from colorants, preservatives, sugar, and artificial flavors. "1" step nearly, black goji berries are delivered directly from the place of origin to consumers, ensuring freshness and high quality. "2" recombination introduces an innovative mix of red pomegranate and goji berries, providing a double dose of nutrition. "3" times the vitamin C, with seabuckthorn containing multiples of ordinary fruits and three times more than kiwi.

This series of design and concepts not only highlight the uniqueness of the product but also align with the modern young consumer's pursuit of health and naturalness.