西湖牌 小狀元鮮牛奶
BRAND：西湖牌
PROJECT MANAGER： Kevin
DESIGNER：S、珈百
3D EFFECT：Mega
YEAR：2023.11
The parent company headquarters of Xihu Brand is located in Hangzhou, Zhejiang Province. It originated from the Han Yongji Cattle Farm outside Wangjiangmen in 1897 and was awarded the title of "Zhejiang Traditional Time-honored Brand". Through decades of operation and development as well as mergers and acquisitions, the company has now become a comprehensive dairy group integrating "grass, livestock and dairy" and covering "production, supply and sales".
This project is designed to adapt to the sales channels and target the children and teenagers' consumer market, with the parent generation as the consumer group. It highlights the category name "Xiaozhuangyuan Fresh Milk", uses the cute cartoon character ip as the main visual element, has a convenient box shape and high-quality packaging materials, and quickly catches the parents' attention on the shelves to complete the sales.
西湖牌母公司總部位于浙江省杭州市，源自1897年望江門外韓永記牛場，被授予“浙江傳統(tǒng)老字號”，通過數(shù)十載的經(jīng)營發(fā)展與兼并整合，公司現(xiàn)已成為“草、畜、乳”一體化、“產(chǎn)、供、銷”一條龍的綜合性乳業(yè)集團。
本次項目為適應(yīng)銷售渠道，針對于兒童青少年消費市場，父母家長一代為消費群體，突出品類名“小狀元鮮牛奶”，以可愛的卡通人物ip作為主視覺，盒型方便包材有質(zhì)感，貨架上快速吸引家長的目光完成銷售。
