蒙牛集团旗下的一款牛奶新品“嗨!Milk”,特点是开放化牧场,高乳蛋白,可全年直邮到家,甚至是认领奶牛!同时与中国著名歌手组合羽泉联合推出,所以嗨!Milk集合了创新模式、高品质和音乐元素于一身,力争打造一个全新的饮奶体验。在设计之初,我们认为嗨milk的外观必须要区别于传统牛奶,使它能够快速得到关注,并让整个购买,饮用和收藏体验成为一场消费者与嗨!Milk之间的对话!

众所周知,中国市面上大多常温牛奶产品都会选择与利乐集团合作,但这就大大限制了包装的个性与差异化,我个性化正是我们需要的,我们要让嗨!Milk包装看起来区别于市面上所有常温牛奶,于是我们在利乐众多产品形式中选择了带有盖子的330ml利乐钻,并找到了利乐钻自身八面体结构与奶牛面颊结构的完美吻合之处,同时利乐钻两侧的折角也变成了小牛的耳朵。

你也许看到过很多以动物头和人脸创作的包装,但我们的这头小奶牛最大限度的发挥了包装结构的特征,并让嗨!Milk在和市面上多数产品相同利乐包装形式的基础上变得完全不同,同时我们也将奶牛斑纹与音乐元素结合,制作不同表情系列。

后续我们持续跟进嗨milk的全环节品牌体验,包括推广系用,电商系统、部分交互设计以及后续IP跨界合作款的系列包装

Mengniu Group's new milk "Hi! Milk ", is characterized by open pastures, high Milk protein, can be direct mail home all year round, or even claim the cow! It's also co-produced with famous Chinese singer group Yu Quan, so hey! Milk combines innovative models, high quality and musical elements to create a new Milk drinking experience. At the beginning of the design, we thought that the appearance of Hi Milk must be different from traditional milk, so that it can quickly get attention and make the whole experience of buying, drinking and collecting become a competition between consumers and Hi! A conversation between Milk!

As we all know, most normal temperature milk products on the market in China will choose to cooperate with Tetra Pak Group, but this greatly limits the personality and differentiation of packaging. Personalization is what we need, we want to let Hi! Milk packaging seems to be different from all normal temperature Milk on the market, so we chose the 330ml Tetra Pak drill with lid among many Tetra Pak product forms, and found the perfect match between the octahedral structure of the Tetra Pak drill and the cheek structure of the cow. At the same time, the folded horns on both sides of the Tetra Pak drill also become the ears of the calf.

You may have seen a lot of animal heads and human faces created in packaging, but our little cow maximized the characteristics of the packaging structure and made the high! Milk is completely different on the basis of the same packaging form of Tetra Pak as most products on the market. At the same time, we also combine cow markings with music elements to produce different expression series.

Later, we continued to follow up the brand experience of the whole link of Hi Milk, including the promotion system, e-commerce system, part of the interaction design and the series packaging of the IP crossover cooperation model