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