在伊利透明蛋白水的包装设计项目中，我们跳出了功能饮品设计的惯常框架，核心逻辑是「为特定人群定制」。为此，设计调整围绕三个维度展开：

▫️ 人群选择

传统高蛋白饮品多绑定「力量感、男性受众」的认知，但这类定位与新消费场景下饮料品类的轻属性匹配度有限，且对应群体对新品类尝试意愿偏低。本次我们将核心受众锚定在年轻健身女性，兼顾品类适配性与人群尝鲜意愿。

▫️ 卖点处理

产品具备蛋白透明化的技术特点，但显性科技感表达容易陷入晦涩，难以触发情感连接，因此我们没有将技术符号作为视觉核心。

▫️ 视觉策略

放弃强冲击的中心式构图、张扬的器型与字体设计，转而参考目标人群熟悉的运动生活方式品牌视觉语言，以平铺的图文排版、低饱和的色调、柔化瓶型降低视觉压迫感，同时将口味、适用场景等信息融入局部版式，不破坏整体干净感。

项目说明：本次设计的落地，离不开客户对创新方向的认可与支持。我们也始终认为，单款产品的市场表现由产品力、定价、渠道、传播等多环节共同作用，设计仅为其中一环。但希望这次非典型的尝试，能为功能饮品的设计思路提供一些新的参考。

For the packaging design project of Yili’s Transparent Protein Water, we broke away from the conventional framework of functional beverage design, with the core concept being “tailored for specific demographics.” To this end, the design adjustments focused on three dimensions:

▫️ Target Audience

Traditional high-protein beverages are often associated with “strength” and a “male audience,” but this positioning aligns poorly with the “light” attributes of beverage categories in new consumption scenarios, and the corresponding demographic shows low willingness to try new product categories. For this project, we anchored our core audience in young women who work out, balancing category suitability with their willingness to try new products.

▫️ Value Proposition

While the product features the technical innovation of “transparent protein,” overtly emphasizing this technological aspect risks coming across as obscure and failing to evoke an emotional connection. Therefore, we did not make technical symbols the visual focal point.

▫️ Visual Strategy

We avoided high-impact, centered compositions, flashy bottle shapes, and bold typography. Instead, we drew inspiration from the visual language of fitness and lifestyle brands familiar to our target audience. We used a flat layout of text and images, low-saturation color tones, and a softened bottle shape to reduce visual intensity. At the same time, we integrated information such as flavors and recommended usage scenarios into specific layout elements without compromising the overall clean aesthetic.

Project Note: The successful implementation of this design would not have been possible without the client’s endorsement and support for our innovative direction. We have always believed that a single product’s market performance is the result of multiple factors—including product quality, pricing, distribution channels, and marketing—with design being just one component. However, we hope this unconventional approach will offer new insights for the design of functional beverages.