Hengshoutang's packaging strategy

First, background

By the middle of 1998, Hengshou Hall has undergone one or two years of pre-operation, and the types of main products have basically formed. There are three major products: gold milk calcium, shark liver oil and tuna oil. Sales volume is increasing. Each product has its own thematic television advertising to open the way, high-density playback, print media close cooperation, investing huge amounts of advertising costs full support. In Shanghai, Jiangsu and Zhejiang provinces were listed on the general market, with pharmacies as the focus of shipments, followed by shopping malls.

Second, find the problem:

Due to the powerful promotion of advertising, the brand awareness of Hengshoutang has rapidly increased, and the corporate philosophy with traditional culture has gradually been accepted by a wide audience. The distribution of pharmacies and shopping malls can no longer meet the development needs of enterprises. Products entering supermarkets and supermarket chains are imperative. In this process of transformation, the problems with product packaging gradually emerged.

First of all, the boxed specifications are not suitable for supermarkets and hypermarket shelves. Due to its small size, it is easy to be stolen on display shelves, it is difficult to produce samples, the single row area is small, there is no visual impact effect, the stacking is unstable, and it is easy to collapse. It becomes a very difficult problem.

Secondly, bottled products are packaged as clear, colorless bottles. Although they can display crystal clear and translucent capsules, they are easily oxidized by light and have a certain influence on product preservation.

Again, the appearance of each product package is too different, there is no sense of a unified brand, and it has great difficulty for unified promotion, product promotion, product sample preparation and stacking. The lack of a unified visual specification for new products that will be introduced in the future, and the packaging design style is obviously outdated, can no longer be coordinated with the Hengshoutang brand image. The packaging of the product has already reached the point where it has to be replaced.

Third, the solution:

After the planning department and the marketing department communicated with each other, they decided to fully reposition the product packaging design. How to make each product have its own individual image and unity is the first problem that must be solved.

Although Hengshoutang has a very traditional name, and its corporate philosophy is also Confucianism, which is very Chinese culture, the products it produces are new and modern health products. In the performance of corporate image, we must highlight this feature and reflect the "neoclassic" style.

Only three products have been launched: gold milk calcium, shark liver oil and tuna oil. Although there are various problems in the packaging, the investigation found that: Each product has a certain degree of awareness on the packaging of the screen: gold milk is inverted milk scene, shark liver oil is a fierce shark, tuna oil is Brightly tuna. In addition to this, the impression is not deep, so this has also become the basis for considering how to design the packaging.

After repeated scrutiny, the first draft came out: Taking the ellipse as the basic form, the "product LOGO" was designed for three products in combination with different representative pictures. In other words, a dedicated graphic logo is designed for each product and becomes a symbol of it.

Gold Milk Calcium is paired with English under a prominent Chinese name font and is set off by a fan-shaped graphic with a modern touch. There is a beautiful picture in a large body oval: a pristine milk dump, splashing starter's milk, and the background is lined with prairie cows, a group of natural delicious. All body cash milk calcium "milk milk source, natural choice" product spirit.

Shark liver oil is also under the fan-shaped background, with Chinese and English names, the main oval is a deep sea, leaping from a fierce shark, framed into a powerful picture, fully demonstrated "to increase immunity "Product features.

Tuna is also regulated in this style. The picture is a group of energetic fish. It brings out a big tuna and lives vividly. The product features of “smart and dynamic” are well represented.
In this unified design specification, all kinds of products that will be listed in the future will follow this style, so that the image of the product will be more irrational and systematically managed from a visual point of view.

The size of the package determines the quality of the product. What kind of specifications can be used in a variety of end locations? After an in-depth market investigation, it has been found that the requirements for product packaging specifications in shopping malls, supermarkets, and hypermarkets are basically the same, and should be appropriately larger; pharmacy and other requirements for specifications should be smaller. After grasping this point, the exterior dimensions of the packaging are categorized into two types: one is for shopping malls, supermarkets, and hypermarkets, which is called ordinary equipment. The other type is called pharmacy equipment for pharmacies. The style is the same, but it is the difference in size. This solves the different requirements of different terminals.

The packaging of bottled products is a breakthrough design that discards the original colorless transparent plastic bottle, and has designed a new type of “bottle-in-a-bottle” packaging for bad characteristics such as moisture-sensitive, light-proof, and easy-to-oxidize. . The double-layer bottle wall effectively solves the problem of the preservation of the pellets, and plays an active role in extending the effective period of the product. At the same time, the display area of ​​the bottle body is also increased, which solves the problem for the bottled product. Although this bottled design created a major market controversy, it was once a packaging change for bottled products.

The positioning and design basis for conventional packaging of products has been established, and a new product image has been introduced. It really is a brand new look. The taste has been significantly improved, and the sample display has had a very good effect. Among the packaging oceans where health products are mixed, they rank among the front ranks.

The completion of conventional packaging is only half the work, followed by holiday gift box packaging for the holiday market. The festival market is the bulk of the sales of health products, so the design of the festival is very important.

The design idea is based on red color, because red is a festive color that is recognized by the Chinese people and is supported by colorful clouds as the main picture, reflecting the good wishes of "good luck and longevity," in line with the psychological features of the people. Using Halo's performance techniques to achieve a richer level of effect on the screen, the "Hang Shou Tang" brand logo is located in the visual center of the screen, strongly highlighting the brand identity image.

Through brainstorming, the gift box was named "Family Blessing" and four products were collected to promote the sales of new product lecithin with gold milk calcium, shark liver oil and tuna oil. Not only catered to the auspiciousness of the Chinese people, it added a beautiful landscape to the festival market, and the company won a considerable sales revenue.

In this way, the conventional packaging for the daily market and the gift box positioning design for the holiday market have all been completed, and the new packaging has already been fully listed.

Reproduced from: Shanghai Connaught