認(rèn)養(yǎng)一頭牛A2奶：正確設(shè)計(jì)成就品類之王
Adopt a Cow A2β Pure Milk: Right design makes you the king of the category
近幾年，“A2乳品”成為了乳品界一股新趨勢，蒙牛、三元、新希望等乳企都紛紛入局，推出A2牛奶新品。2020年，國內(nèi)新興乳品品牌「認(rèn)養(yǎng)一頭牛」也計(jì)劃推出了A2新品「A2β-酪蛋白純牛奶」，瞄準(zhǔn)高端牛奶市場。在特侖蘇、金典等巨頭占據(jù)的國產(chǎn)高端牛奶市場中，認(rèn)養(yǎng)一頭牛成為了最新的入局者。
認(rèn)養(yǎng)一頭牛將這款產(chǎn)品的核心用戶定位于“精致媽媽及她背后的家庭”，適合作為寶寶“斷奶后的第一口純奶”，以及在寶寶的整個(gè)成長過程中持續(xù)提供營養(yǎng)。結(jié)合A2奶牛為奶牛之母的屬性及產(chǎn)品定位，A2β-酪蛋白純牛奶包裝總體走古典路線，包裝整體采用貴族藍(lán)，在正面歐洲經(jīng)典橢圓造型中，植入了一個(gè)富有愛心的“奶?；屎蟆毙蜗?，貫穿包裝的黃色綬帶組合品牌耳標(biāo)成為產(chǎn)品的視覺識(shí)別亮點(diǎn)，側(cè)面，將品牌專業(yè)選牛、養(yǎng)牛的知識(shí)形成科普畫面；頂面，A2奶的主要營養(yǎng)成分A2β-酪蛋白設(shè)計(jì)在頂面，讓顧客時(shí)時(shí)刻刻理解這一罐奶的與眾不同；背面，放大臻選A2奶牛信息，強(qiáng)化A2之源，讓消費(fèi)者安心選擇。每一面，都是經(jīng)過縝密的思考，進(jìn)行了完整設(shè)計(jì)，完整詮釋A2奶產(chǎn)品價(jià)值。賢草還為該產(chǎn)品設(shè)計(jì)了主KV、線下推廣物料、詳情頁等，助力認(rèn)養(yǎng)一頭牛打造戰(zhàn)略大單品。
認(rèn)養(yǎng)一頭牛A2β-酪蛋白純牛奶首月銷售及突破20萬箱，是同類競品40倍以上；截止2023年，認(rèn)養(yǎng)一頭牛A2β-酪蛋白純牛奶已累計(jì)銷售超過4億罐，認(rèn)養(yǎng)一頭牛已經(jīng)成為A2β-酪蛋白純牛奶品類中國銷量第一的品牌。
Adopt a Cow positions the core users of this product as "exquisite mothers and their families", which is suitable as the baby's "first pure milk after weaning" and provides continuous nutrition throughout the baby's growth process.
Combined with the attribute of A2 cows as the mother of cows and the product positioning, the A2β-casein pure milk packaging generally takes a classical route. The overall packaging adopts noble blue. In the front European classic oval shape, a loving "cow queen" image is implanted. The yellow ribbon combination brand ear tag that runs through the packaging becomes the visual recognition highlight of the product. On the side, the brand's professional knowledge of selecting and raising cows is formed into a popular science picture; on the top, A2β-casein, the main nutrient of A2 milk, is designed on the top, so that customers can understand the difference of this can of milk at all times; on the back, the information of carefully selected A2 cows is magnified to strengthen the source of A2 and let consumers choose with peace of mind. Each side is carefully thought out and fully designed to fully interpret the value of A2 milk products. Xiancao also designed the main KV, offline promotion materials, details page, etc. for the product, helping Adopt a Cow to create a strategic big single product.
Adopt a Cow A2β-casein pure milk sales in the first month exceeded 200,000 boxes, which is more than 40 times that of similar competitors. As of 2023, Adopt a Cow A2β-casein pure milk has accumulated sales of more than 400 million cans, and Adopt a Cow has become the No. 1 brand in China in the A2β-casein pure milk category.
客戶：認(rèn)養(yǎng)一頭牛
時(shí)間：2020
團(tuán)隊(duì)：Rock、Tina
獎(jiǎng)項(xiàng)：2021iF包裝設(shè)計(jì)獎(jiǎng)
Client：Adopt a Cow
Time：2020
Team：Rock、 Tina
Award：2021iF Packaging Design Award
