Xi Hu Brand
Little Scholar Fresh Milk
Client
Xihu Brand Little Scholar Fresh Milk
Service
Packaging Design
Team
CD:Kevin
D:S、JIABAI
3D:Mega
T:2023.11
Xihu Brand Little Scholar Fresh Milk
Service
Packaging Design
Team
CD:Kevin
D:S、JIABAI
3D:Mega
T:2023.11
Through precise positioning in the children's market and systematic packaging design upgrades, West Lake Brand Little Scholar Fresh Milk has successfully established a fresh and trustworthy brand image in the highly competitive student milk market. With a century of quality heritage, West Lake Brand Milk has won the long-term trust of nearly a thousand primary and secondary schools and kindergartens, as well as over 300,000 families. In February 2024, West Lake Brand was officially awarded the title of the third batch of "China Time-Honored Brand" jointly recognized by the Ministry of Commerce and four other departments, becoming a nationally certified century-old dairy brand. The refreshed packaging uses a cute cartoon character IP as the main visual, quickly attracting parents' attention on shelves and completing sales conversion, opening up new growth space for this century-old brand in the high-growth children's dairy sector.
West Lake Brand Milk belongs to Meilijian Dairy Group, headquartered in Hangzhou, Zhejiang Province. The brand's origins can be traced back to the Han Yongji Cattle Farm outside Wangjiangmen, founded in 1897. In 1956, it was reorganized into Hangzhou Milk United Enterprise Company, and the "Hangzhou Milk Company Dairy Factory No. 1" established thereafter was the only state-owned milk supply enterprise in Hangzhou. Through decades of operational development, mergers, and integration, the company has now become a comprehensive dairy group integrating "grass, livestock, and milk" as well as "production, supply, and sales." The company currently operates three major livestock and dairy processing bases in Deqing, Zhejiang; Huainan, Anhui; and Dunhua, Jilin, adhering to full cold-chain transportation at 2-6°C to ensure the fresh quality of its milk. Meilijian is a long-established milk brand in Hangzhou and surrounding areas, awarded the title of "Zhejiang Traditional Time-Honored Brand," and in 2024 received recognition as a third-batch "China Time-Honored Brand."
This project involved creating a packaging design system for West Lake Brand Little Scholar Fresh Milk targeting the children's and adolescents' consumer market. At the project's inception, the core objective was clearly defined: to adapt to sales channels and precisely reach the children's and adolescents' consumer market, while the purchasing decision-makers are the parents' generation. Based on this insight, the team established three major design directions: "child-oriented, approachable, and shelf recognition." Main visual strategy: using a cute cartoon character IP as the packaging main visual. The IP image not only endows the brand with vivid emotional warmth but also establishes a memorable brand symbol in children's minds, making "Little Scholar Fresh Milk" a milk brand that children actively choose. Information hierarchy: highlighting the category name "Little Scholar Fresh Milk," allowing parents to instantly identify the product attributes and target audience on the shelf. Packaging materials and structure: the box design is convenient for packaging materials and has a quality feel, balancing production convenience and shelf quality, ensuring it quickly attracts parents' attention at the point of sale and completes sales conversion. Through this design system combining child-friendly appeal, shelf recognition efficiency, and brand trust, West Lake Brand Little Scholar Fresh Milk has successfully upgraded from a regional student milk product to a children's dairy brand symbol with strong visual recognition, high brand warmth, and century-old quality endorsement.