nineair
Plant Extract Antibacterial Deodorizing Spray
Client
nineair
Service
Packaging Design
Team
CD:Kevin
D:CHENG
3D:Mega
T:2023.03
nineair
Service
Packaging Design
Team
CD:Kevin
D:CHENG
3D:Mega
T:2023.03
Through systematic brand visual and packaging design upgrades, nineair has successfully achieved a strategic upgrade from an air treatment product line under GUTEWEI to an independent brand. The refreshed brand visual system has been fully applied to product packaging, helping nineair successfully expand from automotive scenarios to air solutions for home spaces. With differentiated brand visuals and a clear positioning of “focusing on solving air problems,” nineair has secured a leading position as the No. 1 online seller in the domestic and international car deodorizing spray category. Leveraging the gentle, non-irritating properties of its plant extract + mildly acidic formula and its outstanding deodorizing and antibacterial effects, nineair is redefining the consumer experience of the air treatment category with an all-new brand stance.
nineair is a sub-brand under GUTEWEI (Korper Besonders) dedicated to air treatment. GUTEWEI was founded in 2008 and is affiliated with Hangzhou Weike Taimei Brand Management Co., Ltd. It is a national brand mainly engaged in automotive detailing and maintenance products, with more than 30 core technologies, a 2,000-square-meter R&D laboratory, and a 30,000-square-meter production base. In the brand name nineair, “nine” represents the ultimate, expressing the brand’s relentless pursuit of quality good air—hoping to eliminate bacteria and odors in the air and bring users a pleasant breathing experience. The product functions to sterilize and deodorize, and is committed to providing consumers with a more comfortable breathing experience. In 2022, nineair launched an independent brand initiative, spinning off from the GUTEWEI brand to better serve users with the new image of an independent brand and to pursue air treatment to the ultimate.
This project was to create an all-new brand visual and packaging design system for nineair Plant Extract Antibacterial Deodorizing Spray. At the early stage of the project, the core objective was clearly defined: to help nineair establish independent and highly recognizable brand visual assets at the critical juncture of spinning off from the GUTEWEI system, while also accommodating visual compatibility across automotive and home scenarios. In terms of color strategy, the team selected striking contrasting colors of yellow and green as the brand’s primary visual tone—yellow conveys vitality and freshness, while green echoes the brand’s “plant extract” attributes and environmental philosophy. The combination of the two forms a highly visually impactful brand identity. At the auxiliary graphic level, the team used the number “9” as an auxiliary graphic identity element, which not only echoes the core number in the brand name nineair but also strengthens the brand’s memorability and premium quality through symbolic treatment. Through this brand visual design system combining recognition efficiency, premium quality, and scenario extensibility, nineair has successfully upgraded from a product line under GUTEWEI to a professional air treatment brand with independent visual assets, clear brand positioning, and full-scenario coverage capability.