Xi Hu Brand
Fresh Care Milk
Client
XI Hi Brand Fresh Care Milk
Service
Packaging Design
Team
CD:Kevin
D:S
3D:Mega
T:2022.12
XI Hi Brand Fresh Care Milk
Service
Packaging Design
Team
CD:Kevin
D:S
3D:Mega
T:2022.12
Through systematic brand visual and packaging design upgrades, XI HU BRAND Fresh Care Milk has successfully achieved brand revitalization for a century-old time-honored brand in the new era. After the refresh, the brand has shown strong market performance — annual growth exceeding 50%, with this 60-year-old brand reigniting market vitality. On online channels, the positive review rate of the JD.com self-operated flagship store reached 98%. Offline, through more than 3,000 community promotion events per year and a home milk delivery model, the brand directly connects with over 100,000 Hangzhou households. Meanwhile, "XI HU BRAND" was successfully selected as part of the third batch of "China Time-Honored Brand" by the Ministry of Commerce, becoming a nationally certified century-old dairy brand. At the product level, "Fresh Care Native High-Calcium Fresh Milk" successfully shortlisted for the iSEE Global Food Innovation Award with its nutritional matrix of natural high calcium (130mg/100ml) and high-quality protein (3.9g/100ml), gaining authoritative industry recognition. From an old flavor cherished in Hangzhou people's memories to a new choice on young families' dining tables, XI HU BRAND Fresh Care Milk uses design-driven brand revitalization to bring renewed vitality to this century-old brand in the fresh milk sector.
Xihu Brand Milk is affiliated with Meilijian Dairy Group and headquartered in Hangzhou, Zhejiang Province. The brand’s predecessor can be traced back to the Han Yongji Cattle Farm outside Wangjiangmen, founded in 1897. After the founding of New China, it went through public-private partnership, merger, and restructuring, transforming from the former state-owned Hangzhou Milk Company Dairy Factory No. 1 into a comprehensive dairy group. Meilijian is a time-honored milk brand in Hangzhou and its surrounding areas and has been awarded the title of “Zhejiang Traditional Time-Honored Brand.” In 2023, “Xihu Brand” was recognized in the third batch of “China Time-Honored Brands,” joining the national family of time-honored brands. The company has now become a comprehensive dairy group integrating “grass, livestock, and milk” and covering the entire chain from “production, supply, to sales,” with three major husbandry and dairy processing bases in Deqing, Zhejiang; Huainan, Anhui; and Dunhua, Jilin.
This project was to create an all-new brand visual and packaging design system for Xihu Brand Fresh Care Series Milk. The core objective was to help this century-old time-honored brand establish differentiated brand recognition in the highly competitive dairy sector, approaching the packaging upgrade with a “marketing-oriented” rather than purely “design-oriented” mindset, making packaging the best marketing tool to clearly communicate value, persuade customers, and drive the market. Traditional dairy brand packaging often presents a large number of nutritional selling points, resulting in reduced information communication efficiency. Therefore, we established three major design directions: “simplification, symbolization, and emotionalization.” Simplification: Using a large symbol—a “cloud”—as the visual base, leaving a clean and focused display area for the product name so that brand information is clear at a glance. Symbolization: Expressing core functional selling points through symbolic graphics, reducing consumers’ information acquisition cost. Emotionalization: The team observed Meilijian’s special consumption scenario of “home milk delivery,” which inspired the adorable image of a milk delivery worker, and based on this, designed a milk delivery worker avatar IP holding a milk bottle. At the same time, creative details such as dripping milk and connected strokes add emotional warmth to the packaging, allowing consumers to feel the brand’s warmth and sincerity the moment they encounter the product. Through this design system combining recognition efficiency and emotional warmth, Xihu Brand Fresh Care Milk has successfully stood out from traditional time-honored brand packaging, reaching a new generation of consumers with a younger and clearer visual language, injecting strong design momentum into the renewal journey of this century-old brand.