FANXINBAO
Genuine Leather Care Cream
Client
GUTEWEI FANXINBAO
Service
Logo Design
Packaging design
Team
CD:Kevin
D:CHENG
3D:Mega
T:2024.10
GUTEWEI FANXINBAO
Service
Logo Design
Packaging design
Team
CD:Kevin
D:CHENG
3D:Mega
T:2024.10
Through precise e-commerce visual strategies and differentiated packaging design, FANXINBAO Genuine Leather Care Cream has successfully established brand awareness with strong recognition and high conversion in the highly competitive automotive interior cleaning market. We adopted contrasting yellow and blue as the primary visual tone: yellow represents the old state “before renovation,” while blue symbolizes the refreshed state “after renovation,” intuitively conveying the product’s core value of “rapid stain removal and a completely refreshed look.” The refreshed brand visual system has demonstrated strong conversion power on the e-commerce side: on the 1688 platform, for example, the product has achieved a 100% positive review rate and a repurchase rate of 33.33%. Leveraging the brand heritage and channel advantages of its parent company GUTEWEI, which has been deeply engaged in the automotive detailing and maintenance industry for more than ten years, GUTEWEI possesses a full-channel system covering independent R&D, production, and sales, with products sold worldwide. With an all-new brand stance, FANXINBAO is redefining the consumer experience of automotive interior cleaning.
ANXINBAO is a sub-brand under GUTEWEI (Korper Besonders) dedicated to automotive interior cleaning. 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. FANXINBAO products function to rapidly remove stains and are committed to providing car owners with a more comfortable in-car environment experience.
This project was to create a brand visual and packaging design system for FANXINBAO Genuine Leather Care Cream. Its core objective was to help the brand establish a strong recognition effect on the e-commerce side in a market environment where automotive interior cleaning products are severely homogenized. We observed that when consumers purchase automotive interior cleaning products, their most core decision-making basis is the before-and-after effect comparison. Based on this insight, we established the design direction of “comparison visualization.” In terms of color strategy, contrasting yellow and blue were adopted as the primary visual tone: yellow represents the “old, dirty, and dull” state before use, while blue symbolizes the “new, clean, and bright” state after use. This color strategy allows consumers to perceive the core value of the product immediately when browsing e-commerce pages. The before-and-after comparison effect is obvious and clear, effectively shortening the consumer decision-making path. Through this brand visual design system combining recognition efficiency, conversion power, and brand tonality, FANXINBAO has successfully upgraded from a functional cleaning product to a professional automotive interior cleaning brand with strong visual recognition, high e-commerce conversion power, and clear brand positioning.