Xi Hu Brand
Lutein ester milk
Client
Xi Hu Brand Lutein ester milk
Service
Logo Design
Packaging design
Team
CD:Kevin
D:S
3D:Mega
T:2023.01
Xi Hu Brand Lutein ester milk
Service
Logo Design
Packaging design
Team
CD:Kevin
D:S
3D:Mega
T:2023.01
Through systematic brand visual and packaging design upgrades, XI HU BRAND Lutein Ester Milk has successfully transformed the quality heritage of a century-old time-honored brand and the health appeal of functional dairy into highly recognizable brand language. After launching, the product quickly gained market recognition — the overall positive review rate of XI HU BRAND's JD.com self-operated flagship store reached 98%. Leveraging Meilijian Dairy's mature channel network covering Hangzhou and surrounding areas, as well as more than 3,000 community promotion events per year and a home milk delivery model, the product quickly reached over 100,000 Hangzhou households. In 2024, "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, and was awarded the "Outstanding Enterprise Award for High-Quality Milk Project Contributing to the National Nutrition Plan" at the 7th International Symposium on "Dairy Cow Nutrition and Milk Quality." From an old flavor cherished in Hangzhou people's memories to a new benchmark in the functional dairy sector, XI HU BRAND Lutein Ester Milk uses design-driven brand revitalization to bring renewed vitality to this century-old brand in the blue ocean market of functional dairy.
XI HU 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." Meilijian is a long-established milk brand in Hangzhou and surrounding areas, awarded the title of "Zhejiang Traditional Time-Honored Brand." In 2024, "XI HU BRAND" was recognized as a third-batch "China Time-Honored Brand." The company currently operates three major livestock and dairy processing bases in Deqing, Zhejiang; Huainan, Anhui; and Dunhua, Jilin, adhering to delivering milk to homes before 6:45 every day and providing one-on-one milk butler services.
This project involved creating a brand-new brand visual and packaging design system for XI HU BRAND Lutein Ester Milk. The core objective was to help this century-old time-honored brand establish differentiated brand recognition in the emerging sector of functional dairy, approaching packaging upgrades with a "marketing-oriented" rather than purely "design-oriented" mindset, making packaging the core marketing weapon to clarify value and persuade consumers. Traditional dairy brand packaging often presents a large number of nutritional ingredient selling points, resulting in reduced information communication efficiency. Therefore, three major design directions were established: "simplification, symbolization, and emotionalization." Simplification: using large symbols as the visual foundation, leaving clean and focused display areas for the product name, making brand information clear at a glance. Symbolization: expressing core functional selling points with symbolic graphics, reducing consumers' information acquisition costs. Emotionalization: adding emotional warmth and brand memory points to the packaging through creative details such as milk drops and connected strokes, 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, XI HU BRAND Lutein Ester Milk has successfully stood out from traditional dairy packaging, reaching the new generation of consumers with clearer and more professional visual language, injecting strong design-driven momentum into the revitalization journey of this century-old brand.