Xi Hu Brand
Dual Probiotic Yogurt

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 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 Dual Probiotic Yogurt. The core objective was to help this century-old time-honored brand establish differentiated brand recognition in the rapidly growing emerging sector of functional yogurt, 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. We found that traditional dairy brand packaging often stacks a large number of nutritional ingredient selling points, resulting in reduced information communication efficiency. At the same time, the "dual probiotic" functional selling point of Dual Probiotic Yogurt needs to be conveyed to consumers in a more intuitive and credible way. Therefore, three major design directions were established: "simplification, symbolization, and trustworthiness." Simplification: using large symbols as the visual foundation, leaving clean and focused display areas for the product name and core functional selling points, making brand information clear at a glance. Symbolization: expressing the "dual probiotic" core functional selling point with symbolic graphics, intuitively conveying the technical endorsement of two national patents, reducing consumers' information acquisition costs. Trustworthiness: fully amplifying the authoritative endorsement of "China Time-Honored Brand" and the quality commitment of a century-old brand, building consumers' brand trust through visual language. Through this design system combining recognition efficiency and trust building, XI HU BRAND Dual Probiotic Yogurt 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.