Qianfangyuan

Qianfangyuan
Loquat & Pear Herbal Paste

Client
Qianfangyuan

Service
Packaging Design

Team
CD:Kevin、Gary Lau
D:Yanzi
3D:Junfeng
T:2023
Qianfangyuan Peach and Pear Fresh Pear Paste has successfully achieved explosive growth in the competitive health drink market through systematic brand visual and packaging design upgrades. In the marketing campaign of its another core product, "Acid Plum Soup", the young visual system and creative content we created for it have achieved remarkable results - within just two months of its launch, sales exceeded 20,000 units, quickly becoming the leading brand in this category, and effectively driving the overall sales of other products under the brand. This achievement fully validates the core value of design-driven business growth. The refreshed Qianfangyuan brand visual system has been fully applied to tea drink gift boxes, ginger powder, and pill series products. With differentiated brand recognition and the unique visual language of "New Chinese Style + Pixel Style", Qianfangyuan successfully stood out from traditional health food brands and became a new-style health tea drink brand favored by young consumers.

Qianfangyuan belongs to Jiangxi Taime Food Co., Ltd. and is a sub-brand of its tea drink series. The brand has always adhered to the concept of "Root Seeking", tracing the origin of all ingredients, and insisting on finding high-quality ingredients with the most meticulous standards in the most suitable soil. Each tea drink undergoes natural extraction and careful selection. In this fast-food era, Qianfangyuan hopes to lead consumers to enjoy a slow life in just a cup of tea. The brand is committed to providing healthy lifestyle concepts and healthy and safe ingredients. The parent company is located in Ji'an, Jiangxi Province.

This project is to create a unified brand visual and packaging design system for Qianfangyuan tea drink gift boxes, ginger powder, and pill series products. The core goal is to help the brand establish a young and differentiated brand recognition in the traditional health food market. Tea drink gift box packaging: The design is centered around the core concept of "Fresh Ingredients Create Fresh Tea", focusing on "Freshness". We provided two sets of solutions: Solution A will illustrate the main raw materials of each tea drink with illustrations, with the background color uniformly using fresh green, which is both unified and convenient for distinction; Solution B emphasizes the word "Fresh", making "Fresh" the first visual element. The final solution combines the new Chinese style design style with the popular pixel elements as auxiliary graphics, expressing "Freshness" while not forgetting the fun of recognition. Ginger powder packaging: According to the product's audience, the client hopes to update while retaining some traditional flavors and use the ginger powder's production process as a design element. Pill series packaging: This series is relatively expensive and the client hopes the packaging is both simple and textured. We use the texture of the pill itself as the background pattern source and add a touch of sauce color to distinguish different products. Young marketing: In addition to packaging design, Qianfangyuan also created creative advertisements and IP characters. To promote the new product "Acid Plum Soup", an advertisement film "My Irritable Leader" was launched, and IP characters "Xiaofang" and a series of related products were designed. The advertisement focuses on young people's "Light Health" and proposes the concept of "Cherish with Qianfangyuan", triggering consumer resonance through office stories. Through this design system with a youthful tone, recognition efficiency, and category innovation, Qianfangyuan successfully upgraded from a traditional health brand to a new-style health tea drink brand with strong visual recognition, young brand assets, and market validation.


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