Xi Hu Brand
Fresh Raw Milk

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. In 1991, XI HU BRAND completed its trademark registration. 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." The company currently operates three major livestock and dairy processing bases in Deqing, Zhejiang; Huainan, Anhui; and Dunhua, Jilin. It takes only 30 minutes from the Deqing pasture to the Deqing factory, and only 1 hour from the Deqing factory to Hangzhou. With full cold-chain transportation at 2-6°C, milk is ensured to reach consumers in the shortest possible time. The brand adopts the concept of "half an hour north of West Lake, fresh at your neighbor's distance," insisting on providing consumers with a truly fresh milk experience.

This project involved creating a brand-new brand strategy and product packaging system for XI HU BRAND Fresh Raw Milk. The core objective was to help this century-old time-honored brand establish differentiated brand recognition in the highly competitive dairy sector, making packaging the best marketing weapon to clarify value, persuade customers, and leverage the market. Through research, we discovered the cognitive origin that "people are willing to believe that only fresh milk from nearby pastures can achieve zero additives," and thereby identified XI HU BRAND's target audience as "parent-child families who purchase fresh, zero-additive dairy products." Based on this insight, the team established XI HU BRAND's core value proposition, with "true freshness" as the core competitiveness, building brand barriers through three major advantages: first, origin advantage — 2,000 mu of adjacent ecological pasture by West Lake; second, timeliness advantage — self-owned logistics fresh delivery within 24 hours; third, craftsmanship advantage — authentic pasteurization technology, preserving the fresh nutrition in milk to the greatest extent. At the packaging design level, adhering to the principle of "marketing-oriented rather than design-oriented," with simplification, symbolization, and trustworthiness as the three major design directions, the core value of "true freshness" is conveyed to consumers through the most intuitive visual language. The refreshed packaging not only enhances the product's shelf recognition but also successfully conveys the century-old brand's quality commitment and fresh experience, achieving brand value reshaping and market incremental breakthrough for XI HU BRAND in the era of stock competition in the dairy industry.