Packaging Design of Sanjiu Aonuo Lutein Ester Gummy Candy

Sanjiu Aonuo Lutein Ester Gummy Candy is an innovative product series developed for eyesight preservation and other various health functions. The packaging design creates an IP image of owl, cow and dolphin respectively for three products in this Series, including "Blackcurrant Lutein Gummy Candy", "Calcium D3 Gummy Candy", and "Collagen Gummy Candy". Those products take children, students and commuters, young ladies and urban white-collar workers as target customer groups respectively, to meet their demands for eye health protection, calcium supplementation for body height growth, as well as skin and hair care. With consideration into the target customer groups and functions of the three products, the creative packaging design accentuates their identity and functions with playful visual expressions, and obtains a balance among aesthetic, commercial and humanistic values.

Based on the different positioning and branding content of the three products, differentiated packaging designs are conceived. The three products take purple, yellow and pink as their main packaging hue respectively, and bright colors are applied to highlight the titles. The subtle mix and match of colors forms a strong visual impact. Additionally, the different dominant colors of those products' packaging echo their various flavors, helping convey product information and functions accurately and artistically.

The package design of "Blackcurrant Lutein Gummy Candy" creates an IP image of an owl, which is mainly presented by yellowish bronze tones. Standing out from its purple background, the owl's image triggers customers' association, creates a striking visual effect and builds a bridge between customers and the product.

To strengthen the visual identity of the "Blackcurrant Lutein Gummy Candy", the image of an owl with large eyes is designed on its packaging, which highlights the product's function for eyesight protection. The image of the owl is cute and fun. Moreover, the big eyes and the superb night vision of owl echo the product's function for eye health protection. Apart from the image of an owl, a shield is added to the packaging of the product to convey the meaning of "protection". And the star on the shield's central area implies the shape of the gummy candy.