Yili “Xuanlinglong”

The brief:
Yili launched “Xuanlinglong” to fill the requirement of mini chocolate ice cream in the Chinese market. Mini Size helps people who focus on their figures to better control their sweet desire. It’s also convenient and easy to share. We expected to find a way to visually show not only the mini size ice cream concept, but also the characteristics of multi taste and easy sharing.

Our Strategy:
We decided to select the chessboard as the carrier to further highlight the elegant and leisure atmosphere and social sharing attributes.

Design Solution:
A number of ice cream and chess pieces are displayed on the chessboard at the same time, which not only highlights the delicacy of each ice cream as the size of a chess piece, but also reflects the diverse taste with different shapes. We distilled the characteristics of contrast color mesh shape chessboard for packaging background, which corresponds to the two main product selling points: selection of raw milk and imported Belgian chocolate. The brand-new packaging is novel and eye-catching. It is sold in the end market with unique identification and successfully drives the sales volume of the brand portfolio products.