Xiaomi's summer promotion

We have conducted product coating and packaging design for the gifts of Xiaomi's summer promotion in 2022. We believe that promotional gifts can also serve as a window for the brand to communicate and become a part of users' brand beliefs. Therefore, we explored the essence of the Xiaomi brand and drew inspiration from it:



In 2012, the Xiaomi 1S smartphone was released. Opening the simple white back cover, there is no extra information except for an orange battery. Xiaomi excels in areas that are not visible, and users can also discover unexpected surprises during their usage. Xiaomi's mission is “ Innovation for everyone ”（Enable everyone around the world to enjoy a better life brought by technology）On the outside, it is like the white back cover, representing an approachable entry point and integration into daily life. On the inside, it is like the orange, symbolizing the dedication to focus on research and the passion to express oneself openly.



"inside and outside" is our understanding of Xiaomi, like a symbol that encourages users to embark on explorations. We have also incorporated this spirit into the gift experience. Targeting the graduate customer group during the summer promotion, we employed blue and white gradient in the outer packaging structure, evoking the imagery of waves, and interpreting this summer's theme of "chasing the wind and riding the waves." The inner packaging structure and product coating adopt the familiar "bullet-screen comments" format, integrating text and product features to accompany them on their future journey. By introducing interactivity, as the packaging is opened, it initiates a secondary dialogue between Xiaomi and users.


Through the "Xiaomi Youpin" questionnaire survey, nearly 80% of users perceived a higher value for this series of gifts compared to the original market price. Among them, nearly 30% of users perceived a value exceeding 150% of the original price. This also influenced 26% of users in their purchasing decisions (i.e., the role of gifts in influencing purchasing decisions >50%).