China   |  2022

MUSE Design Awards Silver Winner

A Contemporary Dosage of Probiotics

Entrant Company

Ivie

Category

Packaging Design

Client's Name

999 Qinyidian

Sub-Category

Health & Wellness

The Brief: Living a healthier lifestyle is no longer an alternative. It’s become the norm. As a result, people are paying more attention to their digestive health. 999 saw the opportunity and decided to launch Qinyidian – a new range of probiotic supplements that contain 7 types of active probiotics. We were challenged to deliver a new brand logo and packaging design that appealed to health-conscious consumers while still allowing room for a modern design language. Our Design: In a category filled with traditional-looking packaging designs, our goal was to create a more standout branding system and communicative visual identify. We proposed a product logo and visual device system inspired by the iconic, universal geometric symbol for probiotics. We added a modern twist to the symbol by using vibrant color gradients for a clean, calming and contemporary vibe. The next step was to highlight the key selling point by incorporating “7” (from 7 active probiotics) into the logo. In combination with the color gradients, this produced the illusion of dynamic movement to represent living, active probiotic cells. We also applied a special laser printing technique on the “7” logo to highlight the product’s 7 probiotic types. The result is an overall packaging design that is less clinical yet still professional, featuring an inspiring modern look that stands out on the shelf.

Credits

Managing Director
Malcolm Zhu
Account Director
Hugh Shen
Group Creative Director
Ryan Kam
Creative Director
Cao Jun
Creative Group Head
Helen Ren
Creative Group Head
Tom Guo
Studio Director
Lily Wu
Senior Production Manager
Jason Qiu
Production Manager
Edward Yang
Business Devolepment Director
Darren Wong
Head of Copy
Benjamin Woo
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