Bronze Packaging Design · 2022
Meiyitian Smart Packaging
by Chong Peng
- A' Design Award 2022 Bronze Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Yili Group
- Estimated Number of Design Views: 12,593
- Verification code E66DED478A · Verify this award
About Meiyitian Smart Packaging
Meiyitian is a smart packaging design that links a printed package to a virtual brand world. The packaging carries two-dimensional and three-dimensional characters based on the brand spokesperson, forming a brand mascot. Consumers scan the characters with a mobile application and enter the virtual world created by the brand. Inside the virtual world, interactive games and a doll customization system are offered, and rewards can be collected. The aim is to build a closer link between the brand and young consumers.
Press Kit
- Unique Properties
- By extracting the characteristics of the brand spokesperson, it designs the new 2D and 3D dolls, build up the brand IP. We have developed online interactive games and doll customization system.
- Dimensions & Packaging
- Width65mmxDepth65mmxHeight220mm
- Tags
- Virtual brand world,Smart and connected,Brand IP design
- Production Technology
- Mobile Internet AI technology
- Design Challenge
- In the new trend of "meta-universe", "MEIYITIAN" have developed online interactive games and doll customization system. With the new AI technology,consumers can enter the virtual brand world. Moreover,they can also play interactive games to get rewards or DIY ideas, eventually,these experiences will form data to bring more positive feedback for consumers and maintain the intimate relationship between the brand and consumers.
- Project Duration
- The project started in August 2021 in China
- Operation Flow
- Consumers enter the virtual brand world by scanning the characters on the package through APP
- Research
- With the rising of the "meta-universe" concept, the youth of "Generation Z" in China has spent more and more time exploring the virtual world,so some of the rules applied in brand packaging design for brands fail to keep up with the exploration spirits of the"Generation Z". Moreover, it is increasingly hard to resonate with them.
- Inspiration
- The core idea behind packaging design is to interact with consumers through new AI technologies. When consumers scan the packaging image, they can enter the virtual world created by the brand and started games or other activities,then strengthen the emotional link between the brand and consumers.