LKKDESIGN × Jinmailang ｜ Behind Jinmailang’s surge in sales

LKKDESIGN × 今麦郎｜今麦郎销量“狂飙”的背后

After several pleasant cooperations in the past, the Jinmailang team came to us again, hoping to launch a phenomenal product “soup is so good” in early 2023.

In recent years, there have been many soup-focused brands on the market, such as Soup Master and Soup, which have occupied a large part of the market share.

However, the R&D team behind Jinmailang is very confident in the product, especially in the research and development of “soup”, and has invested a lot of energy, hoping that consumers can drink real “soup”.

After analysis, our team believes that this package should revolve around:

“Return to the essence of “soup”, highlight the high quality of “soup”, convey the culture of “soup”, and bring consumers an “authentic” feeling” as a research topic.

First, Tang Zhenhao is the first visual level. We display it in the form of vertical layout. The font design adopts the list book, which is thick and has a sense of culture. At the same time, the outer frame in the form of a plaque adds cultural attributes and highlights “authentic”. , so that consumers can capture the product name and selling point value at the first time.

Second, color blocks are used to emphasize the taste. Different colors have different tastes, which reduces the decision-making time of consumers.

We have been writing, reading, and marking key points in the horizontal lined book since school. We use psychology to arrange the selling points in the horizontal lined grid, which greatly increases the reading probability of consumers. I also learned about the high quality and advantages of the product in a short period of time, increasing the purchase rate.

Third, highlight the atmosphere of the packaging. The decorative pattern of the grid simulates the tablecloth, combined with the physical map, it looks like a bowl of freshly cooked noodles is placed on the table, waiting to be eaten, which increases consumers’ associations with food.

Title of Work｜Jinmailang “Soup So Good” Series
Packaging design brand owner｜Jinmailang
Original Design｜Rococo – FMCG Innovative Design

在经历了前几次愉快的合作后，今麦郎团队再次找到我们，希望在2023年初推出一款现象级的产品“汤真好”
近几年市面上主打汤的品牌很多，像汤达人，汤好喝等占领了很大一部分的市场份额。
但今麦郎背后的研发团队对产品很有信心，尤其是对“汤”的研发，投入了大量精力，希望消费者能喝到真正的“高汤”
我们团队分析后认为，此包装应该围绕：

“回归“汤”的本质，突出“汤”的优质，传达“汤”的文化，带给消费者“正宗”感受”作为研究课题。

第一，汤真好作为第一视觉层级，我们用竖排版的形式展示，字体设计采用榜书，厚重且具有文化感，同时加上牌匾形式的外框，增加了文化属性，突出“正宗”，让消费者在第一时间捕捉到产品名称与卖点价值。
第二，用色块强调口味的处理方式，不同颜色不同口味，减少了消费者的决策时间，
从上学开始就在横线本上写字，阅读，划重点，我们利用心理学，把卖点集中排布在横线格里，大大增加消费者的阅读几率。也短时间了解到产品优质与优势，增加购买率。
第三，突出包装氛围感，格子的装饰图形模拟桌布，与实物图结合，看上去像一碗刚出锅的面放在了桌子上，等着食用，增加了消费者对美食的联想。

作品名称｜今麦郎“汤真好”系列
包装设计品牌持有｜今麦郎
原创设计｜洛可可-快消品创新设计