ZHIKONG｜Daily Oral Care Series

Project: Zhikong / Oral Care Series
Service: Brand Design / Brand Planning / Top-Level Packaging Design

Zhikong is an innovative oral care brand under Ant Business Alliance.

Brand Foundation and Research

During the initial stages of brand development, extensive market analysis revealed that leading brands in the oral care category, such as Colgate, Crest, and Briggs & Stratton, strongly rely on brand colors for recognition. Research indicates that 80% of consumers identify and remember brands through their colors. Drawing from this insight, Zhikong employs a strategic use of brand colors to swiftly establish category awareness and stand out in a competitive market.

Brand Positioning and Visual Identity

Zhikong is positioned as an “oral aesthetic care brand,” crafted to resonate with a new generation of consumers who prioritize both functionality and style. To reinforce this positioning, the packaging design revolves around a central “smile” graphic—a super symbol that embodies the essence of oral care while serving as the brand’s core visual identity. This enhances the professionalism and appeal of the packaging, seamlessly aligning with the category’s functional characteristics.

Packaging Strategy and Design Features

To boost awareness and establish a strong presence among emerging brands, the following key elements were incorporated:

• Super Symbols: The “smile” serves as a unifying motif, ensuring immediate visual recognition.
• Unified Branding: Consistent use of brand colors, logos, product names, and illustrations builds a cohesive and memorable brand image.
• Scalable Design: Packaging specifications are designed to accommodate future product extensions while maintaining visual harmony across the product line.

Impact on Retail Displays

The design prioritizes clarity and focus, allowing Zhikong products to maximize their shelf presence. By leveraging clean layouts, bold colors, and distinctive graphics, the packaging ensures Zhikong products quickly stand out in crowded retail environments, effectively capturing consumer attention and reinforcing brand identity.

Zhikong’s design approach delivers a balance of aesthetic sophistication and market-driven strategy, setting the stage for its success in the oral care category.