Yunnan Baiyao Children Toothpaste by Tiger Pan is a highly esteemed winner of the very prestigious 2023 Bronze A' Design Award in Packaging Design Competition Category.
BronzePackaging· 2023
Yunnan Baiyao Children Toothpaste
by Tiger Pan
Client: Yunnanbaiyaogroup Co., Ltd
Bronze A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #145832The Design
About Yunnan Baiyao Children Toothpaste
Yunnan Baiyao is a packaging design for a children's toothpaste range. The brand character is a baby cloud, inspired by the brand name, in which yun means cloud. The character appears with different facial expressions to suggest different ages. The illustrations are drawn in a children's painting style to attract the attention of mothers on the shelf. The boxes suit both horizontal and vertical shelf placement, and the strawberry boxes combine into a larger strawberry image. The packaging is made of PLA, which degrades in two to ten months.
The Recognition
About the Bronze A' Design Award
Yunnan Baiyao Children Toothpaste is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Yunnan Baiyao Children Toothpaste is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Yunnan Baiyao Children Toothpaste splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Interviews
Grand Interview
Your innovative approach to the Yunnan Baiyao Children Toothpaste's cloud baby IP image beautifully bridges brand heritage with emotional connection - could you share the creative journey that led to this distinctive character design?
The creative journey began with a deep dive into Yunnan Baiyao's legacy of trust, tradition, and innovation. We wanted to craft a character that would resonate emotionally with both children and their parents while maintaining the brand's heritage. The "cloud baby" was inspired by the soft, gentle imagery of clouds—symbols of care, purity, and lightness. We also explored cultural motifs tied to the brand's Chinese roots, balancing them with a modern, whimsical aesthetic to ensure broad appeal. Collaborative sessions with child psychologists and focus groups involving young families allowed us to fine-tune the character's expressions, ensuring that it would evoke a sense of comfort, playfulness, and reassurance.
The Yunnan Baiyao Children Toothpaste packaging incorporates eco-friendly PLA polylactic acid material with a 2-10 month degradation time - what inspired this sustainable choice and how did it influence your design decisions?
The decision to use PLA was driven by a commitment to environmental responsibility. As parents increasingly prioritize sustainability, it was crucial for the packaging to align with these values. This material choice influenced not only the structural design but also the aesthetic decisions—soft, natural textures and muted color palettes were chosen to communicate the eco-friendly essence of the product. Additionally, we wanted the packaging to set an example for other brands in the category, showcasing that high-quality, engaging designs can also be environmentally conscious. The biodegradability of PLA added another layer of storytelling, reinforcing the brand's message of nurturing both children and the planet.
How did your team approach the challenge of modernizing Yunnan Baiyao Children Toothpaste for younger mothers while preserving the brand's trusted legacy as a best-selling product?
Modernizing the product involved striking a delicate balance between tradition and contemporary appeal. We conducted extensive research into the preferences of millennial and Gen-Z mothers, focusing on their desire for products that are safe, stylish, and engaging for their children. While retaining the trusted logo and core brand elements, we introduced playful, modern illustrations and an approachable cloud baby character to make the product feel fresh and relatable. Additionally, we emphasized clean, simple typography and vibrant yet harmonious colors to reflect a youthful energy while maintaining the premium feel associated with Yunnan Baiyao.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The IP character is modeled as Baby Cloud, which is inspired by the brand name (yun means cloud). It is personalized and has different facial expressions, which means different ages. The illustrations were made into children's painting style, hoping to attract the attention of mothers on the shelf. The packaging meets the requirements of horizontal and vertical shelf placement. The strawberry toothpaste box design can be assembled into larger strawberry graphic symbols to form a more intuitive communication
- Dimensions & Packaging
- Width 46mm x Depth 39mm x Height 159mm
- Tags
- toothpaste, kids toothpaste, kids, cloud, Tiger Pan
- Production Technology
- The packaging is made of PLA polylactic acid material in batches, and the degradation time is as short as 2-10 months. This provided promising experimental results for packaging innovations for the same type of products.
- Design Challenge
- This is an upgrade case for an aging best-selling product, Yunnan Baiyao- kids toothpaste. We are commissioned to bring a brand new image to the product, so that it can still be attractive to the younger moms.
- Research
- This is an upgrade case for an aging best-selling product, Yunnan Baiyao- kids toothpaste. We are commissioned to bring a brand new image to the product, so that it can still be attractive to the younger moms. The ip figure is shaped into a baby cloud, which is inspired by the name of the brand (Yun means cloud). It is personalized with different facial expressions, which imply different ages. Along the memorable baby cloud, the illustration is made into kids drawing style, which hopefully attracts mums attention on selling shelf.
- Inspiration
- The inspiration is from the name for the brand, where Yun means cloud. And another inspiration is kids hand drawings. It is personalized with different facial expressions, which imply different ages. Along the memorable baby cloud, the illustration is made into kids drawing style, which hopefully attracts mums attention on selling shelf.
- Project Duration
- The project lasts 2 months, designed in Shenzhen
- Operation Flow
- How to save consumer's effort to look for an ideal product is the key challenge of this case. A distinctive ip figure, a bright color, an explicit layout of info and a unitive serial system of package will help Wellmind to solve the problem, where consumers are able to recognize and pick up the products from far away.
- Team Members
- Creative Director: Tiger Pan
Graphic Design: Jingwen Xiang
Image Editing: Yuling Zhu
Technical Direction: Zhangkun Xie
Project Manager: Hua You - Image Credits
- Tiger Pan
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