Meiyitian Embalaxe Intelixente by Chong Peng

Meiyitian Embalaxe Intelixente by Chong Peng is a highly esteemed winner of the very prestigious 2022 A' Design Award de Bronce in Deseño de Envases Competition Category.

BronceEnvases· 2022

Meiyitian Embalaxe Intelixente

by Chong Peng

Client: Yili Group

A' Design Award de Bronce Winner in Envases Category

12,685

Verified Award Winner

Verify Award Status for #139341

View at A' Design Award Press Release Award Badge

Colors

The Design

About Meiyitian Embalaxe Intelixente

Meiyitian é un deseño de embalaxe intelixente que conecta un paquete impreso cun mundo de marca virtual. A embalaxe leva personaxes bidimensionais e tridimensionais baseados no/na representante da marca, formando unha mascota da marca. Os consumidores escanean os personaxes cunha aplicación móbil e acceden ao mundo virtual creado pola marca. Dentro do mundo virtual, ofrécense xogos interactivos e un sistema de personalización de bonecas, e pódense recoller recompensas. O obxectivo é crear un vínculo máis estreito entre a marca e os consumidores máis novos.

The Recognition

About the A' Design Award de Bronce

Meiyitian Embalaxe Intelixente gañou o A' Design Award de Bronce, un recoñecemento altamente prestixioso outorgado a deseños sobresaíntes que se distinguen pola creatividade, o enxeño e a sagacidade. Os gañadores Bronce son artefactos amplamente hábiles e sorprendentemente creativos que autentican a vasta experiencia, imaxinación e enxeño dos seus deseñadores. Espérase que Meiyitian Embalaxe Intelixente sexa un obxecto moi apreciado, admirado e querido, notablemente profesional e innovador. Este deseño gañador do A' Design Award de Bronce incorpora as mellores prácticas da arte, a ciencia, o deseño e a tecnoloxía, e é excelente pola súa atención ao detalle. Meiyitian Embalaxe Intelixente satisfai espléndidamente as necesidades, toca os desexos, encanta os sentimentos e atrae a curiosidade.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
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.
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
Team Members: Project director：Susie Liu
Creative director：Chong Peng
Design: Pesign Team