Meiyitian 智能包装 by Chong Peng is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2022

Meiyitian 智能包装

by Chong Peng

Client: Yili Group

A' Design Award 銅獎 Winner in 包裝 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 智能包装

美一天係一款智能包装设计,将印刷包装同虚拟品牌世界连结埋一齐。呢款包装以品牌代言人为基础,承载住二维同三维嘅角色形象,组成品牌吉祥物。消费者用手机应用程式扫描呢啲角色,即可进入品牌所打造嘅虚拟世界。喺虚拟世界入面,仲提供互动游戏同公仔自定义系统,消费者可以收集奖赏。呢个设计嘅目标係喺品牌同年轻消费者之间建立更紧密嘅联系。

The Recognition

About the A' Design Award 銅獎

Meiyitian 智能包装是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Meiyitian 智能包装將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Meiyitian 智能包装出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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