Beautiful Life Mothball
A Pica Packaging Design Lab. Case

客户 : 绿伞
设计团队 : Pica Team
创意总监 : 齐树伟

费者的审美发展速度,快到超出想象。绿伞是国内具有老牌底蕴的日化品牌,具有值得信赖的科研实力。
为此,我们的包装设计着眼于品牌的持久建设,并尽可能地融入中国传统字号设计展示历史感,增添消费者购买信心,
赋予品牌文化价值,赢得品牌信任。

The consumers awarness of aethetic is beyond imagination. They care about the appearance of a product rather than everbefore. This case shows our endeavor to present a delicate packaging design under heavy ristrictions.
Mothballs in China are classified into low-toxic pesticides, which means the packaging needs to obey several restrictive terms anounced by Agricultral Department. For example you need to put a low-toxic icon in the middle of the package and you need to use the formal name (anti-moth and anti-mildew tablets) rather than the brand name or "mothball". These restrictions lead to a market that almost every brand looks alike.
Our customer Lvsan is a domestic brand with a long-history in China, and its R&D department is particularly trustworthy. But its former brand strategy give customers a impression that Lvsan's product is always cheap. We want to change this situation, and the mothball is an oppotunity.
We create a vintage-like brand - "Beautiful Life". The logo takes the core idea of Chinese caligraphy, the peach flowers and the old lady come from acient Chinese painting, in order to present traditional Chinese culture and the good old wish of happiness.
"Beautiful Life" then becomes the brand of Lvsan's household aroma solution. Including deodorizer , insense and fragrance.

# Beautiful life香生记 #
# 国货民族精品,专注防蛀防霉 #
随着中国国力提升,物质不断丰沛,90、95后一代其实比我们想象中更喜欢中国风。随着国潮的不断复兴冲击,消费者越来越发现,会玩的老品牌,在文化背景下渗透出来的味道,让人更熟悉、更舒适、更安心。
当民族品牌的革新欲望和人对国货不断增强的需求碰撞时,品牌策略就会变得格外清晰。
于是,我们的策略产生了— —
2019 绿伞 X 喜鹊包装实验室

picapg@gagapica.com



Thanks.
Beautiful Life Mothball 绿伞 × 喜鹊包装实验室
10
335
2
Published:

Beautiful Life Mothball 绿伞 × 喜鹊包装实验室

Beautiful Life Mothball
10
335
2
Published: