LUECHONG
略宠
宠物粮系列

Art Director:
Tian Xiang
Designer:
Zhang Xin
Clients:
LUECHONG / 略宠
Date:
May 2024

Idea

This essence is formulated for individuals with sensitive skin. The innovative packaging of the product takes inspiration from the growth form of Dendrobium, the core ingredient of the essence, and showcases the aesthetic, conveying the benefits of antiageing qualities, as well as care for the skin. The shape of a column with a centre ring imitates the growing of Dendrobium that along the support by employing irregular and smooth chine lines, which echoes the vitality of the natural plants.

The Dendrobium is known for upward growth posture and remains coiled when dried for medicinal purposes. Inspired by this, the design team created a centre ring structure that simulates the multiple nodes of the Dendrobium, presenting the dynamics of growth posture with chine lines. The design features a gradient of yellow and green colours from the Dendrobium stem leaves, which provides users with a natural and vital visual experience, showcasing the natural and safe properties of the product.

设计理念

略宠品牌针对性场景——“你有点太宠你家猫了吧”-“还好还好,略宠略宠”。

“略宠”以Z世代、都市白领、小镇青年人群为品牌主要锚地,无论你是在太卷的他乡奋斗,还是在家乡悠然,略宠,是让养宠这件事成为一件日常化、无负担的人宠之间的良性互动行为。爱它,是一件略宠微甜的小确信。不用给它最贵的,略宠就好。不用给它极致到焦虑的关注,略宠就好。

所以设计表达以舒适惬意的场景化来表达,人与宠物之间的和谐且有温度的相处方式,并且通过感性的文案叙述,与略宠的受众人群产生共鸣。

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