Living Package Sells by Itself ——Grant Li, Creative Director, L3 Branding

1. Living Package Sells by Itself
——Grant Li, Creative Director, L3 Branding
Although both the concept of brands and designers are very big, brand
designers, instead of merely drawing logos, help consumers reach a
consensus, have a good impression and purchase the product by
building a sensory system, just like advertisers try to raise brand
awareness. As a brand designer, it needs the empathy in many ways that
he/she should stand in consumers’ perspective, learn to operate and
protect innovation, and rebuild them constantly. A designer must protect
his/her innovation, and do lots of consumer researches. Besides, brand
designers should also improve public aesthetic consciousness, expand

2. the public horizon of new things, and solve problems by their design.
Design can be the content and tool of a brand. The value of design is an
improvement of internal execution efficiency, an increase of brand equity
and attracting customers, and even an entrance of information linking
the future. Elements of a brand can be revealed by a living product, just
like an ecosystem, so product placement can be so natural that
consumers cannot realize them. We live in this ecosystem, in which you
may never mind the value of content containing some business
information.
We need a living design, living product, and establish such an ecosystem.
However, what design is living? How can brand image and package
design influence deeply on branding? How can consumers become fans
of a brand?
First is “Hi! MILK”, a product we cooperated with Mengniu Dairy Group.
Customers expect a revolutionary way of experience, which can set up a
communication between them and cow. In other words, package has to
communicate with consumers.

3. The strongest differentiation is overturning the package structure, and
exploiting the strong connection between package structure and
category to the most extent. Tetra Prisma has a subulate shape
consistent with the shape of a little cow, and meanwhile taking a sense of
design into consideration, the thickness of cow hair in every layer is
different, so it can arouse lifelike feelings of consumers. In this way, it can
establish an IP and become a medium connecting with consumers and
delivering value.

4. No matter what cross-border cooperation with any brand, or entrance of
any layer of marketing, it is necessary to customize IP, the culture
between fans of this layer and “Hi! MILK”, and a unique mark for every
fan. This system as the property can continue to the whole package
being a symbolized property as strong as Vodka, because the system
contains the items designed for every brand.
The design standpoint of Australian brand “MOUKILK” is life of cows.
Australian cows have their own ID card and regular holiday, so based on
the information, our originality of design is that we don’t merely give
them an ID card, but an ID of Facebook. The content of ID is the selling
point of product; for example, cows may have regular holidays twice a

5. year, and during holidays never milk and overwork, so consumers can
drink healthier milk. According to such a concept, brand can make a
closer relationship with consumers and attract them to be fans of cows.
Besides, by the pattern as embossment, the design of family badge is
applied into package that designers regard the package as a tool and
platform, which allow consumers to paint the badge by the buyer show
and have an on-line vote, and via the activity there is a further true
communication with consumers. It is a co-design with consumers that
really gives a sense of participation to consumers by white space of
design.

6. For “Keruyun”—an O2O brand, the design should be individualized
firstly to present the consciousness of service, and technology and
affinity of big data platform.

7. The explanation of Baidu Doctor’s mark is based on a song, Ordinary
Day, prevailed on the internet performed by wild kids band, and the MV
of the song was even broadcasted in KTV trying to gain recognition of
the generation after 90s, and send them in the magic world by the music.
Giving a deep analysis of Mengniu Dairy Group’s case, the
establishment of their mark, a cow, is based on worldview and
background, which both of them related closely to the group’s culture.
Both of the image and characteristic of the cow, a mark, are extremely
personalized, appearing in the New Year sales, WeChat stickers, which

8. are cute with little despicable containing a natural placement of business
information. In China, only with the change is not enough for companies,
but they should find the gene of a company, and transform it into a
visual image, integrate it into all the brands and develop all the off-line
activities rapidly. In this way, the brand image can suit the modern
fragmental media.
No matter how rules change, they always belong to brands. In 2013,
Lenovo group purchased four liquor enterprises that was a soft landing
of Lenovo group’s culture. The start point of design is logo, a seed of
image, and we need a seed of logo to plant it. Based on a series of visual

9. rules of grain and water movements, things with blue side and yellow
side all belong to Fenglian Group, and this logo completely combines
with liquor and culture. On any off-line platform, any brand, training or
off-line activities can integrate into all the elements based on the rule.
The sales targets of children’s education usually are parents. From many
perspectives to analyze children’s pictures, it is easy to find some of
them showing a kind of master demeanor and by the slight modification
some master’s works are similar to children’s. The similarity of the two
is breaking out of the traditional dogma, which focuses on the imitation
of reality. Therefore, all the shapes of elements design are contorted and

10. composed of the entire symbol that all the symbols are full of the artistic
and children’s style, and some of these symbols even like a reappearing
of some famous paintings.
Design should make full preparation for customization. There is a case
about a Canadian mineral water: Mineral water is a kind of functional
drink overseas, but at home it becomes a kind of lifestyle, and a pursuit
of perfection. The most core of product experience is a black spot, which
presents the aesthetic sense and original hue. It is the concept of design
that we are like a beam of light going through the black water, reflected
all kinds of people gleaming that show a pursuit of perfection. What’s
more, employing 3D builds up a rhombic glass, and renders glass
renewedly, so any picture in the glass is an image of this brand.

11. Well, how to design the culture? As “Tianshan capital”, the design of
Fukang’s logo needs the feature of Xinjiang’s culture. The entire logo
features palindrome that the effect of design is like the snow mountain
bathed in sunshine. We can see the mountains and Chinese characters
“Tianshan capital, prosperous life” from the ecological logo. Fonts can
be the gene of ecology and images combine with mountains, including
related outdoor advertisements, future application, and internal food
festival, city image and so on.

12. Taking an example of Shanghai’s Kerry Centre’s programming cast of
Thanks Giving Day, Christmas, and New Year’s Eve, analysis from design
angle there are merely several characters but they transform into the
word “SNOW” by turning them over. Various effects appear by turning
them over from different angles, every font in the brochures, posters,
and festival reminding, can become a shape of snow. Consumers’
participation in the process of design brings about more distinctive
effects, like writing down their New Year’s resolution and festooned the
tree. During the process, consumers and designers complete the design
together.

13. During the procedure of information transmission to left and right brains
and senses we need to find the common point of public aesthetic, and
build up and improve its standard.