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Chinese milk formula brand relaunches with new packaging design

Chinese milk formula brand relaunches with new integrated packaging design, Casa Rex, Wyeth Gold, Asia packaging, China
CHINA –
Wyeth Gold, a range of children’s milk formula products from China, has redesigned and modernized its packaging to fully convey its product’s expertise and upgraded formula.

Casa Rex, a design agency with offices in Sao Paulo and London, helped redesign the Wyeth Gold brand in order to better communicate to consumers the formula’s integrated benefits.

“The existing packaging was not reaching out to consumers as desired, since it failed to communicate the product benefits to the target market,” said Gustavo Piqueira, head of Casa Rex and this project’s creative director.

Chinese milk formula brand relaunches with new integrated packaging design, Casa Rex, Wyeth Gold, Asia packaging, China“Its main icon – the flower that depicted its key functional benefits – had little prominence and was poorly integrated with the packaging’s claims, which were portrayed as a simple list of text.”

The design agency decided to create a new integrated packaging design structure that reintroduces Wyeth Gold’s main iconic elements through a new contemporary aesthetic.

Piqueira explained, “The packaging presents new 3D finishes which are now aligned with the visual codes of the local Chinese market. The flow icon and the product benefits have gained more standout, highlighted by the background’s new gold wave which integrates the copy in a unified visual structure, creating a compelling message to appeal to consumers.”

 


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