Interview about Yunnan Baiyao Children Toothpaste, winner of the A' Packaging Design Award 2023
The cloud baby IP image created by combining the brand characteristics of Yunnan Baiyao can not only create unique emotional contact with consumers, but also establish communication between mother and baby. The packaging meets the requirements of horizontal and vertical shelf placement. The strawberry toothpaste box design can be assembled into a larger strawberry graphic symbol to form a more intuitive communication. The combination of pinyin and strawberry graphics in the background and the design of the brand is as easy as a child's painting.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe creative journey began with a deep dive into Yunnan Baiyao's legacy of trust, tradition, and innovation. We wanted to craft a character that would resonate emotionally with both children and their parents while maintaining the brand's heritage. The "cloud baby" was inspired by the soft, gentle imagery of clouds—symbols of care, purity, and lightness. We also explored cultural motifs tied to the brand's Chinese roots, balancing them with a modern, whimsical aesthetic to ensure broad appeal. Collaborative sessions with child psychologists and focus groups involving young families allowed us to fine-tune the character's expressions, ensuring that it would evoke a sense of comfort, playfulness, and reassurance.
The decision to use PLA was driven by a commitment to environmental responsibility. As parents increasingly prioritize sustainability, it was crucial for the packaging to align with these values. This material choice influenced not only the structural design but also the aesthetic decisions—soft, natural textures and muted color palettes were chosen to communicate the eco-friendly essence of the product. Additionally, we wanted the packaging to set an example for other brands in the category, showcasing that high-quality, engaging designs can also be environmentally conscious. The biodegradability of PLA added another layer of storytelling, reinforcing the brand's message of nurturing both children and the planet.
Modernizing the product involved striking a delicate balance between tradition and contemporary appeal. We conducted extensive research into the preferences of millennial and Gen-Z mothers, focusing on their desire for products that are safe, stylish, and engaging for their children. While retaining the trusted logo and core brand elements, we introduced playful, modern illustrations and an approachable cloud baby character to make the product feel fresh and relatable. Additionally, we emphasized clean, simple typography and vibrant yet harmonious colors to reflect a youthful energy while maintaining the premium feel associated with Yunnan Baiyao.
The interactive packaging was inspired by the idea of fostering a deeper connection between children and the product. We wanted to create a design that went beyond utility, engaging young consumers and their parents in a playful, creative experience. The strawberry assembly concept encourages collaboration and play, turning the packaging into a mini game. This approach not only enhances brand recall but also reinforces the association between the toothpaste flavor and its visual representation. It transforms mundane packaging into an engaging tool for family bonding, reflecting our goal of making brushing teeth a more enjoyable and memorable activity.
The children's drawing style was deliberately chosen to evoke a sense of familiarity and warmth. These illustrations tap into the creative, imaginative world of children, making the packaging relatable and inviting for young users. For mothers, this style rekindles nostalgic memories of their own childhood, creating an emotional bridge between generations. By celebrating imperfection and spontaneity, the illustrations communicate authenticity and joy, encouraging parents and children to embrace the product as part of their daily routine. This artistic choice not only reflects the brand's playful ethos but also humanizes the packaging in a way that resonates deeply with families.
Retail versatility was a priority in the design process, as we understood the diverse shelving practices across stores. The design incorporates dual layouts for horizontal and vertical display, ensuring that key branding elements, like the cloud baby and product name, remain visible and impactful from any angle. We achieved this by strategically positioning graphics and typography to create balance and symmetry. This flexibility not only improves shelf presence but also simplifies stock management for retailers, ultimately enhancing the product's marketability.
The cloud character’s facial expressions were crafted to appeal to a wide age range. For toddlers and younger children, we used cheerful, exaggerated expressions that convey warmth and playfulness. For slightly older children and parents, subtler, more nuanced emotions were introduced to foster a sense of relatability and trust. Consistent design elements, such as soft curves and harmonious color palettes, ensure that the character remains cohesive across all expressions. This versatility helps the brand communicate effectively with diverse audiences without losing its core identity.
The accelerated timeline was managed through meticulous planning and seamless collaboration. We began with a well-defined brief and leveraged agile methodologies to ensure efficiency at every stage. A cross-functional team of designers, illustrators, and production specialists worked in parallel to expedite workflows. Regular communication with stakeholders and rapid prototyping allowed us to make quick, informed decisions. Additionally, our prior experience with children's product packaging provided a strong foundation, enabling us to anticipate challenges and deliver a high-quality design within the tight deadline.
The design reflects a shift towards more interactive, emotionally engaging packaging in children's products. By combining sustainability, playful visuals, and functional versatility, it addresses modern consumer demands. The cloud baby IP and interactive strawberry concept set a new benchmark for creativity, while the use of eco-friendly materials aligns with growing environmental consciousness. This holistic approach not only positions Yunnan Baiyao at the forefront of packaging innovation but also redefines what consumers can expect from children’s product design in terms of both form and function.
My advice would be to start by deeply understanding the brand's core values and heritage. Use these as a foundation to build a design that resonates with contemporary audiences. Embrace modern trends, such as sustainability and interactivity, but ensure that every choice aligns with the brand's identity. Engage with your target audience through research and feedback to understand their evolving preferences. Most importantly, create designs that tell a story—one that connects emotionally while maintaining the authenticity that built the brand's legacy. Balance innovation with respect for tradition, and the results will speak for themselves.
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