Packaging Strategy & PI

Redesign the packaging identity system to convey product value.

Through in-depth interviews with 32 consumers, 12 expert interview, market research, PESTEL and competitor analysis, we identified packaging identity for 6 product category, including cosmetic, skincare, health food, electric and household.

Service

CX Strategy Product Design

Industry

Consumer Health Care

Client

无限极(李锦记旗下)/Infinitus (part of Lee Kum Kee)

Role

Project Lead, User & MarketResearcher, Packaging Strategy Planer, Packaging Designer, Workshop Planer & Moderator

Background

Infinitus is a member of the Lee Kum Kee Health Products Group, established in 1992. The challenge lies in the mismatch between its diverse product packaging and value positioning amid continuously evolving consumer demands, necessitating a system-wide packaging refresh.

Method & Outcome

The project objectives began with business strategy research to develop packaging design strategies and product identification manuals for 6 brands and 20 product lines, establishing a systematic management framework for product design.