Zhongjing Wanxi Pharmaceutical is a benchmark enterprise of Chinese medicine in China, and a pioneer in the industrialization and modernization of traditional Chinese medicine.
With the pharmaceutical concept of "good medicinal materials, good medicine", the company mainly produces more than 100 kinds of proprietary Chinese medicine products such as "Zhongjing" brand Liuwei Dihuang Pill, Qiaoyao Pill, Gui Spleen Pill, Huoxiang Zhengqi Pill, Huanglian Shangqing Pill and so on.
In 2021, Sixi served Zhongjing Wanxi Pharmaceutical and upgraded the packaging of its products.
Zhongjing Wanxi Pharmaceutical product structure is complex, a large number, how should the product packaging be designed to highlight product identification and strengthen brand recognition?
Step 1: Clarify the product structure
Sixi uses the product structure of "cognitive products + supporting products + peripheral products" to clarify the product structure for the representative brand of Chinese famous drugs "Zhongjing", so that the products are in place.
In doing so, it is conducive to the enterprise's top-down clarity of work center and consistent adherence, avoiding the grasp of eyebrows and beards, following the hot spots of the market and wavering.
- Cognitive products: to solve the core pain points of users, the most reflective brand differences and characteristic advantages, describe brand positioning, establish unified cognition, new customers often recognize the brand from the cognitive product.
- Supporting products: products that strengthen and supplement cognitive products around user pain points. However, it is not excluded that the roles of the two will be exchanged with the development and change of the category.
- Peripheral products: products developed to meet the other diverse needs of users, convenient for consumers to choose, but also to increase the marginal income of enterprises.
Cognitive products are among many products, which can best reflect the advantages of brand differentiation and characteristics.
It is not only a product, but also a service, a business, a sector, a tactic, a feature, and so on.
Cognitive product = brand positioning, is the most concentrated and thorough display of brand recognition, is the core lifeblood of the enterprise, C position is responsible!
In addition to cognitive products, how should other products be located?
According to the close and distant relationship with cognitive products, these products are placed in the two arrays of "supporting products" and "peripheral products", and together follow and hold the brightest star of cognitive products.
Image from Dr. Tan's "Cognitive Warfare"
Liuwei Dihuang Pill is a cognitive product of Zhongjing brand.
Liuwei Dihuang Pill, derived from the kidney tonic formula of the medical saint Zhang Zhongjing, is the classic inheritance of Zhongjing Chinese medicine, and is an earlier and more product that customers have contacted.
Guifu, Zhibai, Mingmu, Qiju, Wheat flavor five kinds of dihuang pill series, is a supporting products.
It focuses on user pain points to strengthen and supplement cognitive products, complementing and complementing Liuwei Dihuang Pill with high correlation.
In the future, as the development of the category changes, they may also have roles to be exchanged.
Huanglian Shangqing Pills, Huoxiang Zhengqi Pills, Clear Heat and Detoxification Oral Liquid, etc., are peripheral products.
It is a product developed to meet the other diverse needs of regular customers.
It not only enriches the diversified consumer demand of old customers, facilitates their choice, but also increases the marginal income of enterprises.
Step 2: Design the product packaging template
After the product structure is clarified, how should each sequence of packaging be designed, which can not only highlight the strategic positioning of cognitive products, but also help to establish a hierarchical packaging paradigm, clear and unified brand recognition?
"Cognitive Product" Design Principle: Strengthen brand identity
Liuwei Dihuang Pill is the first representative of the Zhongjing brand, is the concentration of corporate resources, packaging design to highlight the brand identity: brand name, brand logo and visual symbols.
Therefore, the red logo composed of the brand name "Zhongjing" and Zhang Zhongjing's character illustrations highlight the amplification, and the product name is highlighted and enlarged by the white characters on a red background, so that the Six Flavor Dihuang Pill and Zhongjing are visually in the same vein.
When customers see Zhongjing, they can think of Liuwei Dihuang Pill; When you see the Liuwei Dihuang Pill, you can think of Zhongjing.
"Supporting products" design principles: relatively weaken brand recognition, strengthen product identification
Customers who consume five types of Dihuang Pills, such as Mingmu, are old customers who have previously consumed Liuwei Dihuang Pills.
In order to facilitate the on-demand choice of old customers, the visual style and plate style of five dihuang pills such as Mingmu are close to cognitive products, but the brand visual recognition is relatively weak in cognitive products, strengthening its own product recognition.
Zhongjing brand information, play a role in trust endorsement, packaging must have.
However, in order to distinguish it from the cognitive product and at the same time highlight the product itself, adjustments are made in two places.
First: Logo color, abandon the commonly used red, transform the brand information and weaken the color.
Second: the background color of the product name, the color that reflects the characteristics or function of the product, is consistent with the logo color, and plays a prominent role in product identification.
"Peripheral products" design principle: further weaken brand recognition, further strengthen product identification
Customers who consume peripheral products such as Huanglian Shangqing Pill and Qiaoyao Pill come from Liuwei Dihuang Pill and other Dihuang Pills.
As regular customers, they are familiar with brand information. The brand message is further weakened, and it can be used as a trust endorsement.
Therefore, the brand logo, reduced in the upper right corner, Zhang Zhongjing character, logo has been, directly removed.
Under the premise of maintaining the visual style of the brand, the design of the cover layout of peripheral products should be moderately differentiated.
Sixi uses the upper and lower contrast design, which is obviously separated from cognitive products and supporting products, and the product name is centered in black, so as to create a hierarchical product echelon.
Through the combing of the product structure, the product level is clear and the position is clear.
On this basis, in accordance with the design principle of "cognitive products + supporting products + peripheral products", design and establish packaging templates, and each product can be designed according to its own model.
More importantly, the design principle of "cognitive products + supporting products + peripheral products" is adopted, which brings many benefits to enterprises:
1. The packaging design is no longer diverse, the product image is basically unified, and there are differences in commonalities.
2. No matter how many products there are, packaging design has principles to grasp, there are rules to follow, and the design is more effective with half the effort.
3. Product packaging image specification, external is conducive to the establishment of a clear and unified brand recognition; Achieve diversified operation internally and create greater marginal benefits for enterprises.
If your business also exists: the product structure is not clear, hesitate to cut or stay; Too many products, packaging does not know how to design; Product packaging image is not uniform, causing interference and confusion to brand cognition and other similar problems, I look forward to this article Zhongjing Pharmaceutical's multi-product packaging practice, can bring you some inspiration.