Meilijian Dairy Group is headquartered in Hangzhou, Zhejiang Province, and originated from Han Yongji cattle Farm outside Wangjiangmen in 1897. Through decades of business development and merger and integration, the company has become a "grass, livestock, milk" integration, "production, supply, marketing" one-stop comprehensive dairy group. Meilijian is an old milk brand in Hangzhou and its surrounding areas and was awarded "Zhejiang Traditional Time-honored Brand". We have observed that the packaging of traditional dairy brands will present many selling points of nutritional ingredients, resulting in low efficiency of information transmission to consumers. Therefore, when we do the milk packaging of the fresh care series, we want to start with three directions: concise, symbolic and emotional. With a large symbol cloud as the base, give the product name a clean area to emphasize the brand. The core function selling point is expressed with symbols, and creative ideas such as dropping milk and linking pens are used to add emotional feelings.

美丽健乳业集团总部位于浙江省杭州市，源自1897年望江门外韩永记牛场。通过数十载的经营发展与兼并整合，公司现已成为“草、畜、乳”一体化、“产、供、销”一条龙的综合性乳业集团。美丽健是杭州及周边地区的牛奶老品牌，被授予“浙江传统老字号”。我们观察到传统乳制品品牌的包装会呈现很多营养成分卖点，从而造成信息传达给消费效率变低。