Xihu Brand Double Probiotic Acidic Milk has successfully achieved a brand renewal in the functional yogurt sector by systematically upgrading its brand visual and packaging design. Through this upgrade, the century-old brand has successfully repositioned itself in the functional yogurt market. The rebranded product relies on the strong market foundation of Meilijian Dairy Group - the brand has gained the trust of nearly 1,000 primary and secondary schools, kindergartens, and over 300,000 households; the group's annual sales reach 1 billion yuan. Xihu Brand has been awarded the third batch of "Chinese National老字号" title jointly recognized by the Ministry of Commerce and other five departments， becoming a national-level certified century-old dairy brand.

Xihu Brand Milk belongs to Meilijian Dairy Group， whose headquarters is located in Hangzhou， Zhejiang Province. The brand's predecessor can be traced back to the Hanyongji Dairy Farm established in 1897 outside Wangjing Gate. In 1956， it was reorganized into the Hangzhou Milk Joint Enterprise Company， and the "Hangzhou Milk Company Dairy Factory" established after the reorganization was the only state-owned milk supply enterprise in Hangzhou. Through decades of operation and mergers and integrations， the company has now become a comprehensive dairy group integrating "grass， livestock， and dairy"， and covering "production， supply， and sales" in one chain. Meilijian is a well-established milk brand in Hangzhou and the surrounding areas， and has been awarded the title of "Zhejiang National老字号". In 2024， "Xihu Brand" was recognized as the third batch of "Chinese National老字号". The company now has three major dairy and processing bases in Deqing， Anhui， and Dunchuan， Jilin， and adheres to delivering milk to customers' homes by 6：45 every day， providing one-on-one milk管家 services.

This project is to create a new brand visual and packaging design system for Xihu Brand Double Probiotic Acidic Milk. The core objective is to help the century-old brand establish a differentiated brand identity in the rapidly growing emerging market of functional yogurt， by conducting packaging upgrades in a "marketing-oriented" rather than merely "design-oriented" manner， making the packaging a core marketing tool that clearly conveys value and persuades consumers. We have found that the packaging of traditional dairy brands often stacks numerous nutritional selling points， resulting in a lower efficiency of information transmission. Meanwhile， the "double probiotics" functional selling point of Double Probiotic Acidic Milk needs to be conveyed to consumers in a more intuitive and credible way. Therefore， we have established three design directions： Simplification： Using large symbols as the visual base， leaving clean and focused display areas for the product name and core functional selling points， making the brand information clear at a glance. Symbolization： Expressing the core functional selling point of "double probiotics" through symbolized graphics， intuitively conveying the technical endorsements of two national patents， reducing consumers' information acquisition costs. Trustification： Fully amplifying the authoritative backing of "Chinese National老字号" and the quality commitment of the century-old brand， using visual language to build consumers' brand trust. Through this design system that combines recognition efficiency and trust building， Xihu Brand Double Probiotic Acidic Milk has successfully stood out from traditional dairy packaging， reaching a new generation of consumers with clearer and more professional visual language， injecting strong design impetus into the brand's renewal journey.

西湖牌双益生酸牛奶通过系统化的品牌视觉与包装设计升级，成功实现了百年老字号在功能性酸奶赛道上的品牌焕新。焕新后的产品依托美丽健乳业强大的市场基础——品牌已赢得近千所中小学校、幼儿园，以及超30万户家庭的信任；集团年销售额达10亿元，西湖牌荣获商务部等五部门联合认定的第三批“中华老字号” 称号，成为国家级认证的百年乳业品牌。

西湖牌牛奶隶属于美丽健乳业集团，总部位于浙江省杭州市。品牌前身可追溯至1897年创立的望江门外韩永记牛场。1956年，改组为杭州市牛奶联合企业公司，成立后的“杭州牛奶公司乳品一厂”是杭州市唯一的国有牛奶供应企业。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 “浙江老字号” 。2024年，“西湖牌”获第三批“中华老字号” 认定。公司现布局浙江德清、安徽淮南、吉林敦化三大牧业及乳品加工基地，坚持每天6:45前送奶到家，提供一对一牛奶管家服务。

本次项目是为西湖牌双益生酸牛奶打造全新的品牌视觉与包装设计体系，核心目标是在功能性酸奶这一快速增长的新兴赛道中，帮助百年老字号品牌建立差异化的品牌识别，以“营销导向”而非单纯的“设计导向”去做包装升级，让包装成为说清价值、说动消费者的核心营销利器。我们发现传统乳制品品牌的包装往往会堆叠大量营养成分卖点，导致信息传达效率变低。同时，双益生酸牛奶的“双益生”功能卖点需要以更直观、更可信的方式传递给消费者。因此确立了 “简洁化、符号化、信任化” 三大设计方向：简洁化：以大符号作为视觉基底，为产品名称与核心功能卖点留出干净、聚焦的展示区域，让品牌信息一目了然。符号化：将“双益生”核心功能卖点以符号化图形进行表达，直观传递两项国家专利的技术背书，降低消费者的信息获取成本。信任化：充分放大“中华老字号”的权威背书与百年品牌的品质承诺，以视觉语言构建消费者的品牌信任感。通过这一兼具识别效率与信任构建的设计体系，西湖牌双益生酸牛奶成功从传统乳品包装中脱颖而出，以更清晰、更专业的视觉语言触达新一代消费者，为百年品牌的焕新之路注入了强劲的设计驱动力。