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Dragon Rouge

Boutique Agency | Shanghai

Packaging Design for Mengniu Deluxe Ice Cream

Mengniu Deluxe, Defining Premium Ice Cream in China
Deluxe is a premium sub-brand of Mengniu, one of the Top 10 Global Dairy Companies. Launched 10 years ago, Deluxe has always been committed to creating premium ice cream proudly made by Chinese. In 2017, Deluxe takes a big step forward by rolling out an all-round upgrading to its products, packaging and sales channels.

Product Upgrade
Boasting the vast golden prairie of Mengniu, Deluxe has abandoned the traditional way of making ice cream from milk powder and only uses high-quality pure milk as main ingredient. The result is a creamy ice cream with rich nutrition and finest ingredients carefully selected from around the world.

Packaging Upgrade
Dragon Rouge was appointed to provide packaging design for Deluxe. We did a design audit on the existing packs to understand which assets to retain and which to improve, and explored ways to dial up premiumness - a more luxurious and appealing look and feel, emotional resonance with target audience, clearly differentiated colors, and a strong family look. Based on the consumer understanding, we came up with the creative concept that leads to the master packaging design and design adaptation to other product lines. For the RTBs, we designed a consistent icon system that highlighted "Pure Milk" plus finest ingredients.