小仙炖燕窝包装
Lanhe Group Brand Upgrade
燕窝是中国的传统滋补食品，传统炖煮的过程非常繁复。在小仙炖之前，鲜炖燕窝可以说是有“品”无“类”。宋朝是中国历史上的审美巅峰，在瓶型设计上，参考了宋代官窑钧窑的神韵，让传统思维与传统美学相结合，精准把握了时尚与传统的平衡点，以新颖有趣的将二者巧妙融合，传达出了一种“传统却不老旧，时尚却不媚俗“的气息。瓶型设计充分考虑产品的饮用的握持方式与使用场景，让“干杯”成为一种新型的燕窝食用体验。
在品牌标志的设计上，小仙炖标志保留了中国书法的气质韵味，对笔画进行高度的艺术化概括，如点、捺、撇及转折处理，并结合燕窝丝产品本身的特色加以圆角，以达成整体视觉的协调与和谐。燕窝作为传统滋补品，以往并不为年轻人重视，我们试图探索消费者的需求痛点，让燕窝成为便捷、时尚、可随时随地享受的新鲜、营养的滋补品，使传统滋补品焕发出新的生命力，目前小仙炖已经成为这个品类的领头羊。
Bird’s nest is a traditional Chinese tonic, and the traditional stewing process is complicated. Before Xiaoxian Dun, the fresh stewed bird’s nest market had long been in a state of “having a product category but no leading brand.” For the bottle design, we drew inspiration from the charm of Song Dynasty official kilns and Jun kilns, blending traditional aesthetics with modern design thinking to strike a precise balance between fashion and tradition, presenting a unique quality that is “traditional but not outdated, fashionable but not vulgar.” The bottle shape also fully considers grip and drinking scenarios, making “ganbei” (cheers) a new way to enjoy bird’s nest.
For the brand logo, we preserved the artistic spirit of Chinese calligraphy, highly abstracting the strokes—dots, sweeping strokes, and turns—and incorporating rounded corners inspired by the strands of bird’s nest to achieve overall visual harmony. As a traditional tonic, bird’s nest previously attracted little attention from younger generations. We focused on consumer pain points and reshaped bird’s nest into a fresh, nutritious tonic that is convenient, fashionable, and ready to enjoy anytime, bringing new vitality to traditional wellness. Today, Xiaoxian Dun has become a leading brand in this category.
