Aimed at catching the eyes and heart of customers at first sight with unique design, we started from the packing structure. Despite the existing and unchangeable shape, we tried to explore the connections between Prisma and milk. Based on the frontal bulge of Prisma that resembled a cow’s face, we conceptualized and modeled the whole package into a cow. Besides, the breaking angles on the side made perfect ears. You may have encountered many animal-shaped packages, but this is probably the most natural match you ever see. We also designed a two-pack outer package for physical shops, whose hand strap functioned also as the fixation band of a VR headset. Thus, you may easily fold the package and transform it into a cow VR headset that makes you look like a lovely cow once you put it on.

An intriguing structure is not all. One challenge is to create a cute yet elegant image. In the earlier stage, we developed three facial expressions for the cow where we artfully arranged the dots according to the structure. In order to highlight elegance, we applied metallic texture in the details of hair, and represented the hair in different brightness with the silver background variously visible. The cow’s hair looked rather vivid against light.

The product ran wild once hitting the market. Almost all online comments referred to admiration for the package, and many customers even said “we will buy it whatever is inside”. Many photos were uploaded showing DIY decorations on this package, making a frenzy of secondary transmission online. This design has been awarded with Pentawards Gold (Belgium), the Best Diary Product Package of The World Diary Industry Forum and IF Award (Germany), marking the first internationally recognized innovative design of Chinese diary industry and increased the influence of Mengniu. Its annual sales reached RMB 60,000,000 for physical shops alone.