项目：韩奇卫生巾

服务内容：包装设计

时间：2024.3

项目背景

BACKGROUND

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随着人们卫生意识的不断提高以及生活水平的提升，卫生巾作为女性生理期必备品，市场需求量不断增加。中国卫生巾市场总规模已达到显著水平，并且每年平均增长率稳定在较高水平，显示出市场的强劲增长势头。消费者从早年可选的少量品牌到现今的玲琅满目，如何脱颖而出是当下我们去思考的问题。

女性消费者在购买卫生巾时注重产品的舒适性、吸收性以及透气性。同时，对卫生巾的安全性和卫生标准也有较高的要求。品牌知名度和美誉度、外包装设计以及产品售价等对消费者的购买决策产生着一定影响。

卫生巾市场主要分为传统棉柔巾、超薄巾和护翼巾三种类型。其中，超薄巾市场占据相对较大的份额，预计未来几年该市场份额将继续增加。

With the continuous improvement of people's awareness of hygiene and the improvement of living standards, sanitary napkins, as a necessity for women during their menstrual period, the market demand is increasing. The total scale of China's sanitary napkin market has reached a significant level, and the average annual growth rate is stable at a high level, indicating a strong growth momentum of the market. Consumers from a small number of brands available in the early years to the dazzling array of today, how to stand out is the question that we think about now.

When buying sanitary napkins, female consumers pay attention to the comfort, absorption and permeability of the products. At the same time, there are higher requirements for the safety and hygiene standards of sanitary napkins. Brand awareness and reputation, outer packaging design and product selling price have a certain impact on consumers' purchase decisions.

The sanitary napkin market is mainly divided into three types: traditional cotton napkins, ultra-thin towels and wing towels. Among them, the ultra-thin towel market occupies a relatively large share, which is expected to continue to increase in the next few years.

包装设计

PACKAGE DESIGN

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贵妃爱系列是韩奇卫生巾品牌旗下的一个品类产品，分日夜用，加长，护垫四个子品类。它的主要特点源于将传统卫生巾与艾草配方相结合，达到温经散寒、活血化瘀、消炎杀菌等多种功效。同时在独立包装内均配有消毒纸巾，解决很多女性在外更换护垫或卫生巾时身边无纸的细节痛点。

艾草卫生巾在功效上形成了品类的差异化，我们在提炼贵妃爱系列的形象包装设计时，重点考量了名称与符号（插画）的连结，以中国古代贵妃形象作为主要包装符号，在包装转角处延伸了画面，在货架陈列上达到横竖皆可传递贵妃形象的特点。加强产品在消费者心目中的识别度。

Guifei love series is a category of products under the brand of Hanqi sanitary napkins, which is divided into four sub-categories: day and night use, lengthening, pads. Its main features come from the combination of traditional sanitary napkins and moxa grass formula to achieve a variety of effects, such as warming meridians and dispelling cold, promoting blood circulation and removing blood stasis, anti-inflammation and sterilization. At the same time, sterilized paper towels are equipped in independent packaging to solve the pain points that many women have no paper when changing pads or sanitary napkins.

The efficacy of Ai Cao sanitary napkins has formed the differentiation of categories. When we refine the image packaging design of the imperial concubine love series, we focus on the connection between the name and symbol (illustration), taking the ancient Chinese imperial concubine image as the main packaging symbol. the picture is extended at the corner of the packaging, which can convey the image of the imperial concubine horizontally and vertically on the shelf display. Strengthen the recognition of products in the eyes of consumers.

完整的产品体系需要达到品牌/视觉/营销等端口的统一性和持续性，不断将其放大并推广，一切从产品根源开始，向内看而后再向外看，有了好的产品加上视觉与营销层面的加持，才是品牌的原生动力。

A complete product system needs to achieve the unity and continuity of the brand / vision / marketing and other ports, constantly enlarge and promote it, everything starts from the product source, look inside and then look out, with a good product plus visual and marketing blessing, is the original driving force of the brand.