GUOXIAOFAN
果小凡

ART DIRECTOR: Guang Yu / Nod Young
DESIGNER: Xu Mingru / Feng Shiwen
YEAR: 2023  
CLIENT: 百瑞源

Known as the "red treasure", wolfberries originated in China and have a long history of medicinal use, and now it is gradually being recognized worldwide for its unique nutritional value. As we all know, the best quality wolfberries come from Ningxia, China. As a leading enterprise in wolfberry processing in Ningxia, Berylgoji  is also a top brand in the wolfberry industry. In recent years, with the introduction of advanced digital production lines and the shift to intelligent automated production, Berylgoji  launched the "lock fresh wolfberry" under the sub-brand "Guo Xiaofan" . This wolfberry pulp, with its easily absorbed small molecules and convenient packaging, not only modernizes the traditional way of consuming wolfberries but also appeals to a younger generation of health-conscious consumers. In particular, the set of "early red and late black" wolfberries, has become a popular choice among the younger generation seeking health benefits.

In the design process of Guo Xiaofan, we focused on reshaping consumers' perception of wolfberry products. Traditionally, wolfberries are seen as dry and rough, but fresh wolfberry pulp is fresh and juicy, which is a subversion of the traditional impression. We aim to introduce a plump,fresh, and vivid image of the wolfberry, which not only meets the design needs of the innovative "lock fresh wolfberry" category, but also meets the general recognition of consumers for "high quality, true nutrition and great taste". To achieve this, we placed a huge, fresh wolfberry on the packaging to strengthen the product’s image and entice consumers. The text is designed to follow the contours of the fruit, creating a visually appealing structure that reinforces the freshness and deliciousness of the product.

From the perspective of design style, Guo Xiaofan is modern, pioneering and bold, but in terms of conveying product characteristics, it also upholds the common simplicity and straightforwardness in traditional narratives. The story of Guo Xiaofan is direct and unembellished, using the pure and essential image of fresh fruit to capture consumers' attention and emphasize the tenderness and freshness of the wolfberry itself.

有“红宝”之称的枸杞原产于中国，它拥有悠久的药用历史，如今凭借独特的营养价值逐渐走向全球。众所周知，品质最为优异的枸杞出自中国宁夏，作为宁夏本土枸杞深加工的龙头企业，百瑞源也是枸杞行业的领军品牌。近年来，随着高端数字化生产线的导入和智能化自动化生产模式的实现，百瑞源推出了“锁鲜枸杞”新品“果小凡”枸杞原浆，其小分子易吸收的优势与方便携带的特点，不仅更新了枸杞传统的食用方式，也收获了一众更为年轻的消费群体。尤其是套装“早红晚黑”，成为追求健康的年轻一代首选的枸杞消费产品。

在果小凡的设计过程中，我们始终思考如何能够重塑消费者对于枸杞产品的认知。以往，枸杞在大众脑海中的形象是干瘪粗糙的，而枸杞原浆则是新鲜多汁的，是对传统印象的颠覆。我们希望推出一个新鲜、圆润、多汁甚至明亮的枸杞形象，不仅满足了创新品类“锁鲜枸杞”的设计需求，也契合消费者对于“高品质、真营养、好口感”的普遍认知。为此，我们将一枚巨大的、新鲜的枸杞放置在包装上，强化新鲜枸杞形象的同时激发消费者对产品的食欲；文字的设计是紧贴果实轮廓的，如此营造出一种饱满的视觉结构，更加强化了锁鲜、可口的产品优势。

从设计风格的角度来看，果小凡是现代的、先锋的、大胆的，但在产品特质的传达方面，它又秉承了传统叙事里的常见的朴素与直白。果小凡的“故事”本就如此质朴无华，借助最为本质纯粹的果实形象，我们让消费者的目光就聚焦在那颗真真切切、水嫩新鲜的枸杞身上。