Yili

Intent

To elevate Yili Changqing Protein Time into the premium yogurt market, by disrupting category norms with sleek, indulgent design.

The challenge

In a crowded and competitive yogurt market, relying on taste was no longer enough to stand out. Yili Changqing sought to elevate its product offering by creating a high-protein formula — 9g per 100g — that would transition it from a mid-range to a premium brand. We set out to differentiate Changqing in a category dominated by uniform blue and white packaging and give the brand a high-end appeal that would help it succeed in a new market territory.

The idea

We began with a powerful insight: With the rise of health consciousness among Chinese consumers, yogurt has evolved into a “me time” treat. For consumers, the sense of indulgence comes from not just the taste but the whole experience, including the product appearance. With that in mind, we adopted a disruptive design strategy.

While competitors crowded their packaging with visuals, we embraced simplicity, showing only the rich, creamy texture of the product on the packaging. We extended this concept across key touchpoints, including compelling key visuals, e-commerce assets, and brochures.

Indulgence comes from the whole experience, including the product appearance.

The impact

With no investment in marketing promotion, design became the sole driver of sales for Protein Time. And it took the industry by storm as soon as it launched. In less than three months, sales exceeded 30 million RMB, and growth continues today. The distinctive packaging has caught the attention of top influencers, sparking buzz across social media and enhancing Chongqing’s brand value. Protein Time was recognized as a “noteworthy” product in an annual evaluation of the Chinese yogurt industry, cementing its success.

Sales of RMB30 million in less than three months