Bring Eastern traditions and culture to a global platform.
Redefine Yunnan Baiyao through the analysis of macro trends and consumer archetypes in order to re-establish Yunnan Baiyao as a global industry leader in the health and wellness market.
2022 SP - 14 weeks
Yi Ding | Product Designr
Brand Strategy, Product Design, Packaging, UX
Evelyn Luu, Josse Slater | Graphic Designer
Visual Design, UI, Market Campaign
Brand Introduction
A time-honored Chinese brand founded in 1971, engaging in the research, development, production, and sales of modern medicine.
Main Market
Domestic (China)
Industry
Pharmaceuticals
Mark Sector
Health Care / Life Science
Ranking / Market Share
# 1 in China's TCM market (2021)
# 34 in global pharmaceutical companies (2021)
Performance Loss
in Market Sector
Low Market Growth
Lack of Popularity
in Foreign Market
Fierce Competition
Domestic biological medicine and anticancer medicine's research and development are surging, and Yunnan Baiyao is gradually lagging.
Now Yunnan Baiyao lives off its past gains, either the brand reputation or its star product ( toothpaste ).
Only 1 % of the distribution is in the international market, with a general lack of awareness from westerners.
80% of net profit is contributed by commodities. With many foreign brands around in the domestic market, Yunnan Baiyao is facing a huge red sea competition.
Research & Discovery
STEEPX (Macro Trends Research)
SWOT (Market Analysis and Opportunities)
Consumer Archetypes
Positioning Matrices
Strategy Process
I went through multiple research methods to understand current trends and market, gather insights, and discover opportunities for Yunnan Baiyao's future developments.
Key Insights
Consumers have a high demand for customized service.
Uprising of confidence power of the Chinese culture.
Environment Consciousness becomes a basic requirement for most brands.
Sandwich Generation has became the largest buying power on the healthcare market
AI is the potential solution to help the aging population
Yunnan Baiyao 2.0
Brand Attributes
Holistic
Well-Being
Wholesomely
Cultivated
Culturally
Integrated
Intuitively
Convenient
Environmentally
Conscious
Tailored
Experiences
Positioning Statement
Yunnan Baiyao integrates Eastern tradition into a modern platform with wholesome cultivation. We aim to create tailored experiences for each individual's commands while making sure to be intuitively convenient to ensure quality healthcare. Yunnan Baiyao believes in enhancing the relationship between humans and nature by being environmentally conscious of our brand and products. We care about developing a sustainable society, not just for our customer's holistic well-being but also for the earth.
User Personas
Age 28 | Early Majority
Startup Founder
NEEDS
-
Personal time for family members
-
Healthy body
-
Emotional Support
-
Financial Stability
Sean
Punk Yangsheng
Ming
Cautious Breadwinner
Age 61 | Late Majority
Re-employed senior nurse
NEEDS
-
Workload seperation
-
Supporting for the family affair
-
Provide strong backing for her kids
Concept
01. YUNYOU
AI Life Assistant
02. YUNZHI
Fashionable Health Monitor
03. YUNHUI
Health Monitor - eyewear
04. YUNSHAN
Herbal Meal System
05. Brand Visual Identity
Deisgned by Evelyn Luu, graphic designer.
A portable AI assistant serves as a life companion, providing indoor and outdoor life carings to empower users to live independently with a well-managed and healthy lifestyle.
01. YunYou 云友
PRODUCT BENEFIT
-
Motivate users to adopt a healthy living habit
-
Empower users to live independent and orderly
-
Strengthen your connection with your loved ones and community
-
Assist with daily tasks that you might not be as familiar with
Floating Charging Base
“Ionic Wind” Wing
Reflecting Strips
Speaker
Camera
Floating Charging Base
Voice-Operated
Screen / VR Glass Display
KEY FEATURES
INITIATIVE INTERACTION
-
Supports you in taking control of your social, mental, and physical wellbeing.
-
Tight bond with the user is like a shadow
-
Be your third eye, broaden your vision
02. YunZhi 云智
A fashionable health monitoring bracelet work for future communication. Alternative wearable for users to detect their health.
Detects:
-
Skin Temperature
-
Oxygen Saturation (SpO2)
-
Blood Pressure
-
Heart Rate
Fashionable, Organic, & Elegant
3D Hologram Display
Lavender
Herbal Mist
Steel Grey
2D Display
2D Display
03. YunHui 云慧
A health monitoring AR glasses works for future communication and is able to pair with the mini drone as your external vision.
Cameras on two sides
Sensor in nose pad
Glass
Alternative Display
04.
YunShan 云膳
Herbal Meal System
Customized Nutrition Meal Plan, a system that would help users adopt a healthy and balanced diet by customized medicine meal planning.
How it Works
Data Collection
Data Analysis
Diet Recommendation
Herbal Meal Canteen
Meal Delivery
YunLiao
App for health data collection through survey, self-filling, and taught diagnosis.
YunShan 云膳
Customized Nutrition Meal Plan
A system that would help users adopt a healthy and balanced diet by customized medicine meal planning.
In this system, users could have their own customized meal plan designed for them based on what nutrients they are missing from their body.
Herbal Meal Packaging
Herbal Soup
Bio-Plastic
Stainless Steel
Herbal Drink
Bio-Plastic
Stainless Steel
Food Container
Bamboo
Thermoplastic Resin
Sillicone
Fruit Container
Bio-Plastic
Stainless Steel
Dissolvable Tea Block
Seaweed Wrapper (Edible)
Herbal Ingredient
Bio-Plastic
Meal Delivery Robot
Herbal Meal Website
The website visual is designed by Josse Slater, graphic designer.
