Client:JD-Hommy
Service Categories:Brand design | Product serialization design | Product landing follow-up | Packaging design
Year:2020

Customer: Jingdong Jiabai
Service content: brand tone design | product series design | product landing follow-up | packaging design

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Background: Hommy,JD's own brand, was founded in 2015, which means "home and life". It is designed to provide high-quality homes for new middle-class consumers who love life and enjoy home life, provide life inspiration, and create a sense of design and security. and comfortable home space. This project is the entire brand case of the home series for it, including series tonal planning to product/packaging design.

Over the past few years, China has seen a surge in young consumers' interest in domestic brands and products that incorporate Chinese traditional style and culture, a trend known as “guochao ”. As “Guochao” becomes more and more popular with young people, I thought of using the new “Guochao” way, with more individual and youthful designs to help the brand upgrade.



Project time: Year 2020

Project Background: Jingdong's own brand, Jia Bai, was founded in 2015, implying "having a home and a life". It is specially designed to provide quality home for new middle-class consumers who love life and enjoy home life, provide life inspiration, and create a home space with a sense of design, security and freedom. This project is the whole brand case of home series made for Jia Bai brand, including series tone planning to product/packaging design. It is hoped that traditional household products will be upgraded visually to rebrand and attract young audiences.

In the past few years, young consumers' interest in domestic brands and products that integrate traditional Chinese style and culture has surged. This trend is known as the national trend.
As the trend of the national trend becomes more and more popular with young consumers, I thought of using the new national trend to help upgrade the brand with more personality and younger design.

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After two proposals, three series of proposals' selections, customer chose the series ① "minimalist character"as the tone of this series ,and extended it to a series of products such as paper towels, formaldehyde removal spray, formaldehyde removal paste, charcoal packs and so on. After product selection, series tonality control, product/packaging design, color matching, etc., it was finally launched. This complete design-production process has benefited me a lot.Thanks a lot for this cooperation.



After two proposals, the above three series of scheme selection, the final customer chose the proposal ① "minimalist characters" as the tone of this national tide series,
And hope to extend it to a series of household products such as paper towels and in addition to formaldehyde category products.


After layers of product selection-series tone control-product/packaging design-proofing-bulk production and other processes, this series of products finally came to the market.
Thank you very much for this cooperation, which has benefited me a lot.