Keep my 30-year-old youth and beauty. Miss Seesaw is a beauty care product exclusivley for 30-year-old women. Its purpose is to get close to the inside of the cosumers, and accompany females to take good care of their inside and outside. Their self-confidence and beauty will be refined along with the time. With a quite specific brand positioning, the brand is named Miss Seesaw because we try to balance the body and life, and also because it is a nutrition and healthcare brand for females only. The overall image is based on the original idea for taking care of female consumers. The logo combinies the first letter of the brand, M, and the shape of love. It forms a smiling face of a girl. In addition, its drawing style is young and simple, which respresents a 30-year-old woman with a helthy body and smiles on her face who continues to live a wonderful life.

Since the brand positioning of Miss Seesaw is very specific, when the overall brand packaging is planned and designed, the idea is based on the brand positiong; that is, the four major components: 30-year-old women, youth, beauty and balance. It is hoped that this design can convey the concept that Miss Seesaw is eager to become the private butler for taking care of female bodies. Also, the logo combines the first letter of the brand, M, and female facial expressions as the visual language. The aim is to create an attractive and friendly facial expression of a female, and to clearly convey the value and core of the product positioning via packaging. As to the structure of the packaging box, we also use the idea of making the two-layer package in order to add fun to the design and to distingush the product. In addition, we also include warmhearted words at the bottom of the box, which consumers can read when they finish the product. In terms of matierls, for getting close to convey the brand idea, we chose ordinary paper without flowery lines or complicated designs, which can in turn get closer to the 30-year-old female consumer’s idea of life.

Miss Seesaw has gone viral since it was introduced on all the major Internet platfomrs. Because of its specific product positioning and the overall visaul design of the product, it is not only sold like hotcakes in all major markeing channels, but also introduced in the TV program of the Taiwan Formosa TV Station. In addition, magazines like Business Weekly, Global Views Monthly and Elle, had introduced the star product of Miss Seesaw, Ceramide. The overall brand package of Miss Seesaw participated in the 2017 design competition held in Milan, Italy, and won the bronze in the category of packaging design.

The major difference between Miss Seesaw and other similar products in the marktet is that products of this brand are not produced by outsourcing manufacturers. Instead, they are made by the pharmaceutical factories that have devoted to the development of feamle-related healthcare medicine for a long time. In view of the consumers’ demands in the market, the brand, Miss Seesaw, was established. Among a variety of healthcare food, the introduction of Miss Seesaw targets healthcare for the 30-year-old females, and provides the most appropropriate healthcare suppliments to the women with physical differences before and after 30 years old. In addition, Miss Seesaw has obtained professional and secure certified technique, and investigated in depth the causes of females’ physical imbalance. Our care for the females is turned into the basis of balance. We uphold the principle of just the right amount to carefully select the ingredients. Other than that, interesting ideas of life are integrated into the product. It is hoped that based on the balance idea of seesaws, the 30-year-old females who are busy at work and in life can better understand the important balance concept of physical healthcare through Miss Seesaw.

The brand design of Miss Seesaw is conducted by the product planning specialist of Existence Design Co., Ltd. and the team members in the design team to communicate with customers. The main participants are the brand chief supervisor, Huang Yu-Tin, and the planning department responsible for anlysis of brand planning and integration of design ideas. The design chief supervisor, Yang Bin-Tsann, and the design department are in charge of creative design development and extension of visual construction. In terms of the clients, the planning department, development departmnet and salespersons inside Miss Seesaw as well as design partmers of Existence Design Co., Ltd. discuss together the direction of implementing the design.

In the past, the product design mainly focused on the technological elements. There was, as a result, a huge distance between customers and the product. The customers felt that they were taking medicine. With creative advertisement, selction of color and delicate design ideas, the product and custoemrs can get closer. More age groups and ethnic groups can become the target customers of healthcare food. Miss Seesaw was designed as a product for a variety of market channels. At that time, in order to maintain the simple package of products, and to innnovate and change at the same time, we introduced the concept of two-layer boxes. Also, in oder to keep the structural safety and strength, we spent a lot of time communicating with clients. At last, the package with functions and design ideas was produced, which can accurately show the packaging model most approriate for Miss Seesaw.

Over 90,000 packages of the star product of Miss Seesaw, Ceramide, were sold within 11 months since its introduction. The product series of Miss Seesaw had a turnover of up to NT$300,000 a day. Netizens gave 91 out of 100 points for the customer satisfaction and repurchase intenstion of the product after taking the free sample.