Cigarette pack is the outer packing for cigarette, the design of which directly affect the sales of products as well as the economic efficiency of enterprises. Taishan (TS) is a cigarette product exported from Shandong Tobacco, which is aimed at foreign markets and consumers. The design style of the product meets the aesthetic and psychological demands of foreign consumers. Our main purpose is to figure out the western packing style. After a comprehensive investigation and research, it turned out that foreign consumers prefer simple and bright design style, for which we use a large area of color blocks and patterns in the form of signs to make it simple and easy.

Due to the difference between foreign and domestic consumer the aesthetic aspect, we adopt a simple design style for this pack. Single tone is used as the underpainting of cigarette pack, namely red means warm, boldness and passion; green means environment friendly, peace and vitality; black means solemn, mystery. The outer design of the underpainting joined by leather pattern style, making the whole cigarette pack simple yet sophisticated. The use of golden gradient in letter-"Taishan", echoed with the trademark, has formed large contrast with three kinds of underpainting, highlighting the brand logo and making it easy to identify.

At the beginning of the design, we made comprehensive research toward the foreign market and its consumers systematically, together with customer acceptance of the sample, there will be a good market prospect. It is expected to sell 25,000 units a year with sales income about RMB 10 million.

The success of Taishan (TS) originated from the value of the product itself, but more importantly promoted brand awareness, playing the role of a pacesetter in design style of exported cigarette. Its successful design and good market feedback have become the model and guide to other customers and laid foundation for the company to develop more customers for the next step.

Designer: Chen Hong with rich work experience Co-designed by; Wang Weifen, Zhou Jianli and Liu Yang

We focused on design and research and driven by innovation. We will continue to put emphasis on design, research and development, and comprehensively enhance the level of design and development.

Finish time: September 2016 Time of initial application; April 2017

The project has completed the earlier stage of design and gained user’s recognition through small test. The trial product will be available in the first half of 2017.