Zhenlong Haiyun Middle is a cigarette product for the high-income group, and the design style of the outer package attempts to highlight the aesthetic features and fashionable taste of the target users. Royal blue is adopted as the main color of the product and the golden dragon playing beads as the visual core. Combined with the new Fresnel lens process, the spatial sense in the center of the picture is infinitely stretched, forming a strong visual impact, showing the extensive view of the golden dragon galloping about the sea.

Zhenlong Haiyun Middle package seeks emotional satisfaction and resonance and shows a majestic, stunning, and highly recognizable overall style, through a combination of imagery and colors with Chinese characteristics. The royal blue background color ensures a noble and elegant first impression, and the golden dragon logo and dragon pattern are majestic, which meets the expectation of high-income users for high quality.

Zhenlong Haiyun Middle strongly enriches the “Haiyun” series of products, adding fashion and dash to this well-established brand, creating a “Haiyun phenomenon” in the national high-end cigarette competition, especially in the Guangxi market, where it heads in the list of successful candidates. Newly-developed products continue to improve the reputation of the series among high-end users and continue to expand its share of the high-end market.

Zhenlong Haiyun Middle enriches “Haiyun” series and dynamically explores a way to adapt to the new age and meet the favor of emerging consumer groups. Plenty of brand consulting, planning, marketing, media and retailers also gathered in Nanning to conduct a seminar on the “Haiyun phenomenon”, making it as an exemplar case.

In the development process, Guangxi Cigarette Technology Center took the lead and combined the marketing center, brand marketing consulting, and design and printing team. Starting from market research on the price range of the new product, they decided the overall development strategy. After several rounds of design and process evaluation by a number of designers from the Minong design team and technical staff, a product that leads the market demand is created.

First is the innovation of project management, the overall development is coordinated and managed by Guangxi Cigarette Technology Center, forming a development mode of both competition and cooperation to achieve complementary advantages and continuous innovation. Secondly, the innovation of targeted development, it adopts the mode of “planning first and targeted development”, the development strategy is proposed by planning and research personnel, and then the best plan is picked through the integration of cross-city and cross-group development teams, multiple rounds of internal evaluation, and continuous evaluation.

Benefiting from the innovation of project management of “planning first and targeted development”, the overall development is efficiently promoted from research, strategy development, multiple rounds of design review, technique review, market research, to finalization, the overall process is monitored within one month.

The successful design of the Zhenlong Haiyun Middle is not only the value created by the product itself, but also the increase of brand awareness and reputation. The development of this new product aims to continuously expand and enrich the product matrix of “Haiyun” series, and follows the strategy of “innovation-first” on the packaging, cigarette stubs and internal quality, and constantly upgrade it from all aspects, so as to achieve the internal and external purposes.