Innovative Value: In November 2013, Baiqueling stood out among nearly 4000 works selected and sent by 488 well-known enterprises in Greater China. Its Tianyuan local bottle design was professionally reviewed by 57 well-known professionals including CEO of Leo Bergna China Group, Chief Creative Officer of McCann Hong Kong, Marketing Director of L 'Oré al China, Executive Creative Director of Shengshi Great Wall, Executive Creative Director of Weimen China, etc, won the gold medal of Asia's largest advertising creative reward investment product design group.

User pain point: after 6 years of precipitation, "heaven round place" has become the design philosophy of the whole series of products of the gazelle, carrying the philosophical expression of the brand of the gazelle. However, "Tianyuan Place" has gradually shown its limitations in brand development, new product series launch and image application, and channel terminal display.

Design inspiration: inspiration from the designer's understanding of corporate humanities, the original design concept, from the unique structure and temperament of the company. At that time, the designer concluded that Baiqueling Company had a characteristic, "the people who make products are relatively rigid, and the temperament continued from the state-owned factory, and the brand people are relatively soft." This kind of rigid and soft temperament inspires designers to have the design concept of a round place with a square outside and a round inside, and a round bottle with a lid.

Product strategy: herbal essence can be gathered in heaven and earth. from the perspective of bottle shape and contents, the design of "heaven and round place" of sparrow antelope follows the ancient understanding of the universe, combines the five elements of celestial bodies and the five energy polymers of the earth, and embodies the thought as concrete, just like the herbal essence of heaven and earth and five elements can be gathered in the heaven and round place.

Solution:

1. Eastern philosophy emphasizes "one mind and one thing", and "one yuan philosophy" is the most representative philosophical thought in the East.
It is in line with the inheritance of Oriental culture by the gazelle.

2, the sky is round and the place is one and two, is the heart of separation, is the comparison
Chinese Zen is a kind of roundabout way, so we emphasize the boundless and unlimited design.