YeShu Packaging Redesign

2020

Adobe Illustrator
Adobe Photoshop
Adobe Dimension

The packaging of YeShu was redesigned collaboratively by Angela Lam and Ming Zhao.

YeShu is a coconut juice brand that was created by Coconut Palm Group Co. Ltd. in Haina, China in 1988. Although the beverage has existed for a long time, its packaging design has remained the same since the beginning of the brand. Although the current packaging may not be aesthetically-pleasing, the current consumers residing in China do not mind it because they already recognize its iconic vibrant colour scheme.

However, if YeShu were to be marketed to new consumers in foreign countries where Chinese may not be a widely spoken language, many individuals would not immediately understand the contents that are housed within the packaging. Therefore, even though the current packaging design of YeShu is a success in China, the same overwhelming vibrant visuals may be its downfall. As a result, we came to the conclusion that YeShu’s packaging can be significantly improved in order to attract new foreign consumers, without alienating its existing consumers.

Despite the fact that reintroducing YeShu into the Canadian market would mean that there would be a completely different target consumer, we made the decision to keep the essence of the original packaging as it helped the product stand out from the rest of the competition consisting of other coconut juice brands.


Disclaimer: I am not affiliated with YeShu.