When it comes to innovation in domestic food packaging, one brand simply cannot be overlooked: Nongfu Spring. Its products have repeatedly won the Pentawards—often dubbed the “Oscars of packaging design.” Netizens even jokingly refer to Nongfu Spring as a “design company.” Moreover, its performance has continued to climb, steadily rising from RMB 5.2 billion in 2010 to RMB 15 billion in 2016. Yet not every company can achieve such success. Some firms invest just as heavily in product innovation and both product and packaging, yet still struggle to deliver comparable results.

　　Does packaging design innovation also have its own “first principles”? At present, very few people seem to be exploring this question. Just as Al Ries sought the first principles of marketing—drawing inspiration from Darwin’s *On the Origin of Species* to write *The Origin of Brands*, which elucidates the principles underlying brand creation—might there likewise be discernible patterns governing innovation in packaging?

　　Good design is enduring.

　　Dieter Rams, a leading figure of minimalism, said, “Good design is durable.”

　　How did our ancestors drink milk? Actually, perhaps even our grandparents never had milk as children. It’s only now, with the widespread popularity of Tetra Pak cartons and pouches, that we’ve come to take the taste of milk for granted. The Tetra Pak may not be a work of art, but it has undeniably transformed our lives, bringing convenience to billions around the world over more than half a century—doesn’t that perfectly embody the principle that “good design endures”?

　　When it comes to packaging design, consumers often associate it first and foremost with “beauty,” yet “convenience” and “quality” are equally indispensable—indeed, they may even take precedence over aesthetics. Moreover, packaging design has never been divorced from craftsmanship.

　　For brands, the ultimate goal should be both profitability and longevity. Longevity is of great importance: it ensures stable revenue streams, while also enabling cost control—something that seems to be a constant concern for all brands today. Achieving this ultimate objective is not always straightforward; before we can distill a clear approach, let’s first examine which products we consider successful in terms of packaging design.

　　In line with the principle of “both profitability and longevity,” as a consumer, there may not be many brands whose packaging design you truly appreciate and that inspire you to make repeat purchases.

　　The illustration design is enchanting; the four seasons of Changbai Mountain remind us that water originates there, and the imagery, steeped in a fairytale quality, further conveys purity. Yet the real reason I keep coming back to buy this product is its cap—truly a breakthrough. It may be the first in China to feature an innovative bottle‑cap design that allows one‑handed opening and closing, while ensuring no water spills even when the bottle is tilted or turned upside down, making on‑the‑go drinking far more convenient.

　　I first laid eyes on Evian Fruits & Plants online and was instantly charmed. Its shape and color together convey an image of cuteness and softness. I’m sure many consumers, like me, have already been won over by nothing more than this packaging. Beyond the captivating, artful new design, the brand’s long history—spanning over 200 years—and its parent company, Danone, further bolster consumers’ trust in Evian.

　　Why is it a package rather than a product? Because this packaging embodies so many products—too numerous to list.

　　“Earth Water” itself doesn’t have any particularly remarkable taste, but what really sets it apart is its tech‑savvy packaging: a diamond‑cut bottle with a comfortable grip, featuring an ergonomically designed shape and convenient on‑the‑go drinking. When I learn about the thoughtful, human‑centered science behind its design, even sipping the water feels that much more premium.

　　Subsequently, it was discovered that a large number of products on the market were using this packaging—most notably Vita Coco, the globally popular coconut water brand, which also built its success on Tetra Pak’s “Drinking Cup” format. Today, more than 50% of coconut water sold worldwide (with the actual figure likely even higher) is packaged in Tetra Pak containers.

　　Hi! Milk

　　If you feel that being confined to designing solely around the Tetra Pak carton severely limits your creativity, perhaps your imagination just needs a little more room. Mengniu’s “Hi! Milk” has built an entire brand journey around this very package. I haven’t tried it myself, but at first glance, it’s already incredibly compelling. What do you think?

　　The successful packaging designs discussed above allow us to summarize how packaging influences individual consumer decision-making.

　　Four Key Elements for Building a Long-Lasting Product

　　If we liken a product to the mutual attraction and trust between people, the phrase “attracted by looks, captivated by talent, loyal to character” couldn’t be more apt. “Looks” draw consumers’ attention, substance resonates with them, and quality fosters lasting loyalty.

　　First, the essence of packaging is determined by the essence of the brand.

　　Packaging design is both a tool and an extension of the brand, which means that the essence of packaging stems from the brand’s core identity.

　　No product’s packaging design can exist in isolation from the brand itself. If the brand lacks depth and fails to tell a story that resonates with consumers, the packaging becomes little more than a castle in the air—no matter how exquisite the design, it ultimately amounts to an art piece divorced from its context.

　　Why do we say that “Guilin’s landscapes are the finest under heaven” and that “after seeing the Five Great Mountains, no other mountain seems worth a second glance”? It is the pen of the literati that imbues products with cultural power, thereby multiplying their value. When products compete on an equal footing in terms of quality and functionality, culture plays the decisive role.

　　Some might counter that a certain product has achieved substantial sales growth thanks to its innovative packaging, and indeed, such packaging can provide a temporary boost. However, for a product to sustain steady growth or maintain a stable market position over the long term, it must be underpinned by a strong brand; otherwise, the packaging remains merely an isolated marketing stunt, and once the initial buzz fades, sales will plummet just as quickly.

　　Therefore, before optimizing packaging design, it is essential to first cultivate the brand’s core identity; packaging can also serve to reinforce that identity. Whether packaging itself can truly turn the tide remains to be seen.

　　Second, packaging design should maintain consistency.

　　We see countless packaging designs on the market that undermine their own brand image. When “text‑on‑bottle” trends took off, many brands rushed to follow suit; and as the fan‑driven economy gained momentum, numerous brands began plastering their packaging with celebrity or cartoon characters. These brands resemble retail investors in the stock market—constantly chasing the latest hype, losing their ability to make sound judgments. As a result, they strip their brands of distinctiveness and even end up eroding their own reputations. By contrast, brands with a clear positioning can consistently maintain design coherence over time.

　　Christophe, the designer of Evian Fruits & Plants and founder of BETC Design, shared at FBIF 2017: “Evian never focuses on vitamins or energy‑boosting claims. We don’t prioritize whether a product delivers energy or how miraculous its formula is. Instead, we center on purity—our very essence. We’ve built an entire brand identity, and even with new elements like the three fruits featured on the packaging, those fruits still evoke the image of three mountains. The core of what Evian stands for has remained unchanged. While we’ve designed fresh packaging for new products, we’ve kept the tone of freshness and purity intact, using transparent elements to highlight our commitment to purity.”

　　I once saw a saying on WeChat Moments: “Restraint is also a strategy.” Your product doesn’t need to cater to everyone’s needs.

　　Third, packaging design should reflect the product’s quality.

　　Sharing the Spring Aqua case, Satu Aalto, founder of Dotter Creative Group Oy, said: “Packaging alone isn’t enough; the quality of your product itself is equally important. If you invest heavily in eye-catching packaging but the product’s quality falls short once it’s opened, that will ultimately disappoint consumers.”

　　Likewise, when we return to the product itself, the primary focus of packaging design is the product. Never expect packaging to solve every problem—let alone the issues inherent in the product itself. At the same time, the choice of materials is equally critical; this is a common pitfall we see across many domestic products. Many boast outstanding designs that gain widespread attention through online channels and videos, leaving consumers thrilled—but upon impulse purchase, they find the packaging’s visual impact falls short of expectations. Each failed attempt risks tarnishing consumers’ perception of the brand’s image, potentially in ways that are irreparable.

　　When the differences in “contents” are not readily apparent, the aesthetic appeal of the packaging design, as well as the material and tactile qualities of the packaging, can all influence consumers’ perceptions of product quality.

　　Fourth, continuously innovate to resonate with consumers on multiple fronts and forge emotional connections.

　　Why do you go to see a movie? Perhaps we’re rarely moved by ads these days, but no one can stop the relentless stream of shares flooding our social feeds.

　　Very few people become loyal fans of Nongfu Spring after just one ad, one package design, or a single experience; rather, it’s the repeated reinforcement of an “innovative” brand image that fosters customer loyalty.

　　Just as brands approach marketing, they never settle for a one-off campaign—they keep rolling out new initiatives. Coca‑Cola’s nickname bottles, lyric‑themed bottles, and sharing‑style bottles all consistently convey the same message: “I bring joy.” Through repeated marketing efforts, customers’ perception of Coca‑Cola is steadily reinforced.

　　Lynn Xu of Nielsen emphasizes the importance of infusing innovation at every stage. Brands would do well to continuously refine and upgrade a single product, delivering ever‑greater surprises to customers—rather than treating every minor improvement as a cost. Customer loyalty and time will surely reward brands that put genuine care into their offerings.