Revolutionizing Packaging: Xiaomi's Innovative Design for the Indian Market

Xiaomi's New Packaging Design Enhances Brand Recognition and Technological Edge

After receiving negative feedback on the visual design of their product packaging in India, Xiaomi embarked on a mission to revamp their packaging design. Two teams, one from China and the other from India, collaborated to build a new visual system for the packaging. The result is a fresh look that gives a visual boost to the entire product line.

What sets this design apart from others is its ability to communicate the brand's identity and key product information clearly. The designers have designated space on the packaging to communicate the brand's identity and established a clear structure to display key product information. This ensures that the Xiaomi style remains uniform across products from a wide variety of categories and dimensions. The contrasting orange-black color scheme, with orange being the major color palette in the Xiaomi brand, enhances the visual impact.

The new packaging design is realized using paper die-cut and folded into a box. The dimensions of the box range from a height of 30-120mm, length of 50-95mm, and width of 32-50mm. The design is tagged with keywords such as electronic, orange, colorful, and technology.

The design team, led by Design Director Lu Chen, Packaging Designer Chao Yan, and Packaging Structure Designer Zhizhuang Song, faced several challenges during the project. However, they managed to overcome these and successfully communicate the key product specifications, slogan, and selling points to the consumer. The vibrant color scheme powerfully conveys the technology, joy, and passion aspects advocated by Xiaomi.

The project, which started in June 2018 in Beijing, China, and finished in July 2018 in the same location, was based on extensive research. The team found that compared to other brands in the Indian market, the branding on the existing packaging line was unclear, and brand recognition was low. The selling points and key features were not apparent, and the product portfolio lacked visual impact and communication between the product and the consumer. As a result, customers felt indifferent towards the packaging. The new design addresses these issues and ensures that the packaging becomes a visual memory and stands apart from market competitors.

This innovative packaging design was awarded Silver in A' Packaging Design Award in 2020, a testament to its creativity, professional remarkability, and outstanding expertise and innovation. The design, admired for its strong technical characteristics and splendid artistic skill, showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.