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Reintroducing a probiotics powerhouse

Launched in 2012, YiXiao is a product line focusing on digestive health under the YILI brand. In the face of fierce competition and declining market share and purchasing behavior, YILI needed to reverse the downward trend and reinvigorate the probiotics category. YiXiao aims to take the brand from parity and position it as a specialist in digestive health through through its exclusive BL-99 patent.


The packaging design is aimed at highlighting the functionality and specialization of the new brand positioning, communication of the exclusive patent and differentiation from competition, all while maintaining the brand identity.