Angela Lam

Redesigning YeShu

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. Despite being sold for more than 30 years, the packaging design of YeShu has remained unchanged ever since its initial development. Although the aesthetics of YeShu may be outdated, the existing Chinese consumers do not mind it, because they already recognize its visually-overwhelming text-heavy packaging consisting of vibrant primary colours.However, if YeShu were to be marketed towards a new foreign market where Chinese may not be a widely spoken language, the new target consumers may not immediately understand the contents that is being housed within the packaging due to the strong use of colour, layout, and text.Therefore, although the current packaging design of YeShu is a success in China, the same overwhelming visual aesthetics may be its downfall in the foreign market. As a result, YeShu’s packaging was redesigned in order to attract new foreign consumers, without alienating its existing consumers.To learn more about this project, please visit the link below, or angelalam-design.com/YeShu-Redesign