近几年，“A2乳品”成为了乳品界一股新趋势，蒙牛、三元、新希望等乳企都纷纷入局，推出A2牛奶新品。2020年，国内新兴乳品品牌「认养一头牛」也计划推出了A2新品「A2β-酪蛋白纯牛奶」，瞄准高端牛奶市场。在特仑苏、金典等巨头占据的国产高端牛奶市场中，认养一头牛成为了最新的入局者。

认养一头牛将这款产品的核心用户定位于“精致妈妈及她背后的家庭”，适合作为宝宝“断奶后的第一口纯奶”，以及在宝宝的整个成长过程中持续提供营养。结合A2奶牛为奶牛之母的属性及产品定位，A2β-酪蛋白纯牛奶包装总体走古典路线，包装整体采用贵族蓝，在正面欧洲经典椭圆造型中，植入了一个富有爱心的“奶牛皇后”形象，贯穿包装的黄色绶带组合品牌耳标成为产品的视觉识别亮点，侧面，将品牌专业选牛、养牛的知识形成科普画面；顶面，A2奶的主要营养成分A2β-酪蛋白设计在顶面，让顾客时时刻刻理解这一罐奶的与众不同；背面，放大臻选A2奶牛信息，强化A2之源，让消费者安心选择。每一面，都是经过缜密的思考，进行了完整设计，完整诠释A2奶产品价值。贤草还为该产品设计了主KV、线下推广物料、详情页等，助力认养一头牛打造战略大单品。

认养一头牛A2β-酪蛋白纯牛奶首月销售及突破20万箱，是同类竞品40倍以上；截止2023年，认养一头牛A2β-酪蛋白纯牛奶已累计销售超过4亿罐，认养一头牛已经成为A2β-酪蛋白纯牛奶品类中国销量第一的品牌。

Adopt a Cow positions the core users of this product as "exquisite mothers and their families", which is suitable as the baby's "first pure milk after weaning" and provides continuous nutrition throughout the baby's growth process. 

Combined with the attribute of A2 cows as the mother of cows and the product positioning, the A2β-casein pure milk packaging generally takes a classical route. The overall packaging adopts noble blue. In the front European classic oval shape, a loving "cow queen" image is implanted. The yellow ribbon combination brand ear tag that runs through the packaging becomes the visual recognition highlight of the product. On the side, the brand's professional knowledge of selecting and raising cows is formed into a popular science picture; on the top, A2β-casein, the main nutrient of A2 milk, is designed on the top, so that customers can understand the difference of this can of milk at all times; on the back, the information of carefully selected A2 cows is magnified to strengthen the source of A2 and let consumers choose with peace of mind. Each side is carefully thought out and fully designed to fully interpret the value of A2 milk products. Xiancao also designed the main KV, offline promotion materials, details page, etc. for the product, helping Adopt a Cow to create a strategic big single product.

Adopt a Cow A2β-casein pure milk sales in the first month exceeded 200,000 boxes, which is more than 40 times that of similar competitors. As of 2023, Adopt a Cow A2β-casein pure milk has accumulated sales of more than 400 million cans, and Adopt a Cow has become the No. 1 brand in China in the A2β-casein pure milk category.

客户：认养一头牛

时间：2020

团队：Rock、Tina

奖项：2021iF包装设计奖

Client：Adopt a Cow

Time：2020

Team：Rock、 Tina

Award：2021iF Packaging Design Award