backgrounds
Maeil Dairy is a leading F&B company that has been leading the Korean dairy market for over half a century since its establishment in 1969. They have products that everyone has tried at least once, such as “Maeil Milk,” “Picnic,” and “Almond Breeze,” and they have formed a loyal fandom that voluntarily promotes brands beyond simple consumption. In particular, the example where fans voluntarily launched a social media campaign on the occasion of the Suwon Samsung Bluewings uniform sponsorship clearly shows Maeil Dairy's brand affinity.
Maeil Dairy's social contribution activities play a major role in the formation of this fandom. Maeil Dairy has been the only manufacturer and supplier of special formula in Korea for children with congenital metabolic diseases for 26 years since 1999. Although the business is far from profitable, as it is necessary to completely shut down the factory and clean the equipment twice a year for production, we have been steadily producing 12 products in 8 types under the founder's philosophy that “not a single child should be left out.” From 23 consecutive years of sponsorship of PKU Family Camp, a “Heartmeal” campaign, and a special formula supply agreement with Alibaba Health in 2024 — the sincerity of being a company that protects lives beyond affordability is the foundation of consumer fandom in the 30s and 40s.
However, the fact that the central age group of this fandom is concentrated in people in their 30s and 40s was also a challenge. A new approach was needed to expand Maeil Dairy's brand assets to the younger generation in their 20s and under. Generation MZ, and Gen Z in particular, are highly interested in unique collaboration products, and they have a clear tendency to “Fun + Consumer (Fun + Consumer)” by purchasing unique products and then sharing them on social media. For them, the collectible value and stories they can share are just as important as the functionality of the product.
Xplus paid attention to this point. It was determined that by creating mobile accessories that accurately reproduce Maeil Dairy's representative products in miniature, the younger generation can naturally encounter the brand in their daily lives, and that itself can become social media content and a medium for word of mouth.
End-to-end process
In this project, XPlus led the entire project process as an entity that planned and proposed a collaboration, rather than simply being a design outsourcer.
Customer analysis → Product planning (consulting and proposal) → Design → Manufacturing (supply chain management) → Delivery to Samsung Electronics
First, we defined the persona of Maeil Dairy's consumer and proposed a collaboration with Samsung Electronics by deriving a point of contact between the Maeil Dairy brand and Galaxy Buzz accessories. After that, we carried out miniature design work at the Xplus Design Research Institute, managed manufacturing through our own supply chain, and delivered the finished product to Samsung Electronics. Samsung Electronics sells to consumers through its own distribution channels such as Samsung.com, Samsung Store, and Hi-Mart.
Product lineup: Expansion of the series
What makes this collaboration special is that it is not a one-off collaboration, but rather continues to expand into a series from 2023 to the present.
- 2023 — Picnic apples
The beginning of the series was Maeil Dairy's classic picnic. It is a Galaxy Buzz case that faithfully reflects Picnic's unique red package design, and opened the door to the first collaboration by expressing the apple flavor sensibility in the product color.
- 2024 — Daily milk
The second series is based on Maeil Milk, the representative product of Maeil Dairy. The square shape and blue color of Maeil Milk's original pack were reproduced, and the information on the actual milk pack, including fat content, consumption date, and calories, was intelligently printed to enhance the degree of detail. It was released in 3 types: original (blue), low-fat (yellow), and fat-free (pink), and includes a mini straw key ring to add wit.
- First Half 2025 — Almond Breeze
The third series is based on the premium plant-based drink “Almond Breeze,” a collaboration between Maeil Dairy and Blue Diamond. Three types of Original, Unsweet Zero Sugar, and Chocolate have been released exclusively for Galaxy Buzz 3/Buzz 3 Pro. The color, texture, and label elements of the actual beverage package are carefully implemented, and an exclusive key ring reflecting the characteristics of each product is also provided.
- Second half of 2025 — Picnic nectarines and bananas are white
The most recent series is an expansion of Picnic Line. The picnic brand, which was proven in the first collaboration in 2023, was re-developed with the two flavors of nectarine and “banana is white,” further strengthening the collection value of the series.
The Design Institute's Approach
Miniature design isn't just about reducing size. While compressing the brand identity of the original product into a scale that fits in the palm of your hand, it must simultaneously satisfy its functionality as a mobile accessory. Xplus Design Lab approached this challenge on three levels.
- Precise reproduction of brand identity: The starting point of design is a thorough analysis of the original product. In the case of daily milk packs, the fat content printed on the label (3.4%), the expiration date, nutritional information layout, and the position and ratio of the logo were measured in millimeters and rearranged according to the reduction ratio. The key was not just a print, but the key was to achieve the feel and texture of the material close to the original package. For example, in the Almond Breeze series, the color tone and label texture of the actual drink package were finely matched to create a classic yet cute design.
- Combining functionality and design: No matter how complete the miniature is, it's meaningless if it doesn't meet basic functions as a mobile accessory. The design lab simultaneously examined wired and wireless charging compatibility with the case mounted, checking the charging status through the LED hole, and hinge durability during opening and closing from the early stages of the design. Taking advantage of the characteristic that the Galaxy Buzz series maintains the basic shape of the charging case even when generations change, it was also a decision at this stage to design a single case to be compatible with a wide range of devices, from Buzz Live to Buzz 2 Pro and Buzz FE.
- Designing a collection experience: The design lab's work did not end on the case body. The package box itself is designed to provide consumers with a single experience from the moment it is opened by making the actual milk carton or drink pack in a reduced form. Each series includes a mini key ring reflecting the characteristics of the product (Maeil Milk straw, Almond Breeze's exclusive key ring, etc.) to stimulate the desire to collect and create a collection connection between the series. Inserting witty copy such as “Expiration Date: Till You Get Bored” into the package is also a design strategy intended to naturally lead to social media content after opening.
Cumulative sales of 150,000 units or more based on a single product
Due to the nature of the mobile accessories category, it is unusual to have sold more than 150,000 units with a single SKU. This performance is the result of a combination of factors.
- Securing a wide range of points of contact through Samsung Electronics' distribution infrastructure. In addition to Samsung.com, it also maximized consumer accessibility through multi-channel distribution to Samsung stores, Hi-Mart, E-Land, and online open markets nationwide.
- The emotional closeness of the Maeil Dairy brand. Since Maeil Milk, Picnic, and Almond Breeze are products with recognition across generations in Korea, the miniature shape was able to stimulate both nostalgia and cuteness.
- Product characteristics optimized for the spread of social media. Opening reviews, wearing photos, and collection certifications naturally led to content and created a viral effect.
Above all, the fact that this project is not a one-time project and continues in the 4th series from 2023 to the present is proof of the success of the collaboration and the continued demand of the market.
