「奇可輕淬滴雞精」的目標族群鎖定在27-32歲年齡層的女性，這是⼀群已脫離青春年華、想要看起來比實際年輕、開始在意身體健康的小資女性，奇可希望讓「滴雞精」也能成為輕熟女性的⽇常保養飲品。
經市場分析發現市面上滴雞精品牌眾多，且包裝設計同質性高，在外觀上免不了都有雞的具體形象，如果再採取類似的作法將難以突圍做出區隔，於是我們進一步在包裝視覺上提出了「液態流動」的概念，以較意象式的渲染手法帶出滴雞精的香味及濃郁的氣息，粉嫩的配色也讓女性跟保養品的視覺經驗直接做聯結，由此強調產品情感層面上的價值，而非一般功能屬性的訴求，成功地塑造出品牌在市場上的差異化，首批商品甫一堆出也馬上造成熱賣，證實了透過有效的設計策略將賦予品牌更高的價值。
The target audience of "Chiko Traditional Essence of Chicken" is the group of 27 to 32 year-old females who are financially independent and start to look after themselves both in health and appearances. "Chiko Traditional Essence of Chicken" aims at being the daily dietary supplement for young women.
After the market analysis, a variety of similar products with identical packaging designs were found in the current market. Most of the brands in the market inevitably have a clear image of the shape of chicken on their packaging. We then decided to adopt a different visual concept of “flowing liquid” to be the primary vision for the brand to avoid the similarity of other brands. We proposed an imaginative way to bring out the delicious aroma of chicken essence. The use of colors also has the direct visual connection to young women. Instead of focusing on the actual benefits of the product, the design emphasizes on the passion and creation of the brand. The packaging has successfully built brand differentiation in the market. The first launch of "Chiko Traditional Essence of Chicken" has driven hot sales. It is then proved that an effective design strategy will increase the brand’s value.
Client | 奇可食品
Design Agency | AWDA 小樹設計
Co-design Team | 四木設計 W/H Design
Art Director | Abingo Wang
Co-design Team | 四木設計 W/H Design
Art Director | Abingo Wang
Designer | Sean Lin
Printer | Ice Print 艾斯 X 創意印刷
Photographer | Show Leejuan
