VGT 201 Packaging Design (2020)

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Seasonal Food Packaging - Zongzi

(2020)

Season:

Dragon Boat Festival

Product:

Zongzi

Design Problem:

Many people especially busy office workers did not enjoy the festival and having Zongzi anymore.

Target Audience:

Busy office workers

Objectives:

a. To brand the product to commercialize to local customers.

b. To provide sustenance to target audience during the festival.

c. To encourage target audience to enjoy the festival.

Product Positioning:

a. The unique selling proposition (USP) of this product is its packaging.

b. The product will be released to the convenient store and supermarket for the convenience of the target audience.

c. The product should evoke a comfort and nostalgic emotions in the target audience.

Logo Rationale

The Warm House is primarily targeting those busy workers that travel away from hometown to work in big companies. The original intention of this group of people is to earn more money to support themselves and also their families that stay in hometown. And so, the Warm House logo portrays the illusion of hometown. By using geometric line pattern, through the Chinese character “家” (Home), the top geometry resembles a mountain and in front of the mountain, there is a boundless paddy field, which makes people remind of their hometown and some old good days. This logo will remind them of their hope and attempt when they are in these towering walls.