百草味品牌升级＋全线包装升级
百草味是一个拥有9大品类三百多个产品的零食品牌，现有产品包装设计的难题是品类和产品太多，无法达成统一的家族关系。同时在市场竞争中，各大零食品牌的产品在品质和口味方面都趋于雷同，在包装中难以表现差异化优势。我们的创意解决方案是，挖掘零食自身在形态和口感方面的特征，将其精心摆放为多样的图案，以高精度的摄影照片呈现于包装上。这样一来，我们解决了各个产品在延展中的统一性，并以零食的背景颜色来区分各个产品系列。食材摄影的方式有助于表现食材本身的品质感并快速勾起消费者的食欲。食材连续性、饱满的排布给人以丰盛、实惠的感受。以这种食物之美自身形成的图案，百草味将建立了自己独特的品牌视觉资产，快速从市场上的竞品中出跳，并与各个产品、口味、品类和系列一起建立了强烈的品牌统一性。
Baicaiwei packaging design
Baicaowei, a snack manufacturer with 9 categories and more than 300 products, is annoyed by the fact that it just has too many things to offer to establish visible connections between them. Various snack companies have only slight, if any, differences in quality or flavor, so these two aspects are hard to highlight on packages. In response to this dilemma, our idea is to dig gold in snack’s mouthfeel and shape. We would arrange snacks in curious patterns, take high-def photos and put them on packages. In doing this, we solve the problem that various products would seem unrelated as more come out. Furthermore, background color would be used to signify categories or families. Photos of real food help represent its premium quality, and tease customers into trying. The snacks are arranged in a full and continuous manner so that people would feel abundance and worthiness. Be & Cheery thus establishes a unique visual asset, differentiates itself from the fierce competition, and build strong bonds between products, flavors, categories and families.
Baicaiwei packaging design
Baicaowei, a snack manufacturer with 9 categories and more than 300 products, is annoyed by the fact that it just has too many things to offer to establish visible connections between them. Various snack companies have only slight, if any, differences in quality or flavor, so these two aspects are hard to highlight on packages. In response to this dilemma, our idea is to dig gold in snack’s mouthfeel and shape. We would arrange snacks in curious patterns, take high-def photos and put them on packages. In doing this, we solve the problem that various products would seem unrelated as more come out. Furthermore, background color would be used to signify categories or families. Photos of real food help represent its premium quality, and tease customers into trying. The snacks are arranged in a full and continuous manner so that people would feel abundance and worthiness. Be & Cheery thus establishes a unique visual asset, differentiates itself from the fierce competition, and build strong bonds between products, flavors, categories and families.
