Country
中国(China)
Official website
无
Images
Brand Name
CHOCDAY
Designer Name
Designer: Snail Liu VI System: A Black Cover Design
Position of Designer
creative group head
Client
CHOCDAY
Target Group
18-34 years old females from tier 1 & tier 2 cities, delicate food enthusiast, including：city white-collars, middle-up class, GEN-Z and young Moms.
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Positioning
大货 Mass Production
Design Story
Inspired by its ingredient oat, the OAT MILK DARK CHOCOLATE from CHOCDAY uses polka dots as the main creative visual element. On the packaging front cover, there are 5 eye-catching polka dots, 4 in beige (the color of oat) and 1 in a different color that represents the flavor, for instance, green is flavor original, yellow coconut, orange latte and purple raspberry. The positioning of these 5 polka dots in different flavors are all different, which creates an interactive image as if they are molecules of the ingredients. The layout of texts is in line with the brand’s VI, where the Chinese logo is on top and English logo on the right, while the name of the product is in the very center of the cover. Consumers can easily identify both the names of the brand and the product even standing a few meters away from the shelf.
Highlights
On the product packaging design and material, we aim to sustain the natural sense of value in chocolate. The chocolate piece wrapper uses a compostable material called CELLULOSE instead of plastic. Small pieces of chocolates in individual wrapping are easy to bring with and to be eaten in small amount, which perfectly cater to the needs of modern consumers in an environmental sustainable way.
Market Performance
On September 15, 2021, CHOCDAY became the first Chinese brand to launch new product in 2021 “Tmall HEY BOX Super New Product Day”, and released the industry's first purely plant-based oat milk chocolate. On the very day, more than 2.85 million pieces of Oat Milk Dark Chocolate were sold, and Chocday Tmall store generated a total GMV of 13+ millions, ranking NO.1 in Tmall’s food category, while set a new sales record in chocolate product launch.
Material
纸质 Paper
Craft
The packaging adapts printing on PET silver cardboard, presenting a futuristic metallic effect. In the same time, the cover is able to show both highlight mirror effect and matte effect with a unique technique, which has a very interesting contrast on the material while still presenting good printing textures.