Country

中国(China)

Official website

http://www.3songshu.com/

Company Introduction

Three Squirrels has become the largest leisure food brand in China , the manage channels covers online/offline platform, the main business covers a full range of snacks, including nuts, dried fruit, selected snacks and etc. In 2019, the annual sales of Three Squirrels exceeded 10 billion, becoming the Top 1 brand in the leisure snack industry , which was hailed as "the first share of national snacks". The sales volume of Three Squirrels was top 1 in Tmall for 8 consecutive years by 2020. Squirrels Design Institution is fully in charge of Three Squirrels’ brand creation, package design, e-commerce design and commercial space design in recent 10 years. Squirrels Design Institution has rich practical experience, it is a professional, efficient and motivated creative design team.

Images

Brand Name

Deer Blue

Designer Name

Pengfei Zhang

Position of Designer

Senior Art Director

Target Group

There are some unique factors affect people when purchasing infant food. As the decision maker is parents, and the user is their kids, there are two groups of clients exist. So we think package design has to attract parents, and also make it a good tool to interest kids.

Major sales

电商 E-commerce; 大型商场 Shopping Mall

Positioning

大货 Mass Production

Design Story

Our main concept is ‘combing picture book with package’. A package is not only a commercial product, also a tool to link parents and kids, make strong interaction. We believe by enhancing Deer Blue‘s feature of ‘companion’, the selling points can be told, client and product also will be strong connected with IP ‘Deer Blue’. By researching on demands of parents and kids, we make this package design functional, and also satisfy the demand of family interaction. We create a new package structure, add interesting scenario stories, so the package is very easy to use and play.

Highlights

The main highlight point is making package and picture book all in one. We follow the brand’s original idea and expand a short, wonderful story to attract kids and babies. On the other hand, we create a whole new package structure, it can be easily opened. Parents are able to show the process of ‘sowing-growing-harvesting’ by shifting pictures on the case. So this package design is teachable and playable, it combines with reading and playing elements, provides a better choice of infant food and a better consumption experience.

Market Performance

none

Material

纸质 Paper

Craft

We use polypropylene injection molding technique and multi fittings to build the structure, and use PET/AL/PA/RCPP materials to make the roll film. On prting layer, we use polypropylene for tag sticker to ensure whole structure is made in less material and recyclable.

Does the design solve the problems that are common across the product category?

On the market of infant complementary food, product package often designed as box or can, which is similar and simple. For the most package, they display more product pictures than IP. So in this design we stand on exploring better visual effect and experience. By creating concept of ‘package and picture book all in one’, this product is able to interact parents and kids. This work not only achieves the commercial value, and also humanistic care, brings more pleasure to consumer.

What functional designs of the work have enhanced the user experience?

The back side of package is an illustration of picture book, it shows different stories by whirling internal surface. Babies will be attracted by colorful pictures when having the food, parents will have this tool to teach and play. This unique design enhances the value of this product by adding interactive consumption experience.

Did the design help increase the sales performance of the product?

none

Does the work consider sustainability (environmentally or commercially, or both)?

Traditional product package only focused on advertising, it loses function once opened, becomes trash. Because we design another function ‘picture book’, this package could be used even food is eaten. We expand the story from brand and IP background, we believe ‘Deer Blue’ will be remembered by interactive consumption experience.