Country

中国(China)

Official website

无

Company Introduction

As a new-force brand design agency with international blood, InnoLab.X has rich experience and bold innovative vision in the fields of brand image, product package and commercial design. Locating in Guangzhou & Singapore, Inno is providing leading FMCG brands in Greater China and APAC such as P&G, Mengniu, Biostime, Lee Kum Kee and Glico, etc., with high-quality design service that closely reflects consumer trends.

Images

Brand Name

Fancci Food

Designer Name

Eric Tseng

Position of Designer

Design Director

Client

Guangdong Fancci Food Techenology Co., Ltd.

Target Group

Target audience: Generation Z. TA characteristics: 1. Recognize brand value and pay attention to consumer experience; 2. Willing to try new shopping style and new products; 3. Young, excited and free, 4. Pay more attention to the cost performance and practicality of products

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 私域渠道 Private Channel

Positioning

礼品 Gift

Design Story

Mooncake: The Generation Z are independent and brave. They tend to live outside boundaries and never conform to the old set of rules. As consumers, they take advice from nobody but themselves. Fancci Food is a brand that’s brave enough to glide past the unconventional path and develop creative mooncakes for Gen Z. All mooncakes are reshaped into the appearance of a unique planet, representing the different flavours we offer and also the uniqueness of every Gen Z . “I’m not mooncake, I’m Fancci”, a statement that perfectly reflects the independence of Gen Z.

Highlights

1. Blind box concept design opens a new experience of mooncake 2, Unique "planet" packaging design, being different from the traditional moon cake packaging design

Market Performance

Monthly sales of 10000+, compared with the same kind of average data increase by 40%

Material

其他

Craft

Structure: the seam box with cylindrical cover is adopted. The cylindrical shape echoes the overall planetary theme. The cover part is covered with white card +PET double-layer top cover and PVC layer to show the sense of layers. Process: overall matte film, spot color printing on the inner layer of the top cover and hot laser reflect the sense of the universe.

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

Through the design of the inner package of the sphere blind box, it gives consumers a brand new experience of moon cakes, and solves the problem of low appearance level and serious homogeneity of the inner package of moon cakes in the design of the same category.

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

(1) The opening form of the blind box concept enables consumers to have a different opening experience, which is interesting and creative (2) The inner bag is made of metal material to increase the quality sense of the product. At the same time, it can be used twice as a storage and children's toy to reflect the environmental protection attribute.

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

(1) Different from the traditional moon cakes, the novel packaging immediately attracted a large number of young users willing to try new products. The sales volume of the new products exceeded 10,000 boxes, becoming a popular online product, and the sales volume increased by 45% compared with the previous year. (2) After opening the cover, there is more small ball packaging, so that the planet moon cake gift box becomes a gift for young people, as well as the first choice for children at home.

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

（1）Environmental protection: the outer packaging is made of environmental protection paper +PET material, the shell is hard, not easy to damage, can be used as storage box; The inner bag is made of metal, which is non-deformable and can be used as a bobo ball toy for children. （2）Commercial significance: to create a new way of brand packaging, in line with the aesthetic and consumer needs of consumers, while highlighting the brand personality, which is conducive to better subsequent innovation and creation.