Type of applicant company

设计机构

Country

中国

Company Website

http://www.warmlightbrand.com/

Images

Brand of the Product

BIBIZAN

Designer Name

Warmlight Design

Position of Designer

Graphic Designer

Target Consumer

This project targets the post-2000 and post-1995 generations of young consumers, focusing on their need for "emotional value" and "personal experience" in snack consumption. The aim is to offer these consumers not just tasty and cost-effective snacks but also a trendy and innovative interactive experience through a fresh, unified visual identity.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery

Positioning

大货消费品 Mass Production

Design Story

BIBIZAN, one of the leading brands in the leisure food industry on the Tmall platform, is currently in a phase of rapid growth and is seeking to stand out in the industry through brand upgrading.
Historically, BIBIZAN relied on product-driven branding, which led to its awareness of the need for an upgrade during its development phase. However, it lacked "asset management," leading to a blurred brand identity and impression due to continuous experimentation with new elements and styles without a focused consideration of brand uniqueness and personalization. In the process of brand upgrading, we identified the brand's developmental needs and the challenging aspect of rapidly introducing new products internally.
To address this, we constructed a "Super Visual System" around the brand's assets, incorporating super symbols, super frameworks, and super IPs. This approach lays a differentiated style foundation for the brand's future development and breakthrough, establishing a unified brand impression and system.

Highlights

We have developed a "Super Visual System" around the brand's assets, incorporating super symbols, super frameworks, and super IPs. This unique approach has established a distinct style for the brand's future development and market breakthrough, creating a unified brand image and system. BIBIZAN's identity in the minds of consumers is now more defined, addressing the brand's need for efficient introduction of new products. Additionally, this strategy adds a social dimension to our marketing efforts. By

Market Performance

Currently, 'BIBIZAN' has grown into a national snack brand with annual parcel deliveries reaching 100 million, leading the food e-commerce sector in Fujian Province. As per the sales data from BIBIZAN's Tmall flagship store, its top-selling products include the Small Round Cakes with over 230,000 units sold, Hand-Torn Bread surpassing 450,000, and Egg Yolk Puff exceeding 520,000. In June 2023, BIBIZAN ranked third on the Douyin (TikTok) snacks/nuts/specialties sales list, with monthly sales between 10 and 25 million, surpassing well-known brands like Three Squirrels and Liangpin Puzi.

Material（For concept works, please choose the material you plan to use）

PET塑料 PET material; 纸质 Paper

Craft

Aluminum foil bags and cardboard boxes.

Does the design solve the problems that are common across the product category? If so, please explain.

In the fast-paced snack industry, brands develop quickly, with a wide variety of categories and frequent new releases. In the early stages of brand building, it's challenging to maintain standards and unity. Often, the focus is on product superiority, neglecting the importance of brand identity. Additionally, to keep up with the rapid introduction of new products, internal brand designs often follow current trends, leading to a packaging style that becomes increasingly varied and unclear, making it hard for consumers to remember the brand. Therefore, in this upgrade of the BIBIZAN brand, we focused on resolving the issues of brand uniformity and standardization, which also addresses the confusion designers face in keeping up with the fast pace of new releases.

Did the design help increase the sales performance of the product? If so, please give related evidence.

According to sales data from BIBIZAN's Tmall flagship store, its blockbuster products include Small Round Cakes selling over 230,000 units, Hand-Torn Bread with sales exceeding 450,000, and Egg Yolk Puffs reaching over 520,000.