Type of applicant company
设计机构
Country
中国
Company Website
http://www.juici.cn
Images
Brand of the Product
Ten Square
Designer Name
Designer: Zhu Zi; Design Director: Wang Dahua; Illustration: Jiaxuan; 3D rendering: Wang Jingxiang
Position of Designer
Designer: Zhu Zi; Design Director: Wang Dahua; Illustration: Jiaxuan; 3D rendering: Wang Jingxiang
Target Consumer
Mainly targeting female consumers aged 20-35, targeting two major groups: first, families who enjoy petty bourgeoisie and pursue a high-quality lifestyle; The second group is female white-collar workers who love desserts and have certain consumption power.
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 线下烘焙店、甜品店
Positioning
大货消费品 Mass Production
Design Story
Raw chocolate is different from other chocolates. It mixes with cream and has no need to heat. Its taste is soft and smooth, making people feel pleasant. This packaging is produced to distinguish the difference between raw chocolate and traditional chocolate. The packaging shows the quality and uniqueness of raw chocolate based on world famous paintings combined with endangered animals. It also suggests customers the short shelf life of products. While embedding packaging sense of fun, it also calls on consumers to pay attention to the survival of endangered animals.
Inspired by Jay Chou’s song ‘Greatest Works of Art’, the package pays tribute to classic world famous paintings, explores aesthetic values and combines rare animals. It guides consumers’ concern about the survival of rare animals, realizes the collision between art and nature, and restores the most genuine taste. The greatest work, the rarest animal and the most precious love are given to the people you love the most.
Highlights
Most of the existing raw chocolate packaging is based on text typography and simple illustration design, which is difficult to distinguish from traditional chocolate packaging. The raw chocolate packaging is characterized with the emotional value of romance as the main connotation and singularity. Instead, this packaging adopts a different approach, combining world famous paintings with rare animals, giving a deeper connotation of love, people, art and nature. The idea is also very extensible and can be applied to constantly changing products.
Market Performance
Once the product was launched, it refreshed consumers' inherent impression of smart packaging and opened up a new path among similar products. This product has gained a large fan base in both online and offline bakeries and dessert shops.
Material（For concept works, please choose the material you plan to use）
纸质 Paper
Craft
Using 350g white card material, combined with laser gold, embossing, and UV gloss printing technology, to enhance the exquisite quality sense. The interior is sealed with aluminum foil material, which is neat and hygienic.
Does the design solve the problems that are common across the product category? If so, please explain.
Unlike ordinary smart packaging, the ten square outer packaging combines world-renowned paintings with rare animals in a creative way, bringing consumers visual enjoyment and aesthetic taste, enhancing their social attributes, and thereby stimulating their desire to share, arousing consumers' attention to the deeper connotations of the survival status of endangered animals.
What functional designs of the work have enhanced the user experience?
For the convenience of transportation and shelf display, the packaging adopts a basic box type, which can be opened by tearing. The aluminum foil packaging inside is exquisite, high-end and hygienic. Additionally, a stainless steel small fork is included as a gift, making it convenient for consumers to consume without getting their hands dirty.
Did the design help increase the sales performance of the product? If so, please give related evidence.
Once the product was launched, it refreshed consumers' inherent impression of smart packaging and opened up a new path among similar products. This product has gained a large fan base in both online and offline bakeries and dessert shops.
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
The packaging is made of paper materials, taking into account recycling and secondary utilization to achieve sustainable development without excessive packaging. In terms of impact, Shengqiao Packaging combines famous paintings with rare animals to showcase its irreplaceability. This not only signifies the preciousness of Shengqiao, but also calls on users to pay attention to ecological diversity and the rationality of resource utilization. While promoting packaging, it also continuously deepens users' awareness of natural ecology.