Type of applicant company

品牌方

Country

中国

Company Website

WWW.YANJINPUZI.COM

Images

Brand of the Product

O-KING

Designer Name

Shenzhen Tigerpan Design Co.

Position of Designer

无

Target Consumer

For audiences of all ages, including snacks for families, sophisticated mothers and babies, and for users aged 18-30 such as students and young professionals

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 其他销售渠道 零食专卖店

Positioning

大货消费品 Mass Production

Design Story

As a premium brand of healthy egg-based products produced by Yanjin Food, O-KING is dedicated to the new Chinese-style healthy snack market, positioning itself as a high-quality provider of egg-based leisure snacks. Therefore, against the backdrop of a major brand product packaging upgrade in 2024, O-KING collaborated with China's top packaging designer, Tiger Pan, and his team to create a visually striking packaging design.
A truly exceptional work should not only meet consumer demands but also to some extent guide and elevate public aesthetics. The primary objective of this packaging design is to swiftly capture consumer attention and leave a lasting impression. Following effective packaging design principles, complexity is not necessary; the key lies in a design philosophy that "solves problems," simplifying the consumer's decision-making process and enhancing product sales effectiveness.

Highlights

O-KING's brand logo, IP, and packaging design have been skillfully crafted by the renowned Chinese packaging designer, Tiger Hu, and his team. Through a striking yellow-black contrast, they have broken away from conventional, fun, and imaginative designs, with the aim of capturing the consumer's attention within 0.2 seconds. Personality is the key to unlocking effective engagement with today's young audience.
In this project, a delightful handwritten font is effectively combined with flat graphics, distilling the core symbols of the brand. The fusion of a quail and a crown creates a unique IP image, and the brand's lighthearted and fun language resonates with the contemporary young audience, who value genuine, fun, and direct expressions of character.

Market Performance

无

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

PET塑料 PET material

Craft

O-KING's product packaging material structure consists of PET/VMPET-PET/PE, with an outer bag designed as a yin-yang bag that features a window on the back. This design not only showcases the packaging's neat and visually appealing appearance but also allows consumers to easily inspect the contents. Furthermore, the use of die-cutting technology ensures that the packaging bag has smooth edges all around, enhancing the overall consumer experience by preventing any discomfort when handling the bag.

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

Traditional packaging designs for quail egg-based products tend to be uninspired and lack distinctiveness. In contrast, O-KING's packaging breaks away from tradition by pioneering the creation of a unique and memorable IP image using elements such as a crown, large eyes, small mouth, upturned tail, and a rounded belly. This innovative approach is particularly noteworthy because it was introduced when the general public had little awareness of quails.
By crafting an engaging and easily recognizable IP image, O-KING has seized consumers' attention, increased product recognition, and established a strong visual presence at the point of sale.

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

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Traditional individual small packages often feature water-drop-shaped packaging, which can be challenging to open due to the short tear-open area. Recognizing consumers' habits, O-KING has developed a patented irregular stretch film packaging that improves ease of opening, making it more convenient for consumption.
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The outer packaging of the product is designed as a yin-yang bag, which not only showcases a neat and visually appealing appearance but also features a window on the back that allows consumers to easily inspect the product's quality. Through the use of die-cutting technology, the edges of the packaging are smooth all around, enhancing the overall consumer experience by preventing any discomfort when handling the package.
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Did the design help increase the sales performance of the product? If so, please give related evidence.

无

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

O-KING has currently introduced flavors like Chicken Broth Salt-Baked, Herbal Sauce Braised, and Crispy Spicy, with plans for more flavors in the future. Therefore, the design aims to create a unified yet adaptable packaging that can accommodate the expansion of the flavor range while considering point-of-sale display. This approach ensures that even with numerous flavors in the future, consumers can instantly recognize the product, laying a strong foundation for O-KING's future development. The accompanying logo and IP image will serve as O-KING's unique brand assets, fostering continuous communication with consumers.
Furthermore, the packaging material used is biodegradable, meaning it can decompose under natural conditions, reducing environmental pollution and minimizing the impact of plastic waste on ecosystems. This reflects O-KING's commitment to sustainability and environmental responsibility.