Type of applicant company

Brand

Country

Belgium

Company Website

www.whiskeight.com

Images

Brand of the Work

Whisk Eight

Designer Name

Josephine Yau

Position of Designer

Brand Designer

Target Consumer

Foodies, Asian people, Asian Food/Culture Lovers, K/C/J-drama Lovers, Kpop Lovers, People related to Asia, Expats, Students, Overseas student with food cravings from home, People who are willing to explore/try something new

Distribution Channels

E-commerce

Positioning

Gift

Design Story

There is a massive range of chocolates and waffles available on the Belgian consumer market. When come up with a gift, locals are buying these snacks every single time. Nothing wrong with that, Belgian chocolates are just top quality. However, a new cool hype has emerged during COVID-times due to Netflix. More people love Asia, especially when they watch K/C/J-dramas, the food and the culture. Traveling to Asia is also changing today compared to ten years ago. More and more Asian supermarkets and restaurants are popping up in Europe. Nowadays online shopping has become a standardized thing.

So, we were thinking why not to pack our Asian fish waffles (Taiyaki in Japanese or Bungeoppang in Korean) as a gift idea instead? The challenge was to deliver a low cost-effective gift box that would stand out from others. A timeless and cool design that could fit for a modern parental purchaser as well as for a child consumer. We prefer quality over quantity, not only strong in flavors but also strong in visual design. Whisk Eight is not a luxurious brand. Whisk Eight’s concept is unique, creative, fun and playful.

Why do we use yellow as our main color? Well, yellow is an appetite stimulant, just like red. Besides being an appetite stimulant, yellow also has a very optimistic feel to it. Perhaps because of its resonance with the sun’s electric energy, yellow transmits a sense of positivism and happiness. It also tends to make people feel cheerful and optimistic. Yellow is also associated with creativity. Which makes this color perfect for Whisk Eight's image.

Highlights

The structural packaging design consists of two parts:
1) The body part carries up to 8 fish waffles with a weight less than 1kg and a total size of L286xW138xH98mm (with handle H155mm)
2) The (top) cover part has a slit in the center of the box, which easily covers the handle (of another box - stackable)

In addition, the box is designed like a fish to emphasize the consumer product (i.e. fish waffle). Each part of the “fish” has a graphic or functional use. The dorsal fin functions as a handle, convenient for carrying, and it reduces the tote packaging waste. The pectoral fin is an eye-catching feature and is the highlight of the packaging. The scales covers the whole body of the packaging.

In terms of aesthetic, it gives an attractive and useful impression. The box does not contain any plastic, and is fully made of recycled paper. The box is convenient, and the handle makes the goodies particularly easy to carry before consuming or gifting away. In addition, the handle promotes the brand at the same time. The overall design makes the packaging easily transportable.

Market Performance

The appealing packaging design does not only manage to make this product works well as a unique gift idea but also grabs the instant attention and interest of the consumers. Color yellow symbolizes the ‘feel-good chemical’ which could be used to make consumers feel good about what they are buying.

The gift box has just launched this year. Hence, our main goal is to increase sales by creating something different, eye- catching, memorable and added value to the customers. Our target group are the returning customers, and not the one-time customers.

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

Paper

Craft

The gift box consists of two parts, a body and a cover. Both parts are die cut and only one side printed on recycled carton paper. When folding these two parts by using double-sided tape or glue, the parts come together as one strong box. The material of the box is made of recycled carton paper in 400gsm.

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

Considering the vibration and impact in the express delivery process. The boxes can be stacked on top of each other (slit available on the bottom of the box), not only space-time-energy saving, but also providing better delivery quality.

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

The idea behind this concept is to give the consumers a pleasant surprise after unboxing the experience which is both unique and unforgettable. Not only can consumers enjoy the freshly baked goods, but they also have the option of how to eat them. Heat it when you need it instructions are displayed. The grid inside the (body) box is designed in such a way that the treats are neatly placed. Another fun thing what is written on the box, is about personality facts while having your first bite into the fish waffle.

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

The gift box has just launched in begin of January 2025. Our main goal is to increase sales by creating something different, eye-catching and memorable. We aim for returning customers, and not one-time customers.

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

The gift box is printed on recycled carton paper, easy to reuse, reducing waste and environmental pollution. The design has a handle box that makes carrying easy, promote the brand at the same time plus it reduces the tote packaging waste, no other extra plastic or paper bags needed.