Type of applicant company

品牌方

Country

中国

Company Website

www.generalmills.com

Images

Brand of the Product

Haagen-Dazs

Designer Name

Stifler Gu, Nyree Wang , John Zhang, Shirley Chen

Position of Designer

无

Target Consumer

The purchasing group of H ä agen Dazs cake is the petite bourgeoisie with certain economic strength, who pursue a high-quality life.

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

H ä agen Dazs ice cream cake has always been loved by a large number of consumers .Because the product requires freezing storage below minus 18 degrees Celsius, and the appearance process and surface decorations of the product are prone to damage during transportation. For a long time, it has been mainly sold in stores, and customers who do not have covered areas in the store cannot purchase it. In order to increase online sales business, it is necessary to develop an ice cream cake packaging that can reduce damage and keep warm

Highlights

1. This packaging is the first product on the market to be packaged and delivered to customers' homes for ice cream;
2. The packaging perfectly secures the ice cream product, preventing any shaking or damage during transportation
3. The handle design of foam box makes it easy for the express boy to quickly identify the front and back of foam box functionally, and the risk of foam box overturning is avoided during transportation and stacking
4. The inside of the foam box is designed with a groove for placing dry ice and a buffer cover on the top, which not only facilitates the placement of dry ice and accessories, but also serves as a fixation and buffer

Market Performance

Haagen Dazs ice cream cake is in the business of delivering to home, and is listed in Chinese Mainland, Hong Kong, Taiwan, and South Korea. The annual sales volume is 20w, and the average monthly sales volume is 1.6w pcs.

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

其他 EPS泡沫箱，纸盒，纸托，纸提手，防倒置标签

Craft

Paper tray: Ice cream cakes are glued onto paper trays with adhesive sauce and placed in paper boxes;
Cake paper box: The interior is designed with anti-collision paper pillars to fix the cake and provide cushioning. The top is designed with a handle for consumers to easily pick up the cake
Foam box: the interior is designed with a grooved fixed paper box for placing paper boxes, and the space at the bottom and side can be used to place dry ice and tableware accessories; A tray is designed at the top, which can be placed on the top of the cardboard box to secure and provide vertical cushioning protection for the cardboard box. It can also hold dry ice and other accessories;
Foam case handle: Functionally, it is convenient for the express boy to quickly identify the front and back of the package, so as to avoid turning over the foam case and damaging the product

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

Solved the problem that ice cream cakes with decorations cannot be delivered online to home on a large scale;
Our packaging passed, the buffer structure of the carton+the positioning of the foam box and the dry ice insulation+the anti inversion of the paper handle+the anti inversion label visual prompt, which solved the problem that the ice cream cake was easy to be damaged during the actual transportation. The actual transportation test showed that less than 3 of the 120 cakes were damaged

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

1) The design of foam box+paper handle is convenient for consumers to pick up
2) The side of the cardboard box is designed with easy to tear lines, making it convenient for consumers to open the cake
3) The window handle design of the cardboard box is convenient for consumers to pick up and give away, reflecting the gift nature of the product

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

Previously, H ä agen Dazs ice cream cake only accepted in store appointments for pickup. However, after the packaging team resolved the issue of ice cream cake being easily damaged and melted during transportation, they increased their online sales share

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

The packaging of ice cream cakes, cardboard boxes, and paper holders are all made of environmentally friendly and sustainable materials, which can be reused in the recycling system