Type of applicant company

设计机构

Country

中国

Company Website

https://www.the25s.com/

Images

Brand of the Product

OREO

Designer Name

Ethan He, Una Sun

Position of Designer

无

Target Consumer

The primary target audience for the "Spring Series" includes young consumers, particularly females aged 18-35, who are active on social media platforms and have a strong appreciation for seasonal and aesthetically pleasing products. This demographic values unique flavors and designs that enhance their lifestyle and social experiences.

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

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

In 2024, Oreo introduced the "Spring Series" in China, featuring two limited-edition flavors: Peach Blossom Rice Wine and Mango Pomelo Sago. This initiative aimed to capture the essence of spring through innovative flavors and visually appealing packaging, aligning with Oreo's strategy to offer seasonal products that resonate with local tastes and cultural trends.

Highlights

This limited-edition packaging design is not only vibrant and seasonal but also cleverly incorporates traditional Chinese aesthetic elements, showcasing the unique charm of Eastern culture. The design utilizes soft pink and yellow tones, representing warmth, celebration, and vitality in Chinese culture. This color pairing not only fits the essence of spring but also reflects the symbolic meanings of traditional Chinese colors, conveying feelings of happiness and harmony.

The Peach Blossom Rice Wine flavor features peach blossom patterns in the packaging, symbolizing the arrival of spring and new beginnings. In Chinese culture, peach blossoms are often associated with good fortune, prosperity, and vitality. The Mango Pomelo Sago flavor is inspired by the classic Mango Pomelo Sago drink, which is sweet and refreshing, resonating with Chinese consumers' cultural emotions, making the product more relatable and appealing.

Market Performance

The "Spring Series" received a positive response from consumers, with many praising the innovative flavors and attractive packaging. The limited-edition nature of the product created a sense of exclusivity, driving consumer interest and engagement. The series successfully generated buzz on social media platforms, with users sharing their experiences and photos, further enhancing the product's popularity.

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

PET塑料 PET material; 纸质 Paper

Craft

The packaging design of the OREO "Spring Series" uses cardboard box printing, with vibrant colors and spring-themed elements brought to life through professional color selection and pre-press color management, creating a refined and layered effect.