Type of applicant company

品牌方

Country

中国

Company Website

无

Images

Brand of the Product

Qu Xiang

Designer Name

Quxiang Marketing Department-Ceci Chen，Selina Zheng

Position of Designer

无

Target Consumer

The main consumer group is young people aged 12 to 21, who pursue fashion and individuality, have a high acceptance of new things, and are the main force in ice cream consumption. They value experiences, enjoy sharing on social media, have a strong curiosity, and seek the dual impact of 'explosive flavors and high aesthetics.' They are willing to spend for social currency and emotional value.

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; 其他销售渠道 趣香官方小程序

Positioning

大货消费品 Mass Production

Design Story

Design Background of the Work:
1. "Experience Fatigue" of Traditional Puff Pastries
Although puff pastries are classic desserts, their taste tends to be homogenized (soft and creamy), lacking a sense of "surprise". Consumers, especially the Z generation, have a growing demand for snacks that are both edible and fun. The unique "bursting sensation" of popping candy can break the monotony of puff pastries and create a differentiated experience of "finding a surprise in your mouth".
2. The "Childish" Label of Popping Candy Limits Its Consumption Scenarios
Popping candy has long been stereotyped as a "children's snack" or "nostalgic candy", with limited consumption scenarios. Embedding it in the "afternoon tea social" scenario of puff pastries can not only dilute the childish label but also enhance the value perception through the sophistication of puff pastries, solving the hidden shame point of "adults feeling embarrassed to buy popping candy alone".
3. The Strong Demand of the Z Generation for "Multisensory Stimulation" and "Social Attributes"
The "bursting sensation" brought by popping candy can activate the sense of hearing and touch, creating a multi-dimensional experience that is "audible, visible, and shareable", naturally suitable for short video dissemination scenarios. Young people are extremely sensitive to the attributes of "healing and stress relief". The "explosive sound effect" and "tongue dance" of popping candy puff pastries can trigger ASMR (Autonomous Sensory Meridian Response), becoming "shareable content" on social media and meeting the demand for "taking a video before eating" as a form of social currency.

Description of the Design Concept:
1. Visual Design:
The product adopts an exaggerated perspective angle, with the popping candy IP breaking through the picture, vividly presenting the surprising experience of popping candy exploding in the mouth. The design is both cool and appetizing, with a strong social attribute. The explosive lightning and the shocking momentum of a cannon-like launch, combined with the popping candy IP, form the core visual creative point of the packaging.
2. Emotional Value:
The product is positioned as "the return of childhood for adults", providing a 5-second "emotional escape" in high-pressure life and becoming a new favorite for afternoon tea, gifting, and social check-ins. The 35-degree chocolate shell ensures that the popping candy does not explode immediately when sprinkled on it, but instead adds different flavors and textures, satisfying and releasing the curiosity for unique tastes.

Highlights

The highlight of this product that consumers remember most is its strong visual memory symbol system: an exclusive 'afro anthropomorphic IP' paired with a lightning logo, and contrasting color schemes, breaking the homogeneity within the same category. The colors intuitively distinguish flavors, maximizing shelf recognition; individual aluminum foil small packages with easy-tear openings present a clear information hierarchy, conveying in 3 seconds the selling points of 'Lightning Puff with Pop Rocks,' quickly anchoring the product’s core and brand tone.

The differentiated added value is reflected in three dimensions:
Experience value: The aluminum foil balances freshness and portability, suitable for individual use, reducing waste and differing from conventional single-function bakery packaging;
Brand value: The visual symbols run throughout the entire packaging, naturally encouraging social sharing and supporting the cultivation of a youthful brand mindset;
Commercial value: Mature production processes facilitate mass production, the aluminum foil material extends shelf life and supports premium pricing while balancing sustainability and business efficiency.

Market Performance

无

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

其他 铝膜

Craft

This product uses food-grade PET composite aluminum film, featuring mature technology and wide application: the dry lamination process bonds multiple layers of substrates to create high-barrier films, ensuring the freshness of the cream puffs; gravure printing reproduces the IP and brand visuals, while hot stamping enhances the texture of the logo, all standard industry processes; fully automatic bag-making machines produce three-side sealed/back-sealed bags with easy-tear designs, and the box is laminated to enhance rigidity; after aseptic filling, heat sealing ensures complete sealing. The entire process is highly prevalent in the field of food flexible packaging, compatible with large-scale production without any implementation obstacles.

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

This packaging addresses issues common in the same product category, such as homogeneity, chaotic information, and weak memory: it breaks homogeneity with a unique anthropomorphized IP and contrasting color symbols, distinguishes flavors through color coding, and enhances shelf recognition; it places the product name and selling points at the visual center, organizes information with icons and real product images, making key points noticeable in 3 seconds; brand symbols (LOGO/IP) run through both box and bag packaging to reinforce memory; and the playful visuals are adapted for social sharing, enhancing shareability.

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

This packaging enhances the experience through these functional designs: Quick decisions: Differentiates flavors with colors and highlights selling points with icons (like popping candy), allowing for 1-second recognition of differences; Convenient to use: Individually packed for portability, with each pack containing complete information (flavor/selling points), so there's no need to open the box to check; Emotional experience: Fun visual elements from the IP reduce 'choice pressure,' the packaging itself encourages a 'sharing feeling,' creating a sense of pleasure before eating; Clear cognition: Cross-sectional images intuitively show the 'crispy outside, soft inside' texture, reducing expectation gaps.

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.

From an environmental perspective, aluminum foil's high barrier properties extend the shelf life of puffs and reduce food waste; aluminum foil is recyclable (requires sorting) and has the potential for reuse. From a business perspective, individually wrapped aluminum foil packaging suits single-person scenarios, reducing food waste and increasing purchase frequency; the lightweight material is easy to transport and produce, lowering supply chain costs; the texture of aluminum foil combined with a consistent visual design enhances a premium feel to support higher pricing, and its strong recognizability also helps encourage long-term brand repurchase.