Type of applicant company

品牌方

Country

中国

Company Website

https://www.garden.com.hk/sc/

Images

Brand of the Product

Garden

Designer Name

Wisdom Ocean (Guangzhou) Culture Communication Co., Ltd May Peng、JiaWei Li、YongFan Liu

Position of Designer

Peng Qin (Creative Director); Li Jiawei (Art Director); Liu Yongfan (Designer)

Target Consumer

Sam's Club members and families valuing quality, efficiency, and health.

Distribution Channels

其他销售渠道 高端会员制商店（山姆）High-end membership store (Sam’s Club)

Positioning

大货消费品 Mass Production

Design Story

This project is a "Star-Class Toast" tailored specifically for the discerning, quality-conscious members of Sam's Club.
The design utilizes a deep matte black background to establish a sense of sophistication. This is complemented by extensive gold accents, which not only echo the color of the core ingredient—butter—but also create a powerful visual hook on the shelf, highlighting the product's premium status.
The front of the packaging cleverly incorporates an irregular transparent window. This showcases the toast's inviting color and fluffy texture, conveying a "what you see is what you get" freshness. Visually, this bridges the psychological gap between the product and the consumer, establishing immediate trust.
With a clear visual hierarchy, the packaging enables consumers to grasp the product’s core value within three seconds, striking a perfect balance between high-end appeal and approachability.
Furthermore, to address the long-standing pain point of family-sized toast being difficult to consume in one sitting, we integrated a built-in resealable seal. This design reduces storage hassle, effectively locks in moisture and the buttery aroma, and delays staling, ensuring that even the very last slice remains soft and fresh.

Highlights

This work, with the design of "black gold main color irregular transparent window", highlights the high-grade and freshness of the product visually echoing the color of the core ingredient "butter", and can also show the attractive color and fluffy texture of the toast, conveying a sense of freshness ofwhat you see is what you get", successfully shortening the psychological distance between the product and consumers, and forming a strong visual grip in the shelf display.
The differentiated lies in the "resealable" bag mouth design, which accurately solves the pain point of Sam's users who can't finish it at one time and the inconvenience storage, enhancing the user-friendliness and freshness preservation ability of Sam's users.
The packaging is clear, allowing consumers to capture the core value within 3 seconds making the product image find a perfect balance between high-end and affinity, and being highly recognizable and attractive in the shelf display.

Market Performance

The design has received a lot of praise from Sam's members since it came on the market. The product has long been on the top of the new product and the fast hand breakfast list, becoming the fastest single product to sell 200,000 pieces last month, bringing huge benefits to the enterprise and doubling the growth the Sam's butter toast category.

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

PET塑料 PET material

Craft

This product uses fresh original liquid yeast, "stress free" dough processing technology, and improves the extensibility of the dough and the softness of texture. The formula contains imported lactic acid fermented butter from two brands with a content of ≥12%, and integrates a triple-quality protein combination to enhance the and nutritional value. A "clean formula" is used to truly achieve 0 preservatives, 0 flavorings, and 0 colorants. The process strictly controls the fermentation baking conditions to ensure that the product has a delicate texture and strong aroma. This process has been maturely applied to mass production, ensuring stable product supply, and has formed a different advantage in the market with its unique process and raw material combination.

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

This product precisely addresses the common pain points of family-sized toast packaging, which are "large portion, unable to finish in one go, and inconvenient storage" The packaging has been specially designed with a resealable bag opening, effectively locking in the moisture and buttery aroma of the product, slowing down the staleness of the toast and ensuring that even the last slice remains soft and fresh when consumed multiple times. This design directly enhances the convenience of use and the preservation of the product.

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

To address the persistent issue of household-sized loaves being too large for a single sitting, we have incorporated a resealable bag closure into our product design. This innovation reduces storage costs for consumers while effectively locking in moisture and the rich aroma of butter. It also delays gluten staling, ensuring the very last slice remains as soft and fluffy as the first.

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

The design has received a lot of praise from Sam's members since it came on the market. The product has long been on the top of the new product and the fast hand breakfast list, becoming the fastest single product to sell 200,000 pieces last month, bringing huge benefits to the enterprise and doubling the growth the Sam's butter toast category.

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

In terms of business sustainability, the product has demonstrated its robust business model and long-term value through its outstanding market performance, such as consistently ranking number on the new product list of Sam's Club, becoming the fastest-selling item to reach a monthly sales volume of 200,000 pieces, and driving doubling of growth for the category.
In terms of environmental sustainability, the design actively practices the concept of environmental protection through two key features: First, it adopts a clean formula ( preservatives, 0 fragrances, 0 colorants), reducing chemical additives at the source and minimizing the burden on the environment and consumers. Second, it uses a-sealable design, effectively locking in freshness and significantly reducing household food waste caused by toast going stale or spoiling.