Type of applicant company

设计机构

Country

中国

Company Website

www.the25s.com

Images

Brand of the Product

无

Designer Name

The 25s Creative Team

Position of Designer

无

Target Consumer

The primary target audience is urban youth aged 18-35, including students, white-collar professionals, and trend-conscious individuals who are highly active online (often referred to as "5G surfers"). Most of them are immersed in monotonous daily routines and work life, longing for small surprises to add a touch of sweetness to their otherwise mundane days.

Distribution Channels

其他销售渠道 盒马

Positioning

大货消费品 Mass Production

Design Story

In the context of a fiercely competitive new-style bakery market and the proliferation of co-branded marketing campaigns, Oreo and Hema Bakery have accurately identified the core demand of young consumers (particularly Generation Z): what they are purchasing is not merely a product, but a form of "social currency" that allows them to express individuality and engage in sharing. Conventional co-branded products often stop at superficial logo placement, lacking deep interaction and memorable elements, which makes it difficult to spark organic spread on social media.

This collaboration aims to break through this bottleneck by directly addressing consumers' desire for "playful, fun, and meme-worthy" content. It elevates a typical dessert partnership into a playful feast co-created with consumers, thereby strengthening the brands' youthful and engaging image.

Highlights

The core innovation of this work lies in achieving a trinity of creativity: "Naming as Creativity," "Packaging as Interaction," and "Visuals as Communication."

• Catchy Naming and Product Arrangement: The product name "Oreo Oreo Oreo Roll" is in itself a meticulously designed "meme." It is not a meaningless repetition but cleverly describes the product composition: O-roll (rich cocoa flavor) · Li-roll (smooth vanilla flavor) · O-roll (rich cocoa flavor). This catchy and rhythmic naming possesses high potential for viral spread, making it memorable for consumers at first glance.

• Interactive Packaging Design: The packaging is not merely a static container but an integral part of the experience. An interactive "small window" mechanism is designed, allowing consumers to glimpse Hema's IP character through the window, creating a "small surprise" during the unboxing process. This transforms a simple purchasing act into a fun-filled exploratory experience.

• Approachable Visual Language: Instead of using traditional product photography, the Swiss roll product is presented in a chibi-style illustration format. This style is cuter, more dynamic, and effectively reduces the commercial feel of the product. It bridges the distance with consumers and conveys the brand's friendly attitude of "playing together with everyone."

Market Performance

Hema's cake products have consistently ranked within the top five on the sales surge and bestseller charts, with a favorable rating of 99.5%.

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

纸质 Paper

Craft

Paper Sleeve