Country
中国(China)
Official website
www.ivieinc.com.cn
Company Introduction
Authentic. Innovative. Rebellious. At Ivie China, we believe in doing things a little differently. Rather than push commercial ideas to the masses, we help you make meaningful connections through brand strategy and design communication that truly speak to your customers. Discover services that come with deep consumer understanding, offering strategic and holistic solutions that bridge the present, and the future. As an independent creative design agency, Ivie has proven expertise in brand creation, packaging design and consumer engagement in both Offline and Online channels. We are a brand and design specialist offering end-to-end services covering the entire process of branding and packaging. Serving some of the top global brands, Ivie China has won multiple awards from leading and renowned design competitions around the world, such as The Pentawards, World Brand Design Society Awards, PAC Global Awards, MUSE Design Awards, Good Design® Awards.
Images
Brand Name
BaoBaoChanLe
Designer Name
Cao Jun, Helen Ren, Lila Zhang, Ryan Kam
Position of Designer
Creative Director, Creative Group Head, Senior Designer, Group Creative Director
Target Group
Our primary target consumers are urban city dwellers born between 1990-1995, while the secondary consumers being the Millennials (Generation Y) born in the 1980s and who already have two children. They are families with a combined household income of between RMB 8,000 – RMB 15,000 per month. These consumers have strong interest in food, culture, music and arts, and they mainly turn to online for their shopping needs.
Major sales
电商 E-commerce
Positioning
大货 Mass Production
Design Story
The Brief: Baobaochanle, a baby food brand, does not carry a consistent packaging identity and image throughout its product range. We were tasked to help revamp the brand’s packaging to deliver an outstanding visual language that is effective, appealing and communicates a consistent brand and product messaging. Our Strategy: After conducting a market analysis and brand audit, we realized that the brand had unique and compelling product information that was not being communicated to customers. The brand’s baby food products are made from fresh, natural ingredients, with zero preservatives/additives. The baby food is also prepared using an original recipe that delivers a natural taste and flavor. This information did not appear on existing packaging and we saw this as a lost opportunity to communicate the product’s key selling points to consumers. Using these findings, we conducted a survey amongst mothers, our key decision-makers and target consumers. Results of the survey showed that a natural taste and flavor were important factors in helping mothers decide which baby food to buy. The fact that Baobaochanle uses only wholesome and natural ingredients would give mothers peace-of-mind, allowing them to choose the brand for their babies confidently. Design Solution: Our design was inspired by Baobaochanle’s existing brand logo. The objective was to create a unique visual language that communicates a compelling brand story. To appeal to mothers, we incorporated elements that they considered to be important, namely the brand’s use of fresh and natural ingredients. This is communicated in a fun and friendly, yet modern design that uplifts the overall brand image in a way that is consistent across the entire product range. This has garnered positive comments from our target and helped revitalize the brand’s standing amongst competitors.
Highlights
What started as a packaging revamp has resulted in a refreshed brand image, making way for future opportunities in the area of merchandising. In addition, the positive impact resulted from this new packaging revamp prompted our client to take it one step further with the launch of a social media campaign initiative. Results achieved were overwhelming.
Market Performance
What started as a packaging revamp has resulted in a refreshed brand image, making way for future opportunities in the area of merchandising. In addition, the positive impact resulted from this new packaging revamp prompted our client to take it one step further with the launch of a social media campaign initiative. Results achieved were overwhelming.
Material
PET塑料 PET material; 纸质 Paper
Craft
Structurally, the packaging box was produced using 400gsm white art card with offset printing to create a matte varnish effect. This ensures an end packaging design that is premium looking, and highly impactful. On the other hand, tin plate printing technology applied on the tin can box delivered an equally impressive and premium looking packaging, even without the use of special printing effect.