Brand's tin sleeve CNY2018

Brand's 2018 Chinese New Year Packaging

Designing the limited edition 2018 CNY Packaging for Brand's chicken essence 
Agency :  JKR Singapore

Challenge

Brand's is a brand rich in heritage and science with a loyal consumer base that has grown up with the brand.  Unique to Asia it is a product that generations have grown up with and trust.   The challenge was to redesign the whole gifting structural design range with this just being a small example.
Working with a talented illustrator for the 2018 KV to highlight the brands assets and amplify them to make every drop count.
Convention 6 bottles come in a generic cardboard box which is unfestive, not gift worthy and cheap
The droplet tin was design purely for gifting purposes looking into the consumer insight that in Asia a lot of second life products were tin based and people tended to repurpose this.   We wanted to bring Brand's to the forefront of people homes and not have another piece of packaging that people threw away.

Value

The droplet tin amplified the brand assets and utilised a matt substrate and a glossy brand KV, making it more premium than current. This allowed people to purchase different variants and stack them, collecting the limited edition tins or creating their own bespoke gifting sets. 
It was important that the role of the packaging was sustainable and environmentally friendly as well as also adding consumer value.
The second life tin came from the insight that consumers in Asia were drawn to free gifts during the festive season especially one that they could use and repurpose, so we decided to enhance this and make a statement by keeping brands in the forefront of peoples homes. 

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