Brand's tube 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 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 range with this just being a small example.
Working with a talented illustrator for the 2018 KV, the sole purpose of the packaging was to make a four bottle pack not only gift worthy in presentation on CNY but also for everyday.  Inspiration was taken from CNY firecrackers which is suppose to bring luck and ward of evil. 
Constructed of wrapped card, it shows versatility of how it can flex with different variants, saving on cost and streamlining efficiency.
Care was taken so that the whole piece of packaging was made from card so that it's more sustainable than current and competitors.  The ribbon adds to the extra premium cue.

Value

Constructed from wrapped board and maintaining the discovery of gifting, this piece of packaging offers consumers a delightful anticipation experience. 
We have amplified the cues of CNY festivity and nuances and leveraged this using premium materials. 
This is a cost effective way for a brand to have one pack that can flex across multi variants keeping cost low. 
The print is high gloss on a matt substate to bring attention to the brand mark and KV.

Related Projects

Share by: