Brand's tin 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 brand's assets and amplify them.
Conventional 6 bottles come in a generic cardboard box which is unfestive, not gift worthy and cheap
The droplet tin was designed purely for gifting purposes, however in Asia people tended to repurpose tins after initial usage and we wanted to build in this angle of sustainability and consumer insight.  
The aim was to bring Brand's to the forefront of people homes and not have another piece of packaging that people threw away after one use.

Value

The droplet tin amplified the brand assets and utilised a matt print on a glossy brand print making it more premium than current.  This allowed people to purchase different limited edition variants that stack.
It was important that the role of the packaging was environmentally sustainable  and also enhanced consumer value.
The second life tin came from the insight that consumers liked free gifts, especially ones that they could use and repurpose, so we decided to amplify this and make a statement by keeping Brand's in the forefront of people's homes. 

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