Type of applicant company
设计机构
Country
中国
Company Website
https://newcannery.com/
Images
Brand of the Product
Jiujie Shufen
Designer Name
NewCannery
Position of Designer
无
Target Consumer
18-25 years old, with a high proportion of female customers, mainly women from Sichuan and Chongqing areas, concentrated in Generation Z and young people in small towns. It includes customers who are interested in snail noodles and want to try it, as well as serious fans of snail noodles, and consumer groups who prefer heavy flavors. They will generally focus on the Z era/urban white-collar workers/small town youth.
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS
Positioning
大货消费品 Mass Production
Design Story
Jiujie Shufen is a well-known chain restaurant brand in Sichuan and Chongqing. After launching its snail noodle pot base in 2021, it was widely praised. The brand wants to create retail products and obtain a second growth line. Based on this, the new canning factory started from the target consumers and upgraded the visual premium of the brand and products. Explore the visual system transformation and retail productization from offline physical catering brands to new retail consumer brands. Taking "fried eggs bigger than the palm of your hand" as the core selling point, the product vision is shaped based on the core differentiation of the product. Anyone who has eaten Shufen will recognize at a glance that Shufen Big Satisfaction Snail Noodles is the snail noodles under the Shufen brand.
Highlights
1. Adhering to the brand's concept of "pampering women", combined with the target consumers' favorite clutch bags, the packaging shape breaks through the vertical shape of traditional snail noodle packaging.
2. Color matching, remember it at a glance, red and green are outstanding. Excavate the brand's visual assets, retain the red and green colors and brick expression, and inherit consumers' awareness and intimacy of the brand.
3. "Appetite" BUff is refilled! The front of the package uses icons to present selling points such as "original soup", "fried eggs" and "rich side dishes", allowing consumers to visually experience the deliciousness of the product.
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
No special process
Does the design solve the problems that are common across the product category? If so, please explain.
The shape of the packaging breaks through the vertical shape of traditional snail noodle packaging. The horizontal clutch shape increases the product packaging area and makes the product more conspicuous on the shelf.
What functional designs of the work have enhanced the user experience?
Rich small material packages, giving consumers a DIY experience.