Type of applicant company

设计机构

Country

中国

Company Website

www.focusbrand.cn

Images

Brand of the Product

Dobby

Designer Name

Jiao Hengjian, Wang Qingqing

Position of Designer

Design Director，Designer

Target Consumer

Targeting young consumers, our product is designed to cater to their specific needs and preferences.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

大货消费品 Mass Production

Design Story

Dobby brand has entrusted us with the task of upgrading the packaging for their premium ripe fruit juice gummy series. As the first creative candy brand in China to use high fruit juice content in gummies, Dobby’s gummy series has achieved a cumulative sales revenue of up to 200 million yuan.

Due to the prolonged use of the existing packaging, it has lost its sense of fashion and no longer meets the aesthetic needs of today’s consumers. Therefore, our goal for this upgrade is to enhance the quality perception of the product and better cater to the needs of sophisticated young consumers.

Currently, there is a significant problem of homogeneity in the packaging of gummy products in the market, with most featuring appetizing fruit photography. However, we aim to deliver a more exquisite and emotionally appealing product to consumers, making it stand out among other products in the same series and possess a stronger sense of differentiation.

Highlights

For this upgrade, we have chosen to showcase the fruit flavors through artistic hand-drawn illustrations, creating a distinct contrast with the large fruit images used by our competitors. The illustrations employ a textured brushstroke technique, conveying a sense of rusticity and naturalness, perfectly presenting the fruits’ plumpness and juiciness, adding a refined and warm feeling to our products.

As the first domestic brand to use high fruit juice content in gummies, our key selling point lies in the addition of abundant real fruit juice. To highlight this feature, we have redesigned the font hierarchy, maximizing the prominence of the percentage of real fruit juice content. This design is visually clear, intuitive, and more intriguing, capturing the interest and curiosity of the audience.

Market Performance

无

Material（For concept works, please choose the material you plan to use）

PET塑料 PET material

Craft

PET

Does the design solve the problems that are common across the product category? If so, please explain.

Product Visual Rejuvenation: We have conducted a comprehensive visual upgrade of our product packaging to better cater to the current consumer demographic. By enhancing the overall packaging with a sense of fashion and quality, we have made the product’s appearance more aligned with the aesthetic preferences of young consumers.

Product Design Differentiation: We recognized the lack of differentiation in design among competitors in the same category, who often rely on extensive fruit imagery to showcase their candies. To address this issue of homogeneity, we have adopted a fresh design approach that clearly sets us apart from the competition. By creating unique visual elements and design styles, we have successfully endowed our product with stronger differentiating features.

What functional designs of the work have enhanced the user experience?

The packaging design with a transparent window allows for easier visibility of the product inside, especially for a large quantity of candies, thus enhancing its desirability for purchase.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

recyclable PET eco-friendly material