​不二家臻芯挞包装升级
 

DE­SIGNER: LEE­TAO

YEAR: 2022

终端视觉分析

1、包装风格和消费群体不契合,包装品名偏小,在终端陈列不明显，

2、品名臻芯挞和IP peko形象,以及产品视觉上3者都想强调，3者都没有凸显

3、臻芯挞烫金文字和黄色背景颜色一致,视觉上没有拉开

4、画面多个视觉焦点,彼此分开,左上角配料产品图片过大,抢主视觉焦点

5、包装侧面美味小贴士横排,与消费者习惯不符

Terminal visual analysis

1. The pack­ag­ing style does not match the con­sumer group, the size of the pack­ag­ing prod­uct name is weak, and it is not promi­nent in the ter­mi­nal dis­play. ​2. The prod­uct name Zhenxin Tart, IP peko im­age, and prod­uct vi­su­als all want to be em­pha­sized, but none of them are high­lighted. ​3. The hot stamp­ing text of the Zhenxin Tart is the same color as the yel­low back­ground, and there is no vi­sual sep­a­ra­tion. ​4. There are mul­ti­ple vi­sual fo­cuses on the screen, sep­a­rated from each other. The in­gre­di­ents and prod­uct pic­tures in the up­per left cor­ner are too large and steal the main vi­sual fo­cus. ​5. De­li­cious tips are arranged hor­i­zon­tally on the side of the pack­age, which is in­con­sis­tent with con­sumer habits.

视觉修改建议

1、品名凸显： 保留日文比划设计的基础上，品名“臻芯挞”放大，建立品类标，突显在终端陈列中。

2、IP形象强调： 突出不二家最具识别性的IP形象peko，让消费者迅速识别。

3、包装重新定位： 围绕“烘焙工坊”重新定位包装风格，突出烘焙工坊元素设计。

4、信息梳理： 优化包装信息层级，一级信息包括品类名称、IP形象，二级信息包括产品和口味备注。

5、颜色调整： 终端绿色不好卖，不要出现大面积绿色，抹茶红豆口味，强调红豆色，提高吸引力。

Visual modification suggestions

1. On the ba­sis of re­tain­ing the Japan­ese graphic de­sign, vi­su­ally en­large the name "Zhenxin Tart" to es­tab­lish a cat­e­gory la­bel 2. Vi­su­ally strengthen Fu­ji­a’s most rec­og­niz­able IP im­age, peko, so that con­sumers can quickly per­ceive it. 3. The pack­ag­ing style is repo­si­tioned around the "bak­ing work­shop" and the el­e­ment de­sign of the "bak­ing work­shop" is ex­tracted. 4. Sort out the pack­ag­ing in­for­ma­tion level, first-level in­for­ma­tion cat­e­gory names, IP im­ages, sec­ond-level in­for­ma­tion prod­ucts and taste notes, etc. 5. Ter­mi­nal green is not easy to sell. Do not have large ar­eas of green. Matcha red bean fla­vor, em­pha­size red bean color.