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品牌:COCOCIGA
行业:零食快消
项目:巧克力产品包装设计&slogan
时间:2022

Project
background

项目背景

为了开拓市场,拥抱终端消费者,老牌的可可工厂仁可食品找到DCC,从现有巧克力产品中打造一款适合Z世代的巧克力产品,入驻线下商超货架,但是现今是巧克力的新消费时代,产品如果没有颠覆性的购买理由,在琳琅满目的货架上如何才能而出让消费者怦然心动?

What do you think of when you mention generation Z? quadratic element? Internet aborigines? With the young generation Z gradually entering the society, the consumption ability of generation Z as a new consumer group is not inferior. At present, generation Z has become the focus of attention from all walks of life.
 Generation Z

Z世代

提到Z世代,你会想到什么?二次元?互联网原住民? 随着年轻的Z世代们逐步迈入社会,作为新消费人群的Z世代们消费能力毫不逊色,目前Z世代已经成为了社会各界关注的焦点。

In order to develop the market and embrace end consumers, Renke food, an old brand cocoa factory, found DCC to create a chocolate product suitable for generation z from the existing chocolate products and settled in the offline supermarket shelves. However, it is a new consumption era of chocolate. If there is no subversive reason for purchasing the products, how can consumers be excited on the colorful shelves?

基于爱分享、爱种草的社交属性,Z世代群体衍生出了不同的圈层文化,他们彼此交流感想,构建友谊。从小被移动互联网包围的Z世代,受二次元文化影响较大,也愿意为二次元持续性消费

Based on the social attribute of sharing and planting grass, the generation Z group has developed different circle cultures. They exchange feelings and build friendship with each other.

Design
source point

设计源点

爱二次元、重体验、看颜值也是Z世代消费的偏好。作为二次元的生物,尤为喜爱逗趣与搞怪。我们抓住了这个强烈的心智,通过分格漫画的画面形式塑造了这款“来自二次元的巧克力”。怎样充实漫画的故事,让消费者与巧克力建立巧妙的情节连接点就变成一个非常有意思的事儿,我们找到的主题是:“可可豆大乱斗”。

我们把可可果剖开,竟发现可可豆在果壳中进行着二次元的大乱斗,他们有的在打擂台赛,有的在饮酒看戏,有的在摇旗呐喊,拟人化的可可豆,夸张的动作演绎,让“购买巧克力”瞬间变得有趣。

It is also generation Z’s consumption preference to love the second dimension, emphasize experience and look at appearance. As a two-dimensional creature, he especially likes to be funny and funny. We captured this strong mind and created this “chocolate from the second dimension” through the picture form of the split cartoon. How to enrich the story of comics and let consumers establish a clever plot connection point with chocolate has become a very interesting thing. The theme we found is “cocoa beans fight”.

When we opened the cocoa fruit, we found that the cocoa beans were engaged in a two-dimensional chaos in the shell. Some of them were playing a challenge, some were drinking and watching a play, some were waving flags and shouting. The anthropomorphic cocoa beans and exaggerated action deduction made the “buying chocolate” instantly interesting.

解决了趣味性与故事性,我们还需要让产品的包装色彩也能在货架上近百种同类产品中脱颖而出,高饱和度的橙红色与奶黄色的搭配,具有极强的视觉冲击与辨识度,粗扁宽大的字体线条营造出热血漫的沸腾感,为产品在货架上的“自我表达”提供了有效载体。

To solve the problem of interest and story, we also need to make the packaging color of products stand out among nearly 100 similar products on the shelf. The combination of high saturation orange red and cream yellow has strong visual impact and recognition. The thick, flat and broad font lines create a boiling feeling of blood, and provide an effective carrier for the “self-expression” of products on the shelf.