The Biggest Bite

The "Moo Yor" is a traditional Thai sausage originating from the North Eastern region of Thailand. It is an all time favorite product amongst the older generations and usually enjoyed as snack, side dish or as ready to cook product ingredient used in various menus. S.Khonkaen brings a young and fun perspective to this traditionally loved product to the younger generations. It is now ready to eat and served in a thick big slice, which is backed by research, to provide the best experience of having this product.

Our challenge in packaging design is to make it standout from strong competition among ready to eat products. We communicate our product uniqueness, size, by comparing it with the size of a city and illustrate the picture using painting technique that the young consumers are familiar with from Hollywood animations. Colors used are carefully selected to ensure differentiation and product excitement. We also bring new design to product’s name to emphasize the difference of this new launch product. Our design leaves transparent space in the middle of the packaging to show how this new product looks like. Illustration is filled with details to symbolize Bangkok and hidden items, such as company's logo to further serve marketing campaign and interact with the target in social media. The packaging design is also served as offline media to send out the challenge to content creators to have fun and win the prize by illustrating this concept "The Biggest Bite" in their own way.