China   |  2022

MUSE Design Awards Gold Winner

Ferrero 2021 CNY Limited Edition Gift Pack Design

Entrant Company

ShinyBay Design

Category

Packaging Design

Client's Name

FERRERO TRADING (SHANGHAI) CO., LTD.

Sub-Category

Snacks, Confectionary & Desserts

Project Challenges In this project, we encountered a topic that all brands, especially overseas brands, need to consider in their seasonal promotions - how to harmoniously integrate with the Chinese New Year theme, meet consumers' festive demands, achieve sales goals, without sacrifices brand tonality and maintains the unity of consumers' perception of the brand. So our design need to give solutions for achieving a balance between short-term sales goals and maintaining long-term brand awareness. Design Ideas & Considerations The design takes into account Ferrero's brand image of "exquisiteness, decency and sharing" established over the years, as well as the exposure of the brand's visual assets "golden, Ferrero praline". We built a Chinese-style folding fan as a visual structure. The collision of gold and red brings visual impact and shelf expressiveness, while the upper part of the Ferrero Golden Ball praline is naturally exposed, triggering consumers' intuitive association with the use of the brand and festival scenes. The design hopes to present the atmosphere of Chinese New Year's joy without losing modern elegance. What kind of elements and techniques to extract to interpret, these thoughts stem from our understanding of local culture: Chinese cultural confidence and traditional oriental aesthetics are increasingly cherished. After extensive comparison of classic Chinese elements, The elements of "Plum and Fan" are extracted, not only because they are the symbol of the Spring Festival, but also the expression of culture, history and aesthetics. And we hope to build a bridge of cultural understanding between brands and consumers through design interpretation. For the offline shelf and pile head display, a large area of gold and red is used to attract the attention of consumers, and the display method is also suggested to hang the red rope and Chinese knot, which makes the gift box display in the pile head different, and also increases the gift box as added value. In terms of craftsmanship, we recommend partial bronzing, embossing and reverse varnish craftsmanship, so as to achieve the glittering of the overall picture.

Credits

Creative Director
Heven
Creative
Lisa
Creative
Nicole
Account Director
Arthur
Account Manager
Junee
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