祥禾奶酥：包裝煥新推動品類增長
Hsiang Ho Butter Biscuits: New packaging drives category growth
奶酥是祥禾餑餑鋪積累了廣泛聲譽(yù)的產(chǎn)品，但一直以來，由于包裝，營銷等原因，并沒有形成鮮明認(rèn)知的品類認(rèn)知。當(dāng)產(chǎn)品計(jì)劃進(jìn)入更多的渠道，品牌識別度低下、產(chǎn)品品類定位不清與包裝信息層級不清以及食欲感偏弱等問題就突出出來。
在市場調(diào)研中發(fā)現(xiàn)，表皮覆蓋涂層的長條造型就是奶酥最重要的差異化視覺特征，也是祥禾奶酥產(chǎn)品壁壘的重要要素。新包裝將奶酥作為包裝視覺的焦點(diǎn)，流動的黃油在貨架上提升了消費(fèi)者的注意率與參與率。懸浮的紙質(zhì)標(biāo)簽上，品牌與品類名形成一個完整組合，持續(xù)累積消費(fèi)者對品類的認(rèn)知。不同口味采用了不同的背景色渲染，結(jié)合關(guān)鍵食材，讓產(chǎn)品口味區(qū)別一目了然，繽紛的色彩也能讓人增加購買興趣，側(cè)面則增加了食用場景的描述，從而更好的驅(qū)動銷售。
“醒目、誘人。這個包裝的購買欲太好了？這是來自消費(fèi)者的評價(jià)。充滿吸引力的新包裝上市在各渠道受到了廣泛歡迎。
Visdom has found that the long strip shape of the coating on the surface is the most important visual feature of the milk crisp, and it is also an important element of the Hsiang Ho butter crisp product barrier. The new packaging takes the milk crisp as the visual focus of the packaging, and the flowing butter increases the attention and participation rate of consumers on the shelf. On the suspended paper label, the brand and category name form a complete combination, which continues to accumulate consumers' awareness of the category. Different flavors are rendered with different background colors. Combined with key ingredients, the difference in product flavors is clear at a glance. The colorful colors can also increase people's interest in buying. The side adds a description of the eating scene to better drive sales.
"Eye-catching and tempting. The desire to buy this packaging is too good? This is the evaluation from consumers. The attractive new packaging has been widely welcomed in various channels.
客戶：祥禾餑餑鋪
時間：2024
團(tuán)隊(duì)：Rock、Tina、Yang Shuai
Client：Hsiang Ho Bobo Shop
Time：2024
Team：Rock、Tina、Yang Shuai
