Bronze Packaging Design · 2022
Shuanghui Rebrand Packaging
by Tiger Pan
- A' Design Award 2022 Bronze Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Shuanghui Group
- Estimated Number of Design Views: 16,183
- Verification code 30053C648D · Verify this award
About Shuanghui Rebrand Packaging
Shuanghui Rebrand is a packaging design for a cooked ham product sold in China. The redesign keeps the original brand elements and replaces pixelated images with geometric graphics, so the package can be recognized from a distance. Views of the product from different angles and in different combinations are simplified into rounded shapes. Three groups of bright colors separate the different flavors. A clear information layout and a unified series system help shoppers find the desired item quickly. The new brand lettering follows a gentle arc.
Press Kit
- Unique Properties
- The popularity of Shuanghui Wangzhongwang ham in China is the same as the popularity of Coca-Cola in the United States. It is a super large single product with over 10 billion sales every year; it is also a national-level product that accompanies generations of youth; it is also synonymous with the category of cooked ham. It's just that the product packaging that has not been updated for more than 13 years is still stuck in the 1980s.
- Dimensions & Packaging
- Outer bag: Width130mm x Depth30mm x Height235mm
Casing: Width19mm x Depth19mm x Height147mm - Tags
- Sausage, Food, environmental protection, rebrand, super symbol, Tiger Pan
- Production Technology
- The products presenting in different angles and different combinations are summarized as different types of rounded graphics, combined with three groups of fresh and bright colors, to distinguish the feelings brought by different taste products.
- Design Challenge
- The difficulty of our upgrade design lies in how to radiate a younger and more energetic product image on the premise of maintaining a consistent consumer memory.
The new font design of the brand is curved with a 3.36 degree arc and more clearly presents elastic product properties. After testing, the attractiveness of the new design in the sales terminal is 4.6 times that of the old product. - Project Duration
- The project lasts 2 month, designed in Shenzhen and produced in Luohe, Henan.
- Operation Flow
- How to save consumer's effort to look for an ideal product is the key challenge of this case. A distinctive symbol, a bright color, an explicit layout of info and a unitive serial system of package will help Wellmind to solve the problem, where consumers are able to recognize and pick up the products from far away.
- Research
- The design content is limited by the relative backwardness of packaging and printing technology at that time, so it presents an old and vulgar product state. The difficulty of our upgrade design lies in how to radiate a younger and more energetic product image on the premise of maintaining a consistent consumer memory.
- Inspiration
- Rebirth of a national product
We retain the original design elements as much as possible, and use geometric graphics instead of pixelated methods to enhance the transmission efficiency of the product over longer distances. The products presenting in different angles and different combinations are summarized as different types of rounded graphics, combined with three groups of fresh and bright colors, to distinguish the feelings brought by different taste products. - Image Credits
- Image #No 1: Photographer Yuling Zhu
Image #No 2: Photographer Yuling Zhu
Image #No 3: Photographer Yuling Zhu
Image #No 4: Photographer Yuling Zhu
Image #No 5: Photographer Yuling Zhu