HAVE AN APPETITE AND BE EYE-CATCHING ENOUGH

Customer/Hapi Chew Chewing Candy

Logo design/packaging design

——Igniting taste buds with colors and grabbing attention with coolness

1、 Design origin: Let happiness be seen at first sight

Hapi Chew is a casual candy product with "happiness" as its core.

In the highly competitive candy category, the average time for consumers to make a purchase decision is less than 3 seconds. How to catch consumers' attention in an instant? How to make the abstract feeling of "happiness" be seen and perceived at first glance on the shelf?

The core mission of this design is to use the highest purity of colors, the most authentic presentation of fruits, and the coolest visual language to make Hapi Chew the most eye-catching presence on the shelves - making happiness impossible to hide.

2、 Core concept: Color is taste, vision is taste

Design strategy: sensory first, happiness directly given

Candy is a commodity of "instant happiness", and the behavior of consumers purchasing candy is essentially paying for the "pleasure of that moment". Therefore, packaging design must accomplish a task: to enable consumers to "taste" the packaging as soon as they see it.

Our strategy is:

Color arouses taste buds: using high-purity colors to directly stimulate senses, creating a synesthesia between vision and taste

Establishing trust through authenticity: presenting authentic fruit images, allowing consumers to have a clear understanding of taste and quality at a glance

Cool and attractive to young people: using trendy visual language to accurately target young consumer groups

When this color appears on the shelf, it's not just selling candy, it's declaring: happiness should be so bright; Taste should be so authentic; Young, it should be so cool.

2020