Project Overview
With over 30 years of experience in the food supply industry, Red Jade, a 100% family owned business, is well known for its delicious traditional Asian confectionery and baked goods.
Wanting to take the brand to the next level, Red Jade is setting their sights on breaking out of the traditional mould and creating something memorable and interactive that will appeal to the Australian and western market.
Project Commissioner
Project Creator
Team
Irwin Hau – Creative Director
Diana Tan – Designer
Mireille Singh – Project Manager
Project Brief
As part of the brief for the re-design, Red Jade had clear branding and marketing goals for its packaging:
- Keep the traditions of the past whilst modernising the packaging
- Needed to tell the story of a generational evolution in the family business of ‘east meets west’
- Brand needed to break out of the traditional mould they currently use whilst also creating something memorable, interactive and appealing to the Australian market.
- Establish the brand in the Australian market
- Packaging needed to stand out against its competitors
- Packaging needed to resonate with mainstream supermarkets such as Coles and Woolworths.
As their design agency, we were tasked with assisting them in achieving these goals through clever design that transcended from print and into digital.
Project Innovation/Need
Just as Red Jade’s Peanut Crunch products are unique in taste and texture, the branding and packaging required the same unique flavour and innovation.
Stand out from the crowd
- Red Jade’s Peanut Crunch is something you need to literally ‘sink your teeth into.’ To play on this unique aspect, we used a mouth and teeth in the design to act as the window for displaying the product to emphasize its freshness.
- Using vibrant colours and unique textures in the packaging ensures Red Jade stands out from their competitors on supermarket shelves. In our research of Red Jade’s competitors, we found they mostly utilised text based, cardboard or plain plastic packaging for their products.
Going Aussie - Brand recognition
- The brand needed to cut through the existing clutter of competitors on supermarket shelves and create immediate brand recognition for consumers.
- Whilst retaining the brand’s history and traditions, the design must appeal to a western / Australian market.
Quality
- By simplifying the design elements and choosing high quality print packaging, we helped portray Red Jade as a high quality product.
Design Challenge
Designing a package that incorporated Red Jade’s well established history, whilst making it more modern wasn’t the only major challenge we encountered!
There were many more items we needed to tackle like:
- Packaging had to stand out amongst competitors who already had a large share in the market.
- Competitors packaging is more text based so we purposely had to steer away from this to ensure Red Jade’s packaging stands out on the shelf.
- Design needed to retain brand recognition across digital platforms like the website and social media. As a creative agency, we also kept a potential digital strategy top of mind when designing their packaging.
Effectiveness
As Red Jade’s competitors packaging was highly text based, we quickly saw a gaping opportunity to hero Red Jade’s product through a design style that’s never been seen before in this niche of the industry.
We utilised vibrant colours to represent each product category, orange for Peanut Crunch, green for Sesame Crunch and maroon for Black Sesame Crunch. This meant that consumers were introduced to the three different flavours immediately.
The clever use of the mouth to showcase the product was a play on the product itself being quite crunchy – you have to use those teeth for this one. This design feature also encourages potential promotional campaigns.
Finally, we used subtle Chinese characters in the background as a nod to the brand’s history and traditions whilst the texture of the packaging (matte and foil) makes the packaging appeal to the Western market.
Overall the design encompasses an elegant yet fun style that stands out from Red Jade’s competitors. It pays homage to the brands long standing traditional history whilst driving it into the future of a brand new target market.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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