WANT WANT Gummies
Packaging, Advertising,
Branding, Illustration
With other Asian fruit gummies flooding the shelves in bold and overwhelming amounts of graphics, WANT WANT Fruit Gummies need to stand out amongst their competitors. Furthermore, it needs a unique aspect that would further expand into the market and drive up sales.
By utilising their iconic mascot’s face their customers recognise them for, their package is redesigned with monochromatic colours and simple graphics. With research, the concept of ‘blind boxes’ have sky rocketed globally, thus, collectable packaging and stickers were created. Including a secret character that references the origin story of the brand.
The result was a redesign on the three flavours’ packaging: strawberry, orange and apple. Then a campaign was created to promote the new design and collectable experience by showcasing the different versions.
Demonstrates how the redesigned package stands out in comparison to their competitors that sit on the same shelves as they do.
The outside packaging will feature the whole range of facial expressions that the consumers can collect.
Not only that, a randomised sticker will be in the lolly bag to make the experience replicate when one opens a blind box.
They can either collect them or use it to seal their lolly bag if they want to save their remaining fruit gummies for later.
The ‘blind boxes’ phenomenon includes having a secret character that is harder to get in comparison to the other designs. Thus, our secret character references the origin story of the name WANT WANT: the dog at the temple whose bark was similar to the pronunciation of Wan (旺), which symbolises prosperity.
