This ducking unique range was brought to life when Aldi China approached us wanting to expand their popular Red Legends range, a range of traditional Chinese snacks that attract the not so traditional audience. Introducing; Red Legends Marinated Duck Snacks.
Our brief; to capture the essence of the Red Legend Identity: ambitious Millennials and the go-getter Gen Z’s. The brandmark replicates the historic Chinese calligraphy brushstroke, a reflection of the traditional nature of the snacks that is further mirrored through the name *Red Legend*. The Ancient Chinese Culture has many legends, the name simultaneously captures the essence of the target market through illustrating the modern definition of a legend.
With a fun and engaging design, our Creatives relished this project, producing a snacking range that reflects the culture and disrupts the status quo. The colour palette is vibrant and engaging and emits the Millennial “too cool for school” mantra. The typography is bold, loud and as a result, makes the product fearless. Together, the entertaining imagery, the explosive colour palette and audacious typography allow the pack to stand out from mainstream competitors in an overcrowded market, just like the Millennials and Gen Z demographic; making it quite the ahh… firequacker of a range.
The pack designs, whilst unique, seamlessly embody and tie together the range; making it cohesive and a brand that consumers instantly recognise and love.
A subtle nod to the traditional Chinese patterns shown on the clothing ties back to the origin of the product. This homage also creates a link back to the well-established aspect of the Red Legend identity. Why the long neck? The illustrative style, whilst having masses of personality is strategic, with emphasis placed on the part of the duck that represents the product. A strategic design combined with a great product; it is no wonder these ducks are flying off the shelf!
- Agency/Creative: Motor Brand Design
- Article Title: Red Legends Duck Snacks Packaging Design by Motor Brand Design
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Australia
- Agency/Creative City: Shanghai
- Market Region: Asia
- Project Deliverables: Brand Rejuvenation, Packaging Design
- Format: Bag
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: packaging design, FMCG, brand rejuvenation
CEO/Founder: Warren Spence