Choo Jia Yee Student Packaging Design Concept for Butter Up Brand

Choo Jia Yee Student Packaging Design Concept for Butter Up Brand

Butter Up is a dessert brand that specializes in pastries and baked treats. It has everything you need to create a sweet ending to your food journey from freshly oven-baked pastries to cool, chilled confectioneries such as tarts, cakes, bread, macaroons and confectioneries cookies. Ever since the pandemic started, people have eventually gotten demotivated and bored of their repetitive routine very easily.

Therefore, the objective of Butter Up is to surprise consumers with a special mystery dessert box called ‘Surprise Your Bud’ which consists of two different handpicked desserts without letting the consumers know what are the desserts they will receive.

Pop art style will be used throughout the packaging to enlighten consumers’ experiences with fun and excitement. Each packaging is inspired by comic book layout styles to show the storyline of the announcement to this newly released mystery box with random dessert surprises.

The design structure of the outer box involves consumers pulling on both sides first and there will be a 3D pop up in the middle of the cover as well as showing the tongue extending. A strip of zig-zag paper will be attached to the back of the pop up and it will stick to the cover. Desserts will be revealed once the cover is opened. On the other hand, the packaging of the macaron box has a window in the middle to show two columns of colourful mini macarons.

‘Surprise Your Bud’ packaging is targeted toward younger generations at the age of 18 to 25 years old.

CREDIT

  • Agency/Creative: Choo Jia Yee
  • Article Title: Choo Jia Yee Student Packaging Design Concept for Butter Up Brand
  • Organisation/Entity: Student
  • Project Type: Packaging
  • Project Status: Non Published
  • Agency/Creative Country: Malaysia
  • Agency/Creative City: Kajang
  • Market Region: Asia
  • Project Deliverables: Design, Packaging Design, Product Photography
  • Format: Box
  • Substrate: Plastic, Pulp Paper
  • Industry: Food/Beverage
  • Keywords: Dessert

  • Credits:
    Tutor: Deanie Cham

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