As a traditional festival lasting for thousands years, Chinese New Year(CNY) has always been quite an important occasion for all brands. As the largest global chocolate brand, Ferrero has been in China market for a long time, with building a brand image of refined, generous, convivial and inspiring.
While China market is growing to be a super dynamic environment.
Young generation are overwhelmed by emerging new brands which keep offering something dramatic and bold, which leads consumers continuously look for new news from brands.
As a mega brand, Ferrero not only competes with traditional players and aggressive new comers in chocolate category, health consciousness is also driving consumers choose gifts carefully, more and more brands across different categories will join in the competition during CNY.
ShinyBay partnered with Ferrero and aimed to create a gift pack that brought in something meaningful to both Ferrero and consumers, so to be their priority gift choice.
As per the market analysis and consumer insight, ShinyBay caught the booming trend, younger generation is eager to learn more of the goodness from ancient Chinese history, which is also welcomed by elder generation. So the common likeness leads ShinyBay to search and interpret traditional festival icons, which are plum blossom and folding fan.
Plum blossom, a long a beloved subject in the traditional painting and poetry of ancient China, is an auspicious symbol represents happiness, longevity, peace, and the coming of spring, and has been frequently depicted in Chinese art and poetry. In Song Dynasty, poets would pick blooming plum flowers from trees, send them as gifts to their intimate friends, and wrote poems to praise their great friendship.
Folding fan, also an auspicious symbol, is the most widely spread item in ancient times, almost everyone had one and carried it around. And a special-designed folding fan can represent its owner’s personality and taste. Also, the word “fan” is homophonic with the word “kindness” in Chinese, so folding fan is the ideal gift to bring to loved ones.
By fully leveraging festival elements, ShinyBay created an iconic fan shape with suggesting a way of hanging to well display the product. Cause the way of display not only help product could stand out from the competitors on the shelf, also echo with Chinese tradition of hanging auspicious item out of the house to wish for luck.
The delicate golden pattern shining on the fan, adding a touch of elegance and premium look.
Ferrero logo is designed to put in the center, as the mark for the folding fan. It generated an invisible connection between Chinese culture and the brand.
Chinese knot and Plum blossom are dedicated decoration to the design.
Rich red is injected through these 2 elements, both festival relevance and happiness are strongly created.
By expressing these iconic symbols in a contemporary way, the packaging is classic and eye-catching.
As added value, the product can be hanged in consumer’s house as decoration to make the product have more chances to be memorized by the consumers.
- Agency/Creative: ShinyBay Design
- Article Title: Ferrero 2021 CNY Gift Pack by ShinyBay Design
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: China
- Agency/Creative City: Shanghai
- Market Region: Global
- Project Deliverables: Packaging Design
- Format: Box
- Substrate: Plastic, Pulp Board, Pulp Carton
- Industry: Food/Beverage
- Keywords: WBDS Awards, Agency
Creative Director: Heven He
Creative: Lisa Li
Creative: Nico Zhang