(1) IRVINS
INSTRUCTOR NGUYEN DUCSON
(3) COMPETITORS
(5) PACKAGING
_ 04
(2) BRAND TIMELINE
_ 06
_ 10
(4) PRODUCTS
__ 01 21
_ 18
(6) PACKAGING REDESIGN
_ _ 0 5 01
CONTENTS
04 [ IRVI NS ] [ 0 1 ] br a n d i n g st o r y
Lauched in Singapore as an F&B company 2007 before lauching IRVINS Saltedalted Egg in 2014 and Saiko Butter Brew in 2018, this classic brand of salted egg chips has become so popular that even visitors from Aussie and Indonesia come by the masses to smuggle bag loads of the savoury delicacy back home.
Find us
06 [ IRVIN S] [ 02 ] h is t ory of I rv in s S a l t ed E g g
2007
2010
2007 - 2014 Started as a seafood restaurant called “Irvins’s Seafood” with the best seller being the Salted Egg Crab
Brand Timeline
2014 - now Lauched IRVINS Salted Egg
2018
2014
&
2018 - now Lauched Saiko Butter Brew
10 [ IRVI NS ] [ 0 3 ] c o m p e t i t o r s
Golden Duck Co. Golden Duck Co. was one of the first brands to sell salted egg chips in Singapore. Their chips have a slightly milder taste, but are still every bit a delightful treat.
Ei Salted Egg Ei Salted Egg has been exploding in popularity due to its unique variations like salted egg chicken skin and even salted egg wonton chips.
Tiny Red Dot Besides the unmistakable savoury and sweet combo of salted egg, sugar and spice, they’ve got the iconic Merlion plastered on of the packaging – a splendid way to remember Singapore by
12 [ I R VI NS ] [ 0 4 ] p r o d uc t
Salted Egg Fish Skin: Made using only the most premium Dory fish skin sourced from the Asia Pacific region.
Salted Egg Potatio Chips: Made from potatoes, thinly sliced and coatedwith Dangerously Addictive salted egg recipe.
14 [ I R VI NS ] [ 0 4 ] p r o d uc t
Salted Egg Crunchy Roll: Roll in layers of salted Egg goodness with every bite of our very own reimagined spring rolls.
Salted Egg Cassava Chips: Is a crunchy root vegetable. Cassava chipsare gluten-free, and have less fat compared to conventional potato chips.
18 [ I RVI NS ] [ 0 5 ] p ri ma ry p a c k a g i n g
Aluminum Bag with Zipper 2014-2016
Glass Jar 2014-2016
Printed Aluminum Bag with Zipper 2016-now
20 [ I RVI NS ] [ 0 5 ] p ri ma ry p a c k a g i n g
Aluminum Bag with Zipper MATERIAL
SHAPE
Aluminum Foil PET/PE Plastic
Stand Up Zip Pouch Bottom Open Type
Dimensions (Over Zipper + Below Zipper x Bag Width)(mm) 20+170x120
Primary display panel
STATEMENT OF IDENTITY
MAIN COLOR Transparent
22 [ IRVIN S ] [0 5 ] p rim a ry p a c k a g in g
Glass jar MATERIAL
SHAPE
Hard PVC
Clear Wide Mouth Jars
Dimensions (Inner Caliber x Diameter x Height)(mm) 47x80x146
Primary display panel
STATEMENT OF IDENTITY
Primary display panel
MAIN COLOR Transparent
26 [ I RVI NS ] [ 0 5 ] p ri ma ry p a c k a g i n g
STATEMENT OF IDENTITY NET QUANTITY STATEMENT
Printed Aluminum Bag with Zipper MATERIAL
SHAPE
Aluminum Foil PET/PE Plastic
Stand Up Zip Pouch Bottom Open Type
Dimensions (Over Zipper + Below Zipper x Bag Width)(mm) 20+170x120
Primary display panel
INFORMATION PANEL
FRONT
MAIN COLOR Tussock #CB944D
BACK
pr i ma ry d i s p l a y p a n e l
INFORMATION PANEL
STATEMENT OF IDENTITY
NET QUANTITY STATEMENT
FRONT
BACK
i n f o rma t i o n p a n e l
PARENT COMPANY
NUTRITION FACTS PANEL
GTIN NUMBER
PRODUCT NAME
INGREDIENT LIST
DATE STAMP
34 [ I RVI NS] [ 0 5 ] s e c o n d a ry p a c k a g i n g
IRVINS Danger Bag
IRVINS Plastic Bag
IRVINS Yellow Reversible Tote Bag 2016-now
36 [ I RVI NS] [ 0 5 ] s e c o n d a ry p a c k a g i n g
IRVINS Danger Bag MATERIAL
SHAPE
MAIN COLOR
Kraft Paper
Rectangular Shape Bag with Strap Dimensions (Height x Width x Dept)(mm) 180x220x100
Soft Yellow #E8CF6B
40 [ IRVIN S] [0 5 ] s ec on d a ry p a c k a g in g
IRVINS Yellow Reversible MATERIAL
SHAPE
MAIN COLOR
Fabric
Rectangular Shape Bag with Strap Dimensions (Height x Width x Depth)(mm) 180x220x100
Tussock #CB944D
44 [ IRVIN S] [0 5 ] s ec on d a ry p a c k a g in g
IRVINS Plastic Bag MATERIAL
SHAPE
MAIN COLOR
LDPE Plastic
Pouches Shape Bag Dimensions (Height x Width x Depth)(mm) 220x180
Soft Yellow E8CF6B
ons seas
ngs
ti Gree
ER NG Y E DA USL TIV -O DIC AD
ER NG Y E DA USL TIV -O DIC AD
ER NG Y E DA USL TIV -O DIC D A
50 [ I R V I N S ] [0 6] l og o
51 [ IRVI N S ] [0 6] c ol or s y s t em
PANTONE P 49-14 C
R170 G60 B50 C20 M90 Y85 K15
PANTONE P 47-176 C
R100 G30 B30 C35 M90 Y80 K50
PANTONE P 10-108 C
R255 G195 B25 C35 M25 Y95 K50
PANTONE P 103-15 C
R40 G60 B100 C35 M90 Y80 K50
PANTONE P 179-16 C
R100 G30 B30 C35 M90 Y80 K50
52 [ I RVI N S ] [ 0 6 ] l o g o t y p o g ra p h y
roudy rainbows ABCDEFGHIJKLM nopqrstuvwxy z1234567890 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset she ets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.
R Limitioedn E G N Edit DA Y -OUSL TIVE ADDIC
175 ml (60k kcal)
54 [ IRVIN S] [0 6] red es ig n p a c k a g in g
Container Box MATERIAL
SHAPE
Cardboard
Rectangular Box
Dimensions (Inner Caliber x Diameter x Height)(mm) 21x29.7x10.5
Format Board
PE Foam 21 x 27.9 x 2.5
Format Board
PE Foam 21 x 27.9 x 7.5
Primary display panel
MAIN COLOR Transparent
56 [ I RVI NS ] [ 0 5 ] p ri ma ry p a c k a g i n g
Height 21 cm
Depth 12 cm
Width 29.7 cm
Printed Aluminum Bag with Zipper MATERIAL
SHAPE
Aluminum Foil PET/PE Plastic
Stand Up Zip Pouch Bottom Open Type
Dimensions (Over Zipper + Below Zipper x Bag Width)(mm) 20+170x120
Primary display panel
MAIN COLOR Tussock #CB944D
60 [ IRVIN S] [0 6] red es ig n p a c k a g in g
Snack Box MATERIAL
SHAPE
Cardboard Aluminum
Rectangular Box Pouches with Zipper
Dimensions (Inner Caliber x Diameter x Height)(mm) 16x9x4
Topless box
2-sideless box
Pouches with snack inside
62 [ I RVI NS ] [ 0 6 ] re d e s i g n p a c k a g i n g
STATEMENT OF IDENTITY NET QUANTITY STATEMENT
NUTRITION FACTS PANEL
INGREDIENT LIST GTIN NUMBER
STATEMENT OF IDENTITY NET QUANTITY STATEMENT
NUTRITION FACTS PANEL
INGREDIENT LIST GTIN NUMBER
66 [ I RVI NS ] [ 0 6 ] re d e s i g n p a c k a g i n g
NUTRITION FACTS PANEL
Brew Can MATERIAL
SHAPE
Aluminum
Can Demensions (Height x Width x Depth)(cm) 10.5x5x5Ï€
INGREDIENT LIST
STATEMENT OF IDENTITY
NET QUANTITY STATEMENT
GTIN NUMBER
70 [ I RVI NS ] [ 0 6 ] re d e s i g n p a c k a g i n g
INGREDIENT LIST
Sauce Jar MATERIAL
SHAPE
Glass Hard PVC
Clear Wide Mouth Jar Demensions (Height x Width x Depth)(cm) 10.x6.5x6.5Ï€
STATEMENT OF IDENTITY
NET QUANTITY STATEMENT
NUTRITION FACTS PANEL