2019 GD1262
Packaging Design Report1
Instructor
Nguyen Duc Son
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Group’s members Tu Thanh Quyen Calculate and illustration packaging, modeling, mockup, layout slide, brainstorm, edit overall and go printing. Bui Nguyen Minh Thu Research, retouch images, layout repport, layout slide, brainstorm, edit overal and go printing.
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TABLE OF CONTENT 01
02
Research a brand
03
Market research
Packaging
A brief history of Glico
08
SWOT analysis
26
History of Pocky
10
Target customers
30
Pocky’s location
18
Competitors
34
Pocky’s products
19
Sharing happiness
20
4
(direct/ indirect)
The evolution of Pocky packaging design
40
Strength/ Weakness
41
Primary packaging
49
Secondary packaging
56
Primary Display Panel
59
04
05
Define & Solutions
06 Implement
Prototype
Define problem
64
Our goal
69
Research
70
Ideation/ Solution
71
Moodboard & Sketch
77
Demo & Select
85
Mockup
102
Design
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01 6
RESEARCH A BRAND
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A BRIEF HISTORY 8
Ezaki Glico, founded by Riichi Ezaki in 1922 was a company that has two subsidiaries, Glico dairy products and Glico foods. Riichi Ezaki created Glico aim to get children eat glycogen to help improve they imunne system and prevent sickness like his son once had. In 1970, Glico group expands its major product through a new subsidiary, Thai Glico Co Ltd, for international growth and marketing. They only started selling products in US since 2003 at their base in Irvine, CA. Their current products available include Pocky, Pretz, Pejoy, Pattyna, Panapp and Ice no Mi.
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POCKY HISTORY In 1966, Glico released a new product into their family of fine foods, a chocolate covered biscuit stick. Inspired by the Japanese onomatopoeia (pokkin pokkin) for the snapping sound made while eating these chocolate covered sticks, they named their new product “Pocky�. Hence, Pocky was born and its release was a huge success in the market.
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In the beginning, these sticks were each hand dipped in chocolate, leaving one end of the stick, the handle, bare. This unique handle design served as a practical function during the hand dipping process and became a useful benefit while eating Pocky, allowing for multi-tasking without getting chocolate on your hands. As demand increased, the manual dipping process was replaced with more efficient solutions, but the signature handle design remained. Over the years, Pocky has become a favorite among everyone. With plenty of sticks in each package, Pocky lends itself to sharing anytime, anywhere, and with anyone. Popular for parties, office breaks, study breaks, and great as a garnish for ice cream or as cake decorations, Pocky has been enjoyed by generation after generation since its inception in 1966 nearly half a century ago.
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At that time, there were only 3 flavors available which are chocolate, strawberry and almond. In recent years, Pocky has become known for its innovation of wide varieties of flavors and variation to cater to different regions and parts of the world. Currently, Pocky snacks can be found easily in any supermarkets and even through online stores, which also has been adopted as one of the well-known Japanese snack products.
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TIMELINE 1970
Thai Glico Co., Ltd. established The establishment was the first step in Glico’s moving into the international market.
1966
Pocky was born in Japan
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1971
Pocky Almond went on sale
1976
Glico further expanded the range with Pocky Strawberry, which differed in size and price.
Marble Pocky
Chunky Strawberry Pocky
marble design
freeze-dried strawberry
with its delectable-looking
with its topping of
2010s
1990s
Reformatting of the products, with a focus of the basic “Red Box�.
Diversification and quality-elevation
1980s
Development and marketing of products full of surprises!
Pocky Bitter
Little Pocky
at men.
aimed at young women.
was strongly targeted
2000s
Having sold too many, supply was unable to keep up with demand, and we stopped selling them. This massive boom was inspired by Mousse Pocky.
a shorter and handier variety
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The Road to Pocky’s Expansion Into the Global Market 1995
1982
Expansion into China
Expansion into France
1970
Thai Glico Co., Ltd. established
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1987
Expansion into Canada
2014
Expansion into Indonesia
2003
Expansion into USA
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LOCATION Now, Pocky are located in 15 countries all around the world: United States, Canada, Australia, Indonesia, Philippines, Korea, Japan, Hongkong, China, Myanmar, Thailand, Malaysia, Singapore, Taiwan and Japan.
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PRODUCTS
Although expanding in many countries, has over 55 flavors and styles, there are five main flavors: chocolate, strawberry, matcha, banana choco and cookies and cream. • There are 15 - 20 sticks/ box.
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SHARING HAPPINESS 20
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• Pocky is about sharing happiness with friends, family, coworkers – anyone, anytime, anywhere! Just open a box, pass it around, and watch the smiles and happiness spread. • With plenty of sticks in each box, Pocky is the perfect snack for bringing people closer together and livening the mood. Or simply relax on the couch and share Pocky with that special someone. • Great to have around the house. With the no mess handle of the Pocky stick, your kids won’t have chocolate all over their hands. • And for the same reason, Pocky is also great for parties. Open a box of Pocky and present them in a glass, we’ll leave which flavor up to you. • Bring some Pocky to school or work and you’ll have a delicious snack to keep you going throughout the day. • And if you haven’t already thought of this one, Pocky goes great with ice cream and other desserts.
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02 24
MARKET RESEARCH
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SWOT ANALYSIS STRENGTH
WEAKNESS
• Strong Brand Recognition Pocky, a subsidiary of Glico Group is one of the most famous stick snacks globally
• Non Significant Differentiated Pocky sticks are not significantly differentiated with major competitors
• Good Brand Packing Simple red plain packaging allows consumers to recognize the brand easily • Innovative Having continuous R&D to create new flavor cater to different consumers • Easily to Obtain Available in most convenience stalls and supermarket
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• Lack of Marketing Advertising Pocky lack advertising which results in low awareness
OPPORTUNITIES
THREATS
• Increase in Flavors Available Due to the growing trend in new flavors, Pocky can widen its product range by having more varieties
• Health-Conscious Consumer Snacks portrays to be unhealthy and considered in a ‘Junk Food’ which results in some consumer avoiding it
• Marketing Activities Pocky can increase its marketing activities in different platforms to gain more brand awareness • Active Promotions Pocky can provide more promotion to gain a larger market share and brand loyalty
•Competitive Market in Snacks’ Industry Due to the competitive market, competitors could easily learn the new market trend and create their own new product or flavors to attract consumers
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TARGET CONSUMER Consumers who are snack lovers and more adventurous to try out new flavors in food products and therefore always looking out for new variety or option to choose from rather than just sticking to one flavor on its own. Likewise, consumers who always multi-task and prefer food that are easy to eat without hindering their current activities.
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DEMOGRAPHICS • Age: All age (recommend 4-50)
• Religion: Available to all people of all • Gender: all gender.
• Status: Family or single. • Income: low to high
PSYCHOGRAPHICS • Find fulfillment in building family relationships. • Enjoy sweet and savory snacks.
• Values time with group of friends • Open minded and adventurous
• Who always multi-task and prefer food that are easy to eat without hindering their current activities.
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BEHAVIOURAL • Product usage:
Nonusers - medium: customers who are new to product Medium - high: 20-50 of age, focusing on Asian. • Brand loyalty: Mainly Asian.
GEOGRAPHICAL USERS • More urban than rural
• All around the world, specially in Asia, US and Europe.
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DIRECT COMPETITORS PEPERO PEPERO is seen as Pocky’s direct competitor as it targets the same market segment and has similar biscuit design. However, Pepero has slightly more varieties of flavor as compared to Pocky. Besides the regular chocolate, strawberry, plain and cookies & cream flavors, they also have three other interesting flavors. Comparing to other brands, it may be seen as being slightly pricier. PEPERO can be found in any leading supermarket and confectionary stores.
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INDIRECT COMPETITORS MITSUYA Mitsuya Tasty Biscuit Sticks is Pocky’s indirect competitor. Being able to fulfill the same need of consumers should they not be able to purchase Pocky or Pepero, this would be seen as an alternative. However, MISTUYA has only one flavor. Following the same design, the product however differs such that it is a savory snack. MITSUYA tasty biscuits come in two packaging sizes to cater to those who would want more in a packet, it can also be found in all leading supermarkets and confectionary stores.
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03 38
PACKAGING
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POCKY PACKAGING DESIGN EVOLUTION IN JAPAN
1966
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1974
1992
1998
2006
2010
Through the time, Pocky packaging did not change too much about form. They still keep the retangle cuboid box to contain our product, just change the design. 41
1.41 oz/ 40g
2.3 x 0.9 x 5.8 (inch) (W x D x H)
3 ICONIC SIZES OF UNIT 42
2.47 oz/ 70g
3 x 0.9 x 5.8 (inch) (W x D x H)
Family Pack 4.13 oz/ 117g
6.3 x 1.6 x 10.8 (inch) (W x D x H)
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STRENGTH • The shape of packaging is easy to carry • Has an eye catching red • Show what the product inside looks like • Easy to open • Has 2 smaller packs in one box in order to save the second pack for the next time
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WEAKNESS • If tearing the box and you cannot reseal it • Has a normal shape through many years, not interesting
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PRIMARY PACKAGING
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BOXBOARD
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Shape: • The iconic box which has a rectangle box shape made by duplex board. Materials: Duplex board are created from pure wood pulp with a bleached liner on one side. It is a kind of paperboard or cardboard, also named grey board, due to its double side grey color. It consists of two layers, or plies, so people call it duplex board. The exterior one side of the board often being coated with a bright white appearance, to give it a glossy sheen. Duplex board is used in food packaging because • It can be easily printed on • Excellent protection in structural packaging nets • Relatively inexpensive to produce and process • It can be recycled readily Main color depends on each flavor. In this Choco Pocky: • Red for the whole box • Black & white for information #ec1e24 R: 235 G: 34 B: 39 C: 1% M: 97% Y: 99% K: 0
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HOW TO OPEN POCKY BOX
Tear the seal and open
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The seal
There is a seal layer in the lid of the box. Customers
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PACKET
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There are many versions of this packaging. However, they all retain their pillow shape and some cases the main color changes depends on each flavor. Hence, we choose one of the basic ones to analysis.
Shape:
• The packaging has a long pillow shape.
Material:
Composite Film Packaging • Its structure include OPP (outside layer) - MCPP (inside layer). OPP means “Oriented Polypropylene” and MCPP means “Metalized Cast Polypropylene Films”. • OPP layer is glossy and translucent . • M (Metalize) is a bright white silver alloy. • CPP plastic film in rolls It is used in food packaging because • High oxygen barrier • High moisture vapour barrier • High heat seal strength • Seal initiation • Exceptional machinability Main color: • Red, Black & white
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SECONDARY PACKAGING 54
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10 packs Pocky/ tray. The size of tray depends on the size of each box. • Tray contains 10 1.41 oz packs: 5x5x6 (WxDxH) (inch) • Tray contains 10 2.47 oz packs: 6x5x6 (WxDxH) (inch) • Tray contains 20 3.81 oz packs: 7x8x8 (WxDxH) (inch)
Material: Like the boxboard, the tray was made by duplex board. Main color depends on each flavor. In this Choco Pocky: • Red for the whole tray 56 • Black & white for information
PRIMARY DISPLAY PANEL
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Statement of identity
Statement of identity
Information panel
Net quantity statement
Front
• Statement of identity: Logo Glico, logo Pocky, flavor information • Net quantity panel: weight (oz/g) • Information panel: Nutrition facts, ingredients, GTIN number, information contact. 58
Back
Side
INFORMATION PANEL
Logo Pocky
Nutrition Facts Panel Ingredients Panel
Information Contact
GTIN Number
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04 60
PACKAGING REDESIGN
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DEFINE PROBLEM 62
MARKET PROBLEM Being in the market for so many years, Pocky has gain lots of recognition and regular consumers in purchasing their products. However, in recent years, due to the penetration of more competitive brands such as Pepero and Mitsuya tasty biscuit with strong branding equity in the snacks industry, consumers have the choice of choosing different categories of flavors and options of brands available. Similarly, as Pocky is considered a fast moving consumer goods with low involvement, consumers would normally grab the snacks they are craving for or whichever at a lower cost and make their purchase. With the lack of marketing advertising and promotion, many consumers do not have the knowledge and information about the upcoming new flavors that Pocky had introduced into the market. 63
IN VIETNAM MARKET On September 25, Kinh Do Company (KDC) and Ezaki Glico Company signed a strategic cooperation agreement and announced Kinh Do as the exclusive distributor of Glico’s Pocky snack sticks in the Vietnam market. This cooperation is accompanied by the commitment that Glico will develop the food industry with Kinh Do and hold KDC shares for at least 5 years. But just two years, Glico has left the strategic partnership role when divesting half of the shares held in Kinh Do on the grounds of restructuring the portfolio. In many recent years, customers are hard to find Pocky in every supermarket or convenient store in Vietnam. It has almost withdrawn and stopped distribution in Vietnam market. Customers can order pocky only through vendors. That is a pity for pocky lovers and snack lovers in general. However, during the pocky years distributed in Vietnam, it was also not advertised, promoted and run the campaign aggressively.
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CURRENT PACKAGING The current packaging is really a good solution for pocky containers. It is easy to hold and carry, easy to open and can save pocky if we don’t finish . It is made from an eco-friendly duplex board box and composite film packaging. However, the opening way of the packaging makes it impossible for consumers to close the box, sometimes making the pocky soft and unable to hold for a long time.
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THE PROBLEM IS • Pocky encountered many competitors in the market such as Pepero and Mitsuya. • Pocky lovers in Vietnam can hardly find it to buy in supermarkets and convenience stores. • Pocky is very limited in advertising and campaigning, even in Vietnam. • Pocky’s packaging still has its drawbacks.
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OUR GOAL After researching and defining the problem, we decided to choose this brand to redesign its packaging in order to re-launch in Vietnam. Based on the brand problems, we will give Pocky a new look with a new form which is different from the competitors but still retain the personality of the brand. Also retaining the convenience of being portable, it is easy to open and easily closed too. Besides, the original Pocky box had 2 layers of packaging, we decided to reduce the number of packaging to 1 layer and it could be reused many times. Not only that, when re-launching in Vietnam, Pocky needs to be widely promoted from releasing a new product or new look. The goal of redesign packaging is to keep the spirit of sharing happiness, fun and joy for everyone. The color of the brand, of each flavor, is unchangable.
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RESEARCH • Based on today, beside work, society issues and family , young Vietnamese in particular, they always need love in their life. They concerned about love and being loved. They also tend to want to be cared for and shared. • The fact that couples often have arguement from small things, from misunderstandings and from external factors. After these arguements, it is tiredness, sadness affecting other activities. • Single people who do not have a boyfriend / girlfriend and they have a crush on another person want to take the opportunity to express their feelings to the other person on a special occasion. • Valentine’s Day is popular in Vietnam and is received by everyone. Couples will give gifts to each other and hang out, some will confess totheir crush, or people who get married will hang out and celebrate this occasion.
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SOLUTION • Therefore, our team decide to design a gift box for Valentine’s Day (Febuary 14th, 2020) to re-launch it in Vietnam market. • Our target audience is young Vietnamese peple from 18 to 30 age. • Still retaining the spirit of slogan “Sharing happiness”, fun and joy, we bring to customers the interaction between consumers and products. This idea is inspired by difficulties in love and couples want to to remove them from they love story. It also helps them get rid of the sadness in love, helping both of them more connected. • There are four packs in Valentine gift box. It includes Choco, Strawberry, Matcha and Banana flavors. Each flavor represents one concept. Moreover, the material of this secondar packaging is duplex board like an original Pocky box. • Form of new primary packaging is zip lock bag, longer and slimmer than regular zip bags. We choose it to be new form because it can be used for food container, its convenient and its reuseablity. It also can reseal if we don’t eat all 1 pack. • The designs of packaging are related to Valentine. • The dominant color of the gift box is still red to bring customers brand identity of Pocky and also to represent the vibe of this occasion. Besides, the color of each ziplock bags is depend on each flavor.
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TARGET CONSUMER DEMOGRAPHICS • Age: 18-30 age
• Religion: Available to all people of all • Gender: all gender.
• Status: Family, couples or single. • Income: low to high
PSYCHOGRAPHICS • Mount relationships between couples. • Enjoy sweet and savory snacks.
• Consumers who like good-looking products. • Have a problem with their relationships.
• Who want to give a gift for their sweetheart in Valentine’s Day. • People love to receive gift on Valentine. 70
BEHAVIOURAL • Product usage:
Nonusers - medium: customers who are new to product
Medium - high: 18-30 of age, focusing on people in relationship.
GEOGRAPHICAL USERS • In Vietnam, more urban than rural. • Can be expanded in Asia.
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05 72
PROTOTYPE
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MOODBOARD & SKETCH
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PRIMARY PACKAGING SKETCH 77
SECONDARY PACKA
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AGING MOODBOARD
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SECONDARY PACKAGING SKETCH 81
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DEMO & SELECT
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ZIPLOCK BAG Two sizes demo versions of ziplock bag. After that, the left one has an extra height to contain Pocky sticks. Therefore, our team chose the right one which are high enough to hold the sticks. 84
1 cm
8 cm
1 cm
4 cm
Tear notch
1 cm
1 cm
Ziplock area
18 cm
3 cm 1 cm
1 cm
Front
8 cm
1 cm
Back
1 cm
6 cm
Note:
4 cm
Glue area Folding line
10 cm
Side 85
0.8 cm x 4.6 cm
4.5 cm
3.5 cm
13 cm
12.5 cm
1 cm
9 cm
9 cm
11 cm
11 cm
23 cm
3 cm
4.5 cm
6 cm
9 cm 5 cm
4.5 cm 3 cm
4.5 cm 3 cm
41 cm
Gift box option 1
GIFT BOX 86
5 cm
6.5 cm
0.3 cm x 2 cm
4.5 cm
13 cm
10 cm
9 cm
9 cm
11 cm
11 cm
23 cm
3 cm
4.5 cm
6 cm
9 cm 5 cm
4.5 cm 3 cm
4.5 cm 3 cm
5 cm
41 cm
Gift box option 2
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Demo option 1
After trying to demo this one in 3D, we realized that it that it is only suitable for DIY gifts because it takes more time to create one packaging than the other. Besides, it does not have a portable function to be easily carried away, which makes us have to use another type of packaging to hold this gift box.
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Demo option 2
This demo option has the same form as the demo one, but there is a handle on this option for easy holding, hanging and it is convenient for consumers to carry. Besides, opening and closing boxes is also easier, making this box also takes less time.
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DESIGN
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COLOR # ec1e24 R: 235 G: 34 B: 39 C: 1 M: 97 Y: 99 K: 0
# 000000 R: 0 G: 0 B: 0 C: 75 M: 68 Y: 67 K: 90
# FFFFFF R: 255 G: 255 B: 255 C: 0 M: 0 Y: 0 K: 0
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# 7ca840 R: 124 G: 128 B: 64 C: 58 M: 16 Y: 100 K: 1
# f0999d R: 240 G: 153 B: 157 C: 2 M: 48 Y: 25 K: 0
# f6cf3c R: 246 G: 207 B: 59 C: 4 M: 16 Y: 88 K: 0
FONT TITLE Oswald Oswald Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz / * - + ? > < , . “ ; [] { }\= ( ) @ # $ % ^ & 0123456789
CONTENT Monsterrat Monsterrat Regular ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz / * - + ? > < , . “ ; [] { }\= ( ) @ # $ % ^ & 0123456789 Monsterrat Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz / * - + ? > < , . “ ; [] { }\= ( ) @ # $ % ^ & 0123456789
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POCKY PACKS Material Aluminum ziplock bag Concept: Inspired by the little things in love and life, on Valentine, we came up with a design idea for ziplock bags with the texts on the bottom of each zip cover which are the words that shows the troubles in relationships and loneliness in life. Each pack has their own flavor represents each text. Choco flavor red pack is “SINGLE”; strawberry pink pack is “EX”; Matcha green pack is “ARGUMENT” and the last one Banana yellow pack is “FRIENDZONE”. Those texts will be removed by the comsumers interacting with the packaging of the zip bag, tearing off the bottom part containing the words, leaving the illustration , two pocky sticks , hugging each other. It is like scratching out the troubles and loneliness to find happiness, closeness, and cohesion. This idea design is an opportunities to re-launch Pocky in Vietnam and also bring to customers a meaningful Valentine’s Day. Moreover, these can be put into gift boxes or retail at supermarkets and convenience stores. 95
SINGLE Choco Pocky
FRIENDZONE Banana Pocky
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EX Strawberry Pocky
FRIENDZONE Banana Pocky
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The gift boxâ&#x20AC;&#x2122;s section
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GIFT BOX Material: Duplex board Concept: The box includes a brand identity logo and a drawing concept based on pocky is a Japanese snacks, therefore, the illustration is in Japanese and minimalist style. The illustrations of male and female represent couples to suit the Valentineâ&#x20AC;&#x2122;s vibe and our orientation. Main color: Pockyâ&#x20AC;&#x2122;s red and white.
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06 100
IMPLEMENT
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MOCKUP 103
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105
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