We were inspired by the current age of communication packaging, and how the brand has the ability to strongly interact with its audience through a strong packaging design. By having a product that already looks interesting, this gave us the inspiration to utilise this product shot as the main means of communication with our consumer.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
With the created name playing the role of sounding like an entertainer brand, as per our strategy and positioning, the rest of the packaging presented a new take on the universal language of emotions and characters, making the visuals represent the flavour in an engaging manner that instantly resonates with the feeling you get out of each flavour.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
The entire project took place in Cairo, Egypt. The first phase, which is naming, started in July 2016. Then, after approval, we moved into the design phase. The design was ready for printing in December, 2016, and hit the market in early 2017.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
SPECIFICATIONS / TECHNICAL PROPERTIES:
12mm x 10mm
waffle, stroop wafel, flavour, packaging, design, Matter
The research included studying the market, and determining a brand gap, based on which we can build our brand persona in order to best communicate with our target audience.
The main challenge was that this is a new market, and a market that is seen as mature and classic. This product is not very known in the Egyptian market, and so penetrating the market in a way that pushes the consumer to try out this unfamiliar product was key, and relied heavily on the packaging design to show the brand's persona, as well as make the product look appealing.
TEAM MEMBERS (10) :
Islam Hassan, Amr Fekry, Mona Aly, Majd El Sherif, Alia Oraby, Mohamed Afifi, Mariam Hamdy, Dina Aly, Mohamed Abbass and Maykel Daoud
Matter Branding, 2016.