AnXin Mid-Autumn AR Packaging
5. Design Kancils [5.7 Experience Design]
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Links:
Product/Service:
Mooncake Gift Box
Client:
安心肉店 An Xin's Healthy Meat Shoppe
Brief:
2024, is the first year An Xin's Healthy Meat Shoppe launched Mooncake Gift Box.
They would like to create awareness and reach out to younger customers (current An Xin's customers are 45 years old and above)
Anxin Mooncake Packaging
Objectives:
- To design a mooncake gift box using the existing box shape (provided by mooncake manufacturer) and create a mooncake that represents the "An Xin" brand.
- To attract younger consumers who are 25 - 45 years old
Challenges：
1) How to make the packaging stand out within the existing shape and finishing while there is budget constraint.
2) How to attract a younger audience.
3) How to increase the product's value for money (The gift box contended 2 pcs of mooncakes and 1 box of chicken floss)
4) How to attract audience to buy An Xin and not the other competitors (Traditional mooncake brands or hotels' premium mooncake)
Solution:
We created the FIRST AR mooncake packaging in Malaysia at a very affordable price (mooncake RSP: RM68). The packaging concept focuses on the warmth and togetherness of the Mid-Autumn Festival. It is designed in the shape of a Malaysia vintage apartment, with each balcony depicting a different moon-gazing scene, showcasing people gathering to celebrate this special night. Whether it's a family reunion, children listening to stories, sharing a meal, or enjoying the moon alone, the scenes reflect the value people place on family, friendship, and cherished moments. We personified the An Xin mascot, An Xin Pig, in various scenes on the balconies, we emphasize that "An Xin" is always there for you. We animated the existing illustration and turn it into an AR for audience to interact with and share in their social media. This 'playable' mooncake gift box had succeed to attract a group of youngster and making the tradition of gifting mooncake into a trendy way.
