EYS CNY Blind Box Packaging Design
5. Design Kancils [5.7 Experience Design]
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Links:
Product/Service:
CNY Gift Box
Client:
Eu Yan Sang Malaysia
Brief:
Eu Yan Sang, a traditional Chinese medicine healthcare provider with a history spanning over 145 years, has maintained stable revenue from a loyal customer base. However, membership data reveals that the majority of these consumers are aged 40 and above. The brand is struggling to penetrate the younger market and attract younger consumers to their stores. The awareness of Eu Yan Sang among potential younger audiences is very weak, posing a significant risk of losing market share to new players and competitors entering the industry. This challenge highlights the urgent need for strategies to enhance brand awareness and appeal to the younger demographic to secure the brand's future growth and market presence. The objectives of the campaign are: - Grab more market in Chinese New Year Gift by
a) Retain Existing Customers - Baby Boomers
b) Expand to working Adults - Gen Y
c) Create aware to Gen Z
Solution:
EYS Blind Box Creative Rationale: The packaging design adopts a fun and engaging Blind Box concept with vibrant visuals and trendy auspicious phrases, appealing to a younger audience. The title, "be é¾™ to you," plays on the phrase "belong to you," symbolizing that the box's good fortune is specifically meant for the recipient. Each compartment contains a product matched with a lucky phrase, such as: 1) Tiger Milk Mushroom: "é“肺æŒæ‰‹å°±æ˜¯ä½ " (enhances respiratory health) 2) Nutritional Meal Replacement: "享瘦ä¸èƒ–" (supports weight control) 3) Pineapple Cake: "旺事å‰åˆ©" (prosperity, as pineapple sounds like "Ong") 4) Golden Bird's Nest: "自带美颜" (beautifies the skin) 5) Ginseng Tea: "饮茶ä¸å€¦ï¼Œä¸ºè–ªå‘电" (boosts alertness, ideal for office workers) 6) Essence of Chicken: "元气满满" (boosts energy) This creative packaging design connects traditional products with modern, playful interpretations, enhancing its appeal to the younger generation.
