Baskin-Robbins: The Loong Pack
5. Design Kancils [5.13 Creative Effectiveness: Design]
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Links:
Product/Service:
Food & Beverage
Client:
Golden Scoop Sdn Bhd
Brief:
Chinese New Year is a time for reunion, but it is also a time of gifting because visiting empty handed is frowned upon. Food items with profound symbolism are often exchanged, but ice cream? Not really.Though the Baskin-Robbins variety pack contains abundant flavours for everyone (18 to be exact, mega prosperous!), it still wasn't enough. So how could we make our regular variety pack a must-have for CNY?
Solution:
By transforming it into a dragon. As CNY 2024 was the year of the dragon, we redesigned our variety pack to look like a chinese dragon. Iconic elements of the brand, such as their famous pink spoons, logo and the ice creams themselves, were carefully incorporated into our new design. As each pack size represented a different part of the dragon, this innovative design intuitively encouraged customers to purchase more 6 packs (the body) so they could create their own long Lóong.The Lóong Pack was well-received as social media and in-store experiences came together to raise awareness and sales. The redesign transformed our variety pack into the ultimate prosperity gift to give when visiting during CNY.
