Baskin-Robbins: The Loong Pack
5. Design Kancils [5.11 Best use of Cultural Insights in Design]
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Links:
Product/Service:
Food & Beverage
Client:
Golden Scoop Sdn Bhd
Brief:
Baskin-Robbins' variety pack contains abundant flavours for everyone (18 to be exact, mega prosperous!), making it perfect for parties or reunions during Chinese New Year. However, ice cream is not traditionally associated with CNY, so how could we change that? 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, and with CNY 2024 being the Year of the Dragon, a chinese dragon would be the most potent symbol of a prosperous new year.
Solution:
By transforming our variety pack to look like a chinese dragon, we managed to infuse cultural significance to an otherwise normal looking pack. 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.
Beyond raising awareness about our redesigned packaging, the long Lóong was featured in stores as an art installation that greatly enhanced the Chinese New Year experience for visitors as they could take pictures of it and share it on social media.
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.
