红点品牌与传达设计大奖

Pocky THE GIFT

数十年来,百奇棒(Pocky)一直是日本最畅销的巧克力点心。而且由于百奇棒好拿又好分享,所以这种巧克力饼干棒在孩子和青少年中一直特别受欢迎。为了拓宽目标客户群体,尤其是多吸引年轻人,让他们找到饼干棒的乐趣,百奇公司打造了一款时尚的新包装,并且带新包装产品仅在高档商圈和百奇专卖店内特供。新包装使用的是各种不同颜色不同尺寸的简单方形盒,外观印刷也从简,在商店内以多种方式展示。凭借简约多彩的外观,新包装的百奇不管在哪都是吸睛的存在,这种时尚的外观使得百奇成为大家庆祝各类场合及送礼的选择。产品包装盒的内部还有不同图形,打开盒子的时候总是能有一阵惊喜感。

Pocky sticks have been Japan’s top-selling chocolate snack for decades. It is kids and teenagers in particular who love them because the chocolate sticks are easy to handle and share with friends. In order to appeal more to the target group of young adults and to give them a way to enjoy Pocky sticks, a stylish new packaging was created – for use exclusively at upscale shops and sales outlets. The result is an overall simple, rectangular packaging in various colours and sizes with an equally reduced printing, which allows the product to be presented and prepared in a variety of ways in the shops. With their simple and colourful appearance, they immediately catch the eye almost everywhere and encourage consumers to celebrate small and large moments with them or to give them to friends as a fashionable gift. The inside of the product boxes also features graphics to heighten the sense of surprise when opening the package.

客户Client:
Ezaki Glico Co., Ltd., Osaka, Japan日本
设计Design:
Dentsu Inc., Tokyo, Japan日本
项目团队Project Team:
Yoshihiro Yagi (Creative Direction创意指导)
Haruko Tsutsui (Copywriting文案)
Satomi Okubo (Graphic Design平面设计)
Taiji Kimura (Graphic Design平面设计)
Haruko Nakatani (Graphic Design平面设计)

获奖作品推荐

Construction Equipment Simulator

CHAIR N°ONE

Trekking Backpack

Project Moab