奶酥是祥禾饽饽铺积累了广泛声誉的产品，但一直以来，由于包装，营销等原因，并没有形成鲜明认知的品类认知。当产品计划进入更多的渠道，品牌识别度低下、产品品类定位不清与包装信息层级不清以及食欲感偏弱等问题就突出出来。

在市场调研中发现，表皮覆盖涂层的长条造型就是奶酥最重要的差异化视觉特征，也是祥禾奶酥产品壁垒的重要要素。新包装将奶酥作为包装视觉的焦点，流动的黄油在货架上提升了消费者的注意率与参与率。悬浮的纸质标签上，品牌与品类名形成一个完整组合，持续累积消费者对品类的认知。不同口味采用了不同的背景色渲染，结合关键食材，让产品口味区别一目了然，缤纷的色彩也能让人增加购买兴趣，侧面则增加了食用场景的描述，从而更好的驱动销售。

“醒目、诱人。这个包装的购买欲太好了？这是来自消费者的评价。充满吸引力的新包装上市在各渠道受到了广泛欢迎。

Visdom has found that the long strip shape of the coating on the surface is the most important visual feature of the milk crisp, and it is also an important element of the Hsiang Ho butter crisp product barrier. The new packaging takes the milk crisp as the visual focus of the packaging, and the flowing butter increases the attention and participation rate of consumers on the shelf. On the suspended paper label, the brand and category name form a complete combination, which continues to accumulate consumers' awareness of the category. Different flavors are rendered with different background colors. Combined with key ingredients, the difference in product flavors is clear at a glance. The colorful colors can also increase people's interest in buying. The side adds a description of the eating scene to better drive sales.

"Eye-catching and tempting. The desire to buy this packaging is too good? This is the evaluation from consumers. The attractive new packaging has been widely welcomed in various channels.

客户：祥禾饽饽铺

时间：2024

团队：Rock、Tina、Yang Shuai

Client：Hsiang Ho Bobo Shop

Time：2024

Team：Rock、Tina、Yang Shuai