Vitasoy, a brand strongly associated with breakfast, needed to break out of the breakfast occasion to fight for growth in a declining category.
To achieve this, we identified the moments that matter most to consumers: Working, Studying, Loving, Happy and Winter moments. Over 100 moment icons were created to start playful little conversations with our consumers about these 5 moments in their language and local culture. Each icon resonates and echoes with our consumers, surrounding stories and moments that happen in their daily lives in Hong Kong. We transformed the Tetra Pak packaging from a format to a walking communication tool and communicated "Vitasoy, Stand by me. Every moment".
It is a great honour for us to have won 2 Best in Craft categories (Illustration, Art Direction & Design) at the Kam Fan Awards for this packaging design campaign.
To achieve this, we identified the moments that matter most to consumers: Working, Studying, Loving, Happy and Winter moments. Over 100 moment icons were created to start playful little conversations with our consumers about these 5 moments in their language and local culture. Each icon resonates and echoes with our consumers, surrounding stories and moments that happen in their daily lives in Hong Kong. We transformed the Tetra Pak packaging from a format to a walking communication tool and communicated "Vitasoy, Stand by me. Every moment".
It is a great honour for us to have won 2 Best in Craft categories (Illustration, Art Direction & Design) at the Kam Fan Awards for this packaging design campaign.
MomentPacks
by Vitasoy
2011
AD/D/I: arra
by Vitasoy
2011
AD/D/I: arra
