项目概览Project Overview
为一个面向年轻消费者的中高端薯片品牌建立新品包装及 3 个 SKU 的系列包装系统。
Created a new packaging system for a mid-to-premium potato chip brand targeting younger consumers, including three SKUs.
项目问题The Problem
新品需要在便利店和超市环境中快速建立识别，但薯片品类普遍使用相似的食材照片、大面积口味颜色和促销式信息，容易让新品牌淹没在货架上。
The new brand needed to build strong recognition in convenience stores and supermarkets. However, the category is dominated by similar food photography, bold flavor colors and promotional messaging, making it easy for a new brand to get lost on shelf.
我们的解决方案Our Solution
我们没有继续强化“薯片看起来有多好吃”，而是先建立品牌识别。
通过更简洁的正面信息结构、统一的品牌区域和明确的 SKU 色彩系统，让消费者先认出 MORI，再区分不同口味。
Instead of focusing on making the chips look even more appetizing, we built a stronger brand identity first.
A simpler front-of-pack information hierarchy, a consistent brand zone and a clear SKU color system help consumers recognize MORI first, then distinguish between flavors.
结果Result
最终建立了一套统一的包装视觉系统。
品牌名称、产品名称和核心卖点保持固定结构，不同 SKU 主要通过色彩和食材变化进行区分，使整个系列保持一致，同时为未来增加新品留下延展空间。
The final design established a consistent packaging system.
Brand name, product name and key selling points follow a fixed structure, while color and ingredient imagery differentiate each SKU. This keeps the range cohesive and leaves room for future product extensions.