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Meiju Package Redesign
Meiju Package Redesign
Meiju Package Redesign
Meiju Package Redesign
Behind
The Scenes
Behind
The
Scenes
Behind
The Scenes
Table of Contents
Table of Contents
01
Project Description
01
Project Description
01
Project Description
01
Project Description
This project involves recreating Meiji's classic milk chocolate packaging, which was originally released in 1926 and inspired by Hershey's chocolate. The new design concept aims to integrate the chocolate's taste with places where people go to relax and enjoy small moments. The three chosen places are bookstores, cafes, and parks, each coordinated with a different chocolate flavor: dark, milk, and sea salt.
This project involves recreating Meiji's classic milk chocolate packaging, which was originally released in 1926 and inspired by Hershey's chocolate. The new design concept aims to integrate the chocolate's taste with places where people go to relax and enjoy small moments. The three chosen places are bookstores, cafes, and parks, each coordinated with a different chocolate flavor: dark, milk, and sea salt.
02
Research
02
Research
02
Research
02
Research
Brand
Brand
Meiji is a renowned Japanese snack food company founded in Tokyo on October 9, 1916, as Tokyo Kashi Company. It manufactures a wide range of confectionery and pharmaceutical products, including popular snacks like Hello Panda and Yan Yan. Meiji competes with other major Japanese confectionery companies such as Ezaki Glico, Kabaya, Lotte Confectionery, and Morinaga in the global snack market.
Meiji is a renowned Japanese snack food company founded in Tokyo on October 9, 1916, as Tokyo Kashi Company. It manufactures a wide range of confectionery and pharmaceutical products, including popular snacks like Hello Panda and Yan Yan. Meiji competes with other major Japanese confectionery companies such as Ezaki Glico, Kabaya, Lotte Confectionery, and Morinaga in the global snack market.
Product Information
Product Information
Meiji's iconic chocolate bar, first released in 1926, has maintained its classic flavor profile for nearly a century. This commitment to consistency has paid off, with Meiji securing an impressive 24.7% market share in Japan's competitive confectionery market. Interestingly, the chocolate's packaging design drew inspiration from Hershey's, a nod to the American chocolate giant. This blend of traditional recipe and strategic branding has solidified Meiji's position as a beloved staple in Japanese confectionery.
Meiji's iconic chocolate bar, first released in 1926, has maintained its classic flavor profile for nearly a century. This commitment to consistency has paid off, with Meiji securing an impressive 24.7% market share in Japan's competitive confectionery market. Interestingly, the chocolate's packaging design drew inspiration from Hershey's, a nod to the American chocolate giant. This blend of traditional recipe and strategic branding has solidified Meiji's position as a beloved staple in Japanese confectionery.
Target Audience
Target Audience
Age range
Different age groups have varying preferences for chocolate packaging and flavors. Children (7-12) are attracted to fun, nostalgic designs and classic milk chocolate. Teens (13-19) prefer trendy, aesthetically pleasing packaging influenced by popular culture. Young adults (20-30), the prime demographic for this campaign, frequent cafes and parks, and are drawn to unique or limited-edition products with appealing packaging.
Location
The chocolate concept has potential across East Asia. In Japan, Meiji's birthplace, it appeals to nostalgia and younger generations alike. China's growing urban middle class and cafe culture make it an attractive market. Taiwan's strong cafe scene and appreciation for aesthetics align well with the concept. In Korea, design-conscious consumers seeking relaxing experiences will find the concept appealing. Each market offers unique opportunities for the chocolate experience-driven design.
Age range
Different age groups have varying preferences for chocolate packaging and flavors. Children (7-12) are attracted to fun, nostalgic designs and classic milk chocolate. Teens (13-19) prefer trendy, aesthetically pleasing packaging influenced by popular culture. Young adults (20-30), the prime demographic for this campaign, frequent cafes and parks, and are drawn to unique or limited-edition products with appealing packaging.
Location
The chocolate concept has potential across East Asia. In Japan, Meiji's birthplace, it appeals to nostalgia and younger generations alike. China's growing urban middle class and cafe culture make it an attractive market. Taiwan's strong cafe scene and appreciation for aesthetics align well with the concept. In Korea, design-conscious consumers seeking relaxing experiences will find the concept appealing. Each market offers unique opportunities for the chocolate experience-driven design.
Interests
The target group's lifestyle revolves around café culture, literature, nature, and social media. They enjoy spending time in cafes, reading books, and exploring outdoor spaces, often complementing these activities with chocolate treats. Additionally, they are active on platforms like Instagram and Xiaohongshu, sharing visually appealing experiences and artistic packaging.
Consumer Behavior
Meiji's chocolate marketing strategy focuses on emotional and aesthetic appeal, targeting consumers through nostalgia, relaxation, and visually appealing packaging. The product is sold through various channels including convenience stores, supermarkets, cafes, and online platforms, catering to impulse buyers and gift-givers. While Meiji's brand recognition fosters loyalty, especially among older consumers, younger audiences are drawn to trendy, limited-edition designs. The target audience's active social media presence offers opportunities for increased brand visibility through user-generated content, making aesthetically pleasing packaging crucial for success in the market.
Interests
The target group's lifestyle revolves around café culture, literature, nature, and social media. They enjoy spending time in cafes, reading books, and exploring outdoor spaces, often complementing these activities with chocolate treats. Additionally, they are active on platforms like Instagram and Xiaohongshu, sharing visually appealing experiences and artistic packaging.
Consumer Behavior
Meiji's chocolate marketing strategy focuses on emotional and aesthetic appeal, targeting consumers through nostalgia, relaxation, and visually appealing packaging. The product is sold through various channels including convenience stores, supermarkets, cafes, and online platforms, catering to impulse buyers and gift-givers. While Meiji's brand recognition fosters loyalty, especially among older consumers, younger audiences are drawn to trendy, limited-edition designs. The target audience's active social media presence offers opportunities for increased brand visibility through user-generated content, making aesthetically pleasing packaging crucial for success in the market.
Target Audience
Target Audience
03
Visual Development
03
Visual Development
03
Visual
03
Visual Development
Concept
Concept
Eating chocolate is a relaxing and enjoyable activity. I'd like to explore the combination of chocolate's delightful taste with places where people can unwind in the afternoon. Three such locations are bookstores, cafes, and parks.
Eating chocolate is a relaxing and enjoyable activity. I'd like to explore the combination of chocolate's delightful taste with places where people can unwind in the afternoon. Three such locations are bookstores, cafes, and parks.
Color Palette
Color Palette
Moodboard
Moodboard
