食品包装，老字号换新颜
分享过不少食品包装
其丰富的视觉呈现吸引了不少用户
品尝美食也增添了一份仪式感
不过食品分类如此之多
大家有没有留意过同品类的包装差异呢
像一些老字号饼家的食品包装
或者著名食肆推出的食品“周边”
近年来也有很多创意、吸睛的设计
一起来看下
↓↓↓
荷家Lily Garden糕点
via：又异AnOther
https://p3-sign.toutiaoimg.com/pgc-image/c99892818f084c70934e9e313b5cfbef~tplv-tt-large.image?x-expires=1980713879&x-signature=SgHxkbQXni2MqjpoIaVmQn5rXEM%3D
以重庆本土特色为灵感切入
打造的【Lily Garden荷家】烘焙饼家
自1989年成立以来
便凭借醇正香浓的食物口感深受大众喜爱
https://p3-sign.toutiaoimg.com/pgc-image/4dba34899cfb49a29aaff31fdd59a45e~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=JGlXV264DyW5cXbLz36uTBsYdeA%3D
此次的包装升级
希望能通过不一样的视觉呈现
为大家重拾旧时光的美好记忆
用一份精致的糕点，传递独特的“荷家欢喜”
也承载着品牌对未来的愿景
https://p3-sign.toutiaoimg.com/pgc-image/83e5f760434b4d23872a8530ad7c64da~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=jaZiQQhL6K%2FumQpTCS3pRw3F3pg%3D
做旧感的礼盒包装
参考了档案袋的造型进行设计
红绳、封扭等元素点缀米白色的外盒
当你缓缓打开礼盒
便仿佛打开了美味时光的印记
https://p3-sign.toutiaoimg.com/pgc-image/6fa3631b8df4454e9e0531dd17a39aea~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=1wKJPgi6fI4LkBC2ypcXfJryELQ%3D
https://p3-sign.toutiaoimg.com/pgc-image/bbb3ac04df754d208466aba3ad18c62d~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=l4JkZI%2FJyyc6W20D8dzROOhF0bg%3D
封面的撞色搭配复古范拉满
“荷家至礼”四字采用民国风情字体设计
左侧的“家国情怀，四代传承“表明产品定位
诠释了品牌的发展故事与理念
https://p3-sign.toutiaoimg.com/pgc-image/bd0148c4ee0a4142bc2600700767abf6~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=1Qeb34zwXhWeA5pMOWcDvFdrj1A%3D
https://p3-sign.toutiaoimg.com/pgc-image/2492d39f482a4ddc9b281595d68e1d9c~tplv-tt-large.image?x-expires=1980713879&x-signature=T4giJ%2FHTGTqSbgWDRwfnFDb2mnc%3D
繁体中文“1989”
以及顶部的“A BRIDE CAKE“
体现品牌一直坚持和热爱的烘焙行业
致力于为用户提供优质的产品
https://p3-sign.toutiaoimg.com/pgc-image/11360467fe59407a985a6284dec168f2~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=VSwsmd4sRVQmVdUbsdl3ARYAgk4%3D
包围着品牌名的圆形荷叶
也有团圆美好的寓意
https://p3-sign.toutiaoimg.com/pgc-image/d807dc6d72c44acd917f90c7ebfa83a9~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=c6HEO6k0S%2Fyxn7lA%2FOW6DSW7JxY%3D
https://p3-sign.toutiaoimg.com/pgc-image/e0a0bbc36d3d4fbbadb002ebf85c13bf~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=lxa7nWjJYsUF6Wm9ziPfcm7CVqc%3D
复古的东方韵味
英文的点缀和色彩刻画
又充满独特的欧式风情
礼盒兼具年代感和时尚气质
https://p3-sign.toutiaoimg.com/pgc-image/da8408339ce14f0583047cb10c72fd04~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=lDmkLeLSA%2BjW8X2%2F%2FnYWrd4sQqU%3D
https://p3-sign.toutiaoimg.com/pgc-image/85229b77930a462dbffd3ae67cfd96dc~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=PO8WunnkAqAZJLdcrSg6COuHaSs%3D
https://p3-sign.toutiaoimg.com/pgc-image/daf3fe28759e4e648719662aadd5ed0b~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=yqRH0FeUIUK5saXxT87CFWrwSIk%3D
https://p3-sign.toutiaoimg.com/pgc-image/eb310874d6c64d3c9c82eb1b988b52fc~tplv-tt-large.image?x-expires=1980713879&x-signature=WLyGtHo5RkI39it%2BafWiWuCQ%2BW0%3D
https://p3-sign.toutiaoimg.com/pgc-image/5e46d412fa45474ca9a65debd8e41963~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=kGcXxtkAI7dcvQCtbsRQv8CGqZk%3D
https://p3-sign.toutiaoimg.com/pgc-image/8fa749ec2e434216a00e6481c6ae3d01~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=4dG4ApVlWfdFFg5UB%2BQWHb8QX5Y%3D
https://p3-sign.toutiaoimg.com/pgc-image/c33e13af571949958ef40aaac4f24781~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=v754JbW90o67BrDFG0JJY14coYA%3D
https://p3-sign.toutiaoimg.com/pgc-image/894cb295fa8045d3a5fa2939b5ba15c3~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=oblZWP4TWggIRemtN3jwg6g8gVk%3D
https://p3-sign.toutiaoimg.com/pgc-image/e292964d34c14494851181abd61c6957~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=kWDBiQJ%2F1NehsH39W%2F2XuRiisyA%3D
https://p3-sign.toutiaoimg.com/pgc-image/cdc06535f57748c28cfa25b3f29a6479~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=I1Dzu9ZF7giaeQeu%2FjfnuPduDAw%3D
万国鸡仔饼
via：朝鹿文化创意设计
https://p3-sign.toutiaoimg.com/pgc-image/cbc81c461dc1434a90c5c9f86937f0c6~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=sGxbgUcO6FXJbuvFufkJKatLeeA%3D
在广西南宁有着悠久历史的万国饼家
被称为南宁饮食文化的发源地
“食在南宁，万国为先”便由此而来
https://p3-sign.toutiaoimg.com/pgc-image/0501dbe957584853a78cd09427e916c8~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=jinfHtQnQizLz19RQdHNDyHx%2BLM%3D
万国酒家这款
广东小伙伴再熟悉不过的鸡仔饼
民国风十足的包装
结合了万国酒楼的悠久历史
并提取那个年代相关的如留声机等元素设计
https://p3-sign.toutiaoimg.com/pgc-image/53f80e59ca794325bad82a418f4cc922~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=NXQoQPEltA7efBFBL%2FPHMhdNEY8%3D
https://p3-sign.toutiaoimg.com/pgc-image/70be0ce37add4890a8503460b106a707~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=gLtjATz1%2BS9Z%2F3vMmcfbD8hdxfY%3D
https://p3-sign.toutiaoimg.com/pgc-image/b39b3d8771f74c14b8f9f8bc1228349c~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=M2xVbl5em4VwhtF77ycO97ycc%2Bs%3D
封面中间是传统的鸡仔饼花式礼盒
将鸡仔饼的美味可视化
给人一种新鲜出炉的味觉联想
增强用户的食欲和购买欲
https://p3-sign.toutiaoimg.com/pgc-image/944e4b6c06c34b75835874c877edaf79~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=X%2FIw9q8YUxQ31J2Tca8kAeRfoG4%3D
https://p3-sign.toutiaoimg.com/pgc-image/9b50003026554909a3c08adc07ecbee1~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=vdqZvGll6aowiRYq50CfSZq6XPU%3D
https://p3-sign.toutiaoimg.com/pgc-image/3ebc56200f3b4cef82b04ec10143867c~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=e3BoT2NyOs9YCJ9oF4F8gCFTKG8%3D
礼盒侧面也运用了
民国时期常见的窗格纹样
点缀“万国为先”的品牌slogan
丰富画面的表现力
https://p3-sign.toutiaoimg.com/pgc-image/c7f665e4e43e47e182969c763b143fd7~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=MmMmloEyhHWMXJf%2BBLDEQqudc%2BY%3D
https://p3-sign.toutiaoimg.com/pgc-image/a6705b7c12d24821859e0206e48eda2d~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=q9dssdm5ppucTd6M15dhMHIPUZI%3D
https://p3-sign.toutiaoimg.com/pgc-image/a376e1b5e50b4fd69b3e6f3c3ef82d3e~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=7kWFQw3DITycmIWL5334SDrDvQM%3D
https://p3-sign.toutiaoimg.com/pgc-image/6fcf535550ad43348d7a587068a97be2~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=eBtEVzp77o9DQQx7BOJNvHgkk7o%3D
还有其他色彩的鸡仔饼包装
也值得细品
▽
https://p3-sign.toutiaoimg.com/pgc-image/59d4fda45ede47aba0dba8faff5c5fba~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=hNhnsrJ0Bpr8FITRAqtwOGxCbFg%3D
https://p3-sign.toutiaoimg.com/pgc-image/d50fc9d3a8b04746adb5454afc271212~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=ZfeM8geSP0Z4g96bHog%2BwoZRMgs%3D
https://p3-sign.toutiaoimg.com/pgc-image/c796477c5d644defa8f1e6e052a34213~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=PDekX2rCVgfBtgi2pYYDPtKK6yI%3D
https://p3-sign.toutiaoimg.com/pgc-image/40e7c3678f8548629f73024493b47e4d~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=0IQSPbJ0rje1pXgmS%2FufaqzQotM%3D
https://p3-sign.toutiaoimg.com/pgc-image/12b72ac45ba74b9d9988791609206f7e~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=JPq09BdJuR%2BIqfzfXVoYVLgmYpQ%3D
https://p3-sign.toutiaoimg.com/pgc-image/ba3f2ebddf8246e7b67194784df55ce6~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=s%2FUc3191AOvJ8jcpvTEFWUOVPjA%3D
https://p3-sign.toutiaoimg.com/pgc-image/e41dae2af626418eaeaf0d663f9b202f~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=Yk%2BedUSMZn6b%2F%2FiVuCfTeq4FY40%3D
https://p3-sign.toutiaoimg.com/pgc-image/86825d90aba947dab26aa1fd0fbfa9d8~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=zWomXiug1FrQhRReQSq5hXBQHPQ%3D
https://p3-sign.toutiaoimg.com/pgc-image/ccffd80bcbfb402ebccb3d27012e97bd~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=JuYMmLXgYhncopED6rRXPgrjU8A%3D
https://p3-sign.toutiaoimg.com/pgc-image/b20f48b747dc43d3a8934e95e966efd1~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=P4PAOio8Tkmfge9KXy5mfM4INJo%3D
https://p3-sign.toutiaoimg.com/pgc-image/6d718b8728b04cf5b91e2791ee95ec38~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=%2BWYV0QeJ7%2Fn5PfdB01lvSprsUyA%3D
https://p3-sign.toutiaoimg.com/pgc-image/3841ec51f2e14b1789af6f040ef4a82e~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=Vm5mDAAR3BiGpjUy3ISDp3DzFVc%3D
https://p3-sign.toutiaoimg.com/pgc-image/c8621c96eab5435aaaeb05bb2a219006~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=EYmQIkkS1tG1n%2BlrXZ9I%2BJTNkuo%3D
https://p3-sign.toutiaoimg.com/pgc-image/ca41a42f8e0f46969936da609c4ecd71~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=TuJrbPfTHyYBKBRtm%2BbX82RKyiw%3D
https://p3-sign.toutiaoimg.com/pgc-image/ec1e39d3786342b4ae1d145e09c5584e~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=%2FW%2B1LgboXT%2Ftzk4ItFFaR%2Bb6O6k%3D
https://p3-sign.toutiaoimg.com/pgc-image/f8197b1155374e1b8b090849ab4c673e~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=gXw%2FylDh273TiaRUh0o4jbHsw3A%3D
https://p3-sign.toutiaoimg.com/pgc-image/6dd6f3a408d544a2bf347682d8139ea2~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=QehohvNe5us6GEK6%2Fd5TSkvXX6c%3D
https://p3-sign.toutiaoimg.com/pgc-image/023bda90b9154af2b342a88346b664ba~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=zlkSPNy9bUc6%2FX23dndE7gvBcnw%3D
https://p3-sign.toutiaoimg.com/pgc-image/2ca6c8296a9546c3b78158c78b6cffe3~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=FsC2Kw9xpuwPK25lRfg6RouAs2c%3D
https://p3-sign.toutiaoimg.com/pgc-image/cd98cf61dde34a7d91bd0a7b580dc642~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=Uu6bDE%2FjvHTJ07XmeLlb3KQ5P6Q%3D
https://p3-sign.toutiaoimg.com/pgc-image/96d3f4721775480f9e8ab23bf9bd8206~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=yolsb2d7jDfcUnvnTlx3wYBFyEk%3D
小龙坎煲系列
via：所喜设计
https://p3-sign.toutiaoimg.com/pgc-image/32c3aa9f7b044c4681deb1606f43f565~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=puUAfy6nvBSv7399lQakRQPJ5TM%3D
最后是小龙坎的即食风味煲
以重庆、四川和广东代表性的美食为灵感
设计出风味鸡煲、牛杂煲和火锅煲
https://p3-sign.toutiaoimg.com/pgc-image/8f186a3863da48288b604c0b604a7010~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=REFSQFL%2BpzUSzv544On%2FsnJBRa4%3D
外盒采用复古的版式设计
饱和的红、黄、蓝主色调分别对应三款产品
不同色的字体设计与其形成对比
强化视觉跳跃性
https://p3-sign.toutiaoimg.com/pgc-image/1dab065130134e69ab923d6b4dce75a5~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=1s0Uz986Vx4BSrfwMzW23h%2FuKsg%3D
https://p3-sign.toutiaoimg.com/pgc-image/5547331ccbbc44c8b86346f22d7c4236~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=dhmTKs3lRYsjVssGCMA6ns%2FEJaM%3D
分格元素使得产品信息展现更加清晰
中心版面插入对应的食物图
周围的图标icon参考每个城市的代表元素
像四川火锅煲加入的麻将图样
https://p3-sign.toutiaoimg.com/pgc-image/aae0618066434ea9b43c94e58fb90dbf~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=CS2bXwrXzlDXaES8ZG8SswdBHBo%3D
https://p3-sign.toutiaoimg.com/pgc-image/ef86f30fce9f4ec99536388e498e7c3d~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=28uUuJFUZx%2BbB8%2Fj1cXnD5QPjj8%3D
https://p3-sign.toutiaoimg.com/pgc-image/297dba7f14d041cc8bb95e82ee26dc2c~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=%2BpT%2F6qQ%2F1rGj8ABLW932TtpvA9U%3D
https://p3-sign.toutiaoimg.com/pgc-image/cc45562c9d9548788154c692c37be3ec~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=yiihnC%2FRPwfWEN33czzjLKsZIfk%3D
还有广式牛杂煲中
带有岭南文化特色的舞狮头
从视觉上营造地域小吃的氛围感
建立用户对产品的熟悉度
https://p3-sign.toutiaoimg.com/pgc-image/3d4a5ced11924a48a420aeeaf691b75e~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=xLqXnmUmmG7nlnMdLhXXLhdUz3w%3D
https://p3-sign.toutiaoimg.com/pgc-image/f7db516c7c7f4013a108a69ed712034c~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=B6bbe7gxe5Xo%2BoXtK9NtE7fORT0%3D
https://p3-sign.toutiaoimg.com/pgc-image/e3840863121a46278d51f49b65c6618f~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=4g6tekaeY%2BFu2DyN1sGua1ZxXVE%3D
https://p3-sign.toutiaoimg.com/pgc-image/90a90ca38c674cb6ad7e1d093b56bf5b~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=Oxh1UIOxSS82h0yT%2FEgJrWLKjrA%3D
https://p3-sign.toutiaoimg.com/pgc-image/14bd2eeecc2746d98052bcaa0e76407b~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=7FpNRA7xJnnoAMKXmChxbfZmkMk%3D
逼真的食物插图
增强用户对产品的味觉联想
进而刺激食欲
https://p3-sign.toutiaoimg.com/pgc-image/2764354dbe50427bb91a9c0133908e0a~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=78A0ym69PeDcEHgH0b7feZOCtyQ%3D
https://p3-sign.toutiaoimg.com/pgc-image/5b5ac136f0c7408a9c1abe4d9169f9d7~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=QV%2FEjqVOexm%2BZq2OgF%2BEa78tvss%3D
https://p3-sign.toutiaoimg.com/pgc-image/8b446fe6f04f428bb5d9d6ae2edaddf3~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=3wMOPsgRAYaYxKNItF4TG%2Fgv07M%3D
https://p3-sign.toutiaoimg.com/pgc-image/3686c44f21284de091b283708a37ec48~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=3RXB%2F4ndi%2F3p0sU2M%2F7Q3ICLIRo%3D
https://p3-sign.toutiaoimg.com/pgc-image/9eac4b59e3624e9e99f2544ca7949395~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=CpltXLzmnN%2BpN2oQs%2BlhOiTZqts%3D
https://p3-sign.toutiaoimg.com/pgc-image/e524ce6184f9496ca90d01c3fd397049~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=J0%2F8WNoIgyYwI5OCQwmYB3g7ZXQ%3D
https://p3-sign.toutiaoimg.com/pgc-image/fde75ad737bc4e5391b57f9e5a6e85a5~tplv-tt-large.jpeg?x-expires=1980713879&x-signature=h98y7RVx0vYADmhmp%2FeJ5wnYipM%3D
食品市场的饱和
品牌想要吸引更多的消费者
构建产品的差异化形象是重要的环节
而像以上分享的饼家推出的礼盒
或者以地方喜爱小吃为灵感创意设计
都针对性地吸引到原有的消费群体
以此形成的宣传链
也是产品营销的一种方式
此外，满足当下审美特征的包装
又能看到品牌所做出的改变和创新
从产品到品牌，再延伸到视觉系统
完整的包装形象
自然会收获更高的国民度了～
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