雨润〇膨画系列

膨画系列

CLIENT: 雨润/好吃星球

YEAR: 2020

As a highly com­pet­i­tive cat­e­gory track, puffed snacks are bound to dig out new minds in brand, prod­uct and pack­ag­ing strate­gies if Tasty Planet wants to seize a place in it. The re­laxed, ca­sual, and happy at­trib­utes of puffed snacks are the biggest rea­son why they are fa­vored by young peo­ple. The clas­sic puff­ing mo­ment can also be the clas­sic puff­ing mo­ment, con­tin­u­ing the clas­sic IP of fa­mous paint­ings and giv­ing the brand a new con­cept. Put for­ward the slo­gan of "make fa­mous paint­ings in front of peo­ple, and be your­self af­ter peo­ple", let the fa­mous paint­ing fig­ures eat­ing snacks come out of the pic­ture frame, the woman hold­ing a er­mine can also be a woman hold­ing a yam; the girl with pearl ear­rings, also It can be a girl who eats rice noo­dles... and also hopes that the framed young peo­ple who re­strain them­selves in front of oth­ers and pay at­ten­tion to their own form and lan­guage can have a bro­ken frame to re­lax nat­u­rally and en­joy de­li­cious food in the time of self-en­ter­tain­ment be­hind oth­ers. time.

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膨化零食作为一个竞争激烈的类目赛道，好吃星球要想在其中抢占到一席之地，势必要在品牌、产品、包装策略上挖掘出新的心智。膨化零食本身具备的轻松休闲、肥宅快乐的属性，是它受到广大年轻人喜好的最大原因。经典膨化时刻也可以是经典膨画时刻，延续名画经典IP，赋予品牌新理念。提出“人前做名画，人后做自己”的广告语，让吃着零食的名画人物从画框中走出来，抱银鼠的女子，也可以是抱山药的女子；带珍珠耳环的少女，也可以是吃锅巴的少女......也借此希望在人前自我束缚、注重自身形态语言的有框青年们，能在人后自娱的时间里拥有一个自然放松、享受美食的破框时刻。