乐芝〇mini芝士饼干

乐芝芝士pizza

CLIENT: 亿滋

YEAR: 2020

Cheese is an ex­otic prod­uct for the Chi­nese. And most Chi­nese peo­ple's im­pres­sion of cheese stays in the TV com­mer­cials of pizza. How do Lucky Cheese Bis­cuits evoke Chi­nese con­sumers' imag­i­na­tion of cheese taste? We went deep into the mem­ory of mass con­sumers, ex­tracted pizza, a men­tal sym­bol strongly as­so­ci­ated with brushed cheese, and named the cheese bis­cuits as Pizza Bis­cuits. The pack­ag­ing draws on the box shape of pizza to strengthen the in­ter­ac­tive ex­pe­ri­ence of pack­ag­ing, so as to es­tab­lish the cog­ni­tion of cheese bis­cuits through pizza.

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芝士对于中国人来说是一种舶来品。而大部分的中国人对芝士的印象停留在披萨的电视广告中。乐芝芝士饼干如何唤起中国消费者对芝士的味觉想像？我们深入大众消费者的记忆，提取披萨这一与拉丝芝士存在强关联心智的符号，将芝士饼干命名为披萨小饼干。在包装上借鉴了披萨的盒型，来强化包装的交互体验，以通过披萨来建立芝士饼干的认知。