The mint packaging for Hong Kong-based candy brand KisKis has an aesthetic that is developed to specifically target the younger market in China. Box Brand Design — the creative firm behind the project, focuses its research and directs it to embody the spirit of Generation Z. In other words, the mint packaging's configuration seeks out to embrace "[the] global, [the] social and [the] visual."
As a result, Box Brand Design develops a fun and interactive piece, boasting three adorable packs that play with colors and patterns. Combined with sticker sheets that can be used to customize the boxes, each mint packaging design has a small mirror.
In addition, KisKis product design is created with reference to three viral words that are a part of a young person's vocabulary — "Snatched, GOAT and Finesse."
Photo Credits: Aroma Leung
Gen Z-Targeting Candy Packaging
Kiskis' Mint Packaging Design is Engaging, Cool and Vibrant
Trend Themes
1. Interactive Packaging - The use of sticker sheets and customization options in KisKis' mint packaging design offers an opportunity for brands to create interactive and engaging packaging experiences.
2. Targeting Generation Z - Box Brand Design's focus on embodying the spirit of Generation Z in KisKis' mint packaging design highlights the importance of targeting the preferences and values of the youngest consumer demographic.
3. Incorporating Viral Words - The integration of viral words like 'Snatched, GOAT, and Finesse' in KisKis' product design showcases an opportunity to tap into popular culture and create relatable branding for younger consumers.
Industry Implications
1. Food Packaging - The innovative mint packaging design by KisKis presents an opportunity for disruption in the food packaging industry, by focusing on creating visually appealing and interactive packaging experiences.
2. Confectionery - The targeting of Generation Z and incorporation of viral words in KisKis' candy packaging demonstrates a potential disruption opportunity within the confectionery industry, by adapting products and branding to resonate with younger consumers.
3. Creative Design - Box Brand Design's approach to creating fun and vibrant mint packaging for KisKis showcases an opportunity for disruption in the creative design industry, by designing packaging that reflects the preferences and interests of the target audience.