24. Package Design for Overseas Markets

  • China

Package Design for Overseas Markets Other Project
  • ヴェトナム市場向け


  • インドネシア市場向け


  • グローバル市場向け


With the rise of emerging countries, more and more companies are going global. In addition to a proper understanding of the product itself, prerequisites for the successful design of packaging in foreign markets include knowledge of local market conditions (especially competing products and consumer behavior).

Package Design for Foreign Markets Case Study: Ajinomoto Mochu Kaotan Soup
Ajinmoto is a Japanese company that specializes in the making of food and food seasoning. Mochu Kaotan was a brand of soup powder that it developed for the Chinese market. Kaotan soup is made by boiling chicken, ham and beef together for several hours.

Bravis conducted on-the-ground market research in Shanghai. We discovered that the Chinese perceive ordinary chicken-broth mix as a thoroughly everyday, readily available product with yellow as its category color.

We needed to achieve two things: first, to get across that Ajinomoto's Kaotan was an upscale broth made from four ingredients rather than the normal one; second, we needed to create a design that would be noticed in a marketplace where yellow was very much the norm.

In order to make a clear distinction between Ajinomoto's Kaotan soup and the standard, yellow-packaged chicken broth, we added a picture of the transparent broth as an appealing, eye-catching element.

Above this we placed ghostly ideograms of the four ingredients. (They appear to be dissolving into the broth.) The fragrant steam is presented as a stylized graphic. The lettering--red on gold stamps for 'Mochu'; black on gold for 'Kaotan'--project an upscale image of tradition and time-honored technique.

Package Design for Foreign Markets Case Study: Ajinomoto Mochu Kaotan Soup
Although Mochukaotan is only sold in China, Bravis created a package designed to communicate quality in a universal language. When developing package designs for overseas markets, we never create designs that pander to that country. Trying too hard to 'go native' and create a design redolent of a certain country can be counterproductive and turn consumers off.

Westerners attempting to create consider 'typically Japanese designs' is an example of this phenomenon. The result is often dated, clumsy and condescending: a cliché-ridden parody awash with geisha, manga, the rising sun etc.

Consumers' needs and desires continue to evolve everywhere. It is important to offer new ideas and designs to satisfy this restlessness of the consumer. We always try to collaborate with our clients' local staff to develop better, more relevant designs.

No matter the country, the basic principles of package design remain the same. Never apply a ready-made solution. Deal with each project on its own terms. Always aim to touch the consumer's heart with designs that are: visible on the store shelf; express the product in an accessible way; and tempt the passer-by to reach out and have a look.

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