中国零食市场的购买主力一大部分是年轻的女性，而他们爱吃的同时普遍存在着巨大的体重焦虑，而没有任何一个产品能真正做到“好吃不胖”，于是他们用“轻松变好”的理念重建自己的定位，让这些女孩“take eat easy”。
Wangbaobao is a leading brand of brewing snacks on the Internet in China, but its growth is slowing down with the loss of a huge fan base on the Internet. They begin to realize they have not actually established a clear brand personality. In the snack market of China, buyers are mostly young women, who love gourmet food but generally have great anxiety about weight. However, there is no product that can truly meet the need of “being tasty and low-calorie”. Therefore, the brand repositions itself based on the concept of “becoming better easily”, to enable these girls to “take eat easy”.
In terms of visual strategies, we wanted to establish a brand personality of “knowing how to dine and dine wisely”. We found inspiration from diaries on gourmet food written by food bloggers, who know how to dine best in the minds of young girls, as these tips are their “dietary strategies”. In our conception, Wangbaobao is not a coach who guides you through training and going on diet, but an “expert in dining” that cares about you by your side. The package itself provides “tips” on gourmet food and health. All the text, pictures and illustrations on it are shown in the form of memos and notes, to make people feel relaxed at a glance and integrate good taste, natural ingredients and health in the impression of the brand.
As for semiotic design, the original brand assess of “饱” which is means full in English was extracted and magnified to unify the management of each category and to establish a diversified but unified family relation.The container is designed as a hand-made postal parcel, and the symbol “full” is combined with a postbox in the offline experience, to fully convey the kindness and care that the form of diaries brings to consumers.