Ever Fresh - July Fresh Red Dates
"Ever Fresh - July Fresh Red Dates" are a new product from a Chinese food company.
The newly developed "July Fresh" red dates of Hotan Prefecture, Xinjiang, have inherited the large size of the Xinjiang jujube, but have been improved in terms of the rough texture and thick skin of the jujube, and also exude the sweet fragrance of the Xinjiang grey jujube.
It was aimed for the products to reach the shelves of supermarkets under the brand Hema Fresh, so we were invited to redesign the packaging for "July Fresh," with the hopes of attracting a new generation of consumers with a brand image of greater youthful appeal. We studied the packaging of fruit domestically and found that a majority focused on fresh colors and traditional elements, and included a large quantity of product information, resulting in an excess of information.
For the packaging design, we took a bold step in removing a large quantity of unnecessary information, and adopted a design with a transparent "skylight" in the center to show the large size and fresh, tender texture of the "July Fresh" red dates. We matched this with a refreshing look in terms of typeface and illustrations, so as to cater to the market of young women, as well as break past the existing image of red dates that general consumers have in mind.
