BRANDING & CONSUMER PLATINUM, Luncheon Meat by Xiaomi, China

Developed with a young e-commerce market in mind, the re-design of this packaging stands out from traditional luncheon meat (or ‘spam') packaging. The front clearly expresses the brand, using eye-catching pink and pure black colours to create the contrast, whilst the oral expression of the Chinese characters “吃肉”(‘eat meat’) is transformed into the shape of a pig. On the back of the pack, a ‘piggy nose’ is created, helping to make the pack more identifiable, and ultimately making the product fun and engaging for the consumer.

BRANDING & CONSUMER PLATINUM, Luncheon Meat by Xiaomi, China