Various Brands Are Expanding into Total Lifestyle Areas
Today, the lines between what we wear, eat, drink, watch,
and enjoy are blurring. These once-separate categories are
now integrated into the broader concept of ‘lifestyle.’
To attract a new generation of consumers,
brands must now operate within this holistic sphere.
Food and Beverage (F&B), in particular, has become
a powerful tool for branding and is increasingly
used as a key strategy for brand expansion.
Brand marketing through F&B is
an effective strategy for several reasons.
It offers an accessible way to convey a brand’s identity to both new and existing customers.
Because food and drink are easy for people to approach, it provides an intuitive,
low-barrier path to a brand experience. Furthermore, it naturally encourages
organic promotion through social media photo sharing.
In line with current marketing trends utilizing F&B,
we are proposing a design for food and beverage merchandise.
This project will target Puzzlewood, one of the representative
brands of our Center, as a way to extend the Amorepacific brand experience.
The dessert is designed to reflect the Puzzlewood identity,
drawing inspiration from the brand’s core story and key visuals.
The aesthetic aims to evoke the raw, earthy texture of an
untouched forest and the scent of the soil, utilizing a
primary color palette of black, dark green, beige, and dark brown.
We selected chocolate as the ideal F&B merchandise category
to express the brand’s identity and decided to develop
it in two forms: chocolate bonbons and chocolate bars.
Reflecting the keywords and colors of Puzzlewood, we developed
design concepts for both. We explored two primary creative directions:
one that abstractly conveyed the brand image using the main
color palette (dark green, black, beige, and brown), and another
that communicated the brand’s identity more directly through the use of the logo.
Alongside the designs for the chocolate itself,
we proposed packaging for the F&B merchandise with
the goal of creating an ‘Instagrammable’ final product.
The first concept was for individually wrapped chocolate bonbons.
This simple design drew inspiration from the Puzzlewood logo and
elements from the brand’s current Instagram content, utilizing only
minimal graphic lines, making it perfect for single-piece packaging.
Next, we developed a design concept
for the chocolate bonbon box packaging.
This design featured the Puzzlewood logo on
the exterior, while the interior included
an insert that could also function as a
message card to share the brand’s story.
Another design concept for the chocolate bonbon box
aimed to create a multi-sensory brand experience.
It was designed to incorporate the logo, the brand story,
and nature-inspired motifs, allowing customers to fully
immerse themselves in the brand through both sight and taste.
The second design concept
was for the chocolate bar packaging.
For this format, we aimed to intuitively showcase the brand’s
identity by prominently featuring its key visuals and logo.
Photos of the completed chocolate
bonbon and chocolate bar dessert samples.
We hope that these Puzzlewood F&B merchandise items will be utilized in future
brand pop-ups and various events. We believe they will offer an effective and
engaging way to help customers more easily understand the brand’s identity and
will enhance our promotional efforts.
Additionally, we hope to include this F&B merchandise alongside our products
in VIP gifts, providing an opportunity for our most valued customers
to fully experience the Puzzlewood brand through all five senses.
