Nestle China - 5 Rams Ice Cream Packaging Revamp

I was tasked by Nestle (China) to create new packaging for a popular Cantonese brand in southern China. The brand has been known as a local favorite for 50+ years in the region, and needed to upgrade its look in order to compete with encroaching international brands. Using the rich Cantonese culture for the foundation of design, I created a fresh brand concept for the audience by communicating heritage, fused with modern design in a well crafted, memorable piece of packaging, diminishing the sensitivity of price adjustments. I created a new concept value by leveraging 5R awareness, Cantonese tastes, and creating "memorable experiences" as the core value position. To meet the demands of the project, I needed to create multiple designs for the different flavors as well as designs for the premium SKUs - Gold Label ice creams.