BACKGROUND:ENVY™ is a super-premium New Zealand apple brand that retails for about RMB 20 per piece in China. It’s large size, red skin, NZ provenance and exquisite taste make it and ideal gift for Chinese New Year. The brief was to create festival packaging to premiumise the ENVY gifting experience during this auspicious holiday.
APPROACH:We wanted to create festival packaging fitting of this premium product, so combined ENVY’s trademark red packaging with the luxe gold that is a signature of Lunar New Year wishes of good fortune. We developed a tube option for 3 apples and a large round box for 8 apples – an auspicious number in China. The tube-shaped packaging was inspired by the Chinese Fire Cracker that are synonomous with Lunar New Year Celebrations and the round packaging is in line with Chinese love for circles which they believe stands for “fulfilled”, “oneness” and “perfection”.
RESULTS:The packaging was so well received by key channel partners that they gave us incredible footprint in store with large ENVY displays. The giftboxes were so popular with consumers we extended them beyond the CNY period.
