DESIGNER

Runn Kiriruangchai

PROFILE/DESCRIPTION

Objectives/Project Description --> Redesign the koikeya brand salt and seaweed to be better at communicating the flavor and character of the chips, and to be more competitively viable when put against typical western chips.

GOALS

Objectives/Design Objective → Make the design of the bag more informational and accessible while maintaining the casual and light-hearted character of the brand.

PRIORITIES

Communication Priorities --> 

• Flavor
• Brand identity
• Product name

TARGET AUDIENCE

Details/Target Audience →

• Appealing to all ages 
• Not too health-focused (hippies)
• Not too unhealthy (people who eat blue takis)
• Accessible by everyone (branch out from mostly asian people)

BRAND CHARACTER

Details/Brand Character --> 

• Enthusiastic (sort of high-energy and happy)
• Fun
• Conservative? (not edgy)

COMPETITIVE SITUATION

Details/Competitive Situation --> 

• Standard american chips like lays are easy for people to fall back to instead of trying something new
• “Fancy” chip brands that offer unique flavors (truffle chips, things outside of the norm) can overshadow the relatively simple taste of salt and seaweed