Sun Brace

Sun Brace is a candy brand designed specifically for children, prioritizing sustainability. The packaging is made from nearly 100% biodegradable paper. Once the candy is finished, the packaging can be transformed into a fun bracelet for kids, providing an additional toy without creating waste. The candy boxes are shaped like fruits that correspond to the flavor of the candy inside. For example, an orange-flavored candy comes in a box shaped like a halved orange, divided into 8 compartments, each containing one candy. Each individual candy is wrapped in an edible paper made from rice, which dissolves in the mouth along with the candy, eliminating the need for additional waste. Even if accidentally discarded, the wrapper biodegrades easily. To access the candy, simply punch out the perforated square on each compartment.

Background

-Given the extensive use of plastic in today's consumer products, particularly in food packaging, which is notoriously difficult to decompose and harmful to the environment, there's a pressing need for more eco-friendly alternatives. One such solution is to maximize the use of biodegradable materials, and paper is an easily accessible option. I aim to create a nearly 100% paper-based, plastic-free candy packaging that goes beyond being a disposable container. By incorporating additional functionalities and engaging design elements, the packaging can be repurposed and minimized as waste.

-Convenience stores and supermarkets are the primary target sales channels.

-Each box, priced at 25 baht, will contain eight candies and a toy bracelet that doubles as part of the packaging.

Objective

-To create environmentally friendly products by reducing the amount of packaging waste and making it easily biodegradable.

SWOT

-Strengths

: The packaging design is appealing due to its unique feature of also being a toy. Reducing waste as the packaging doesn't need to be discarded after consumption, and is easily biodegradable if disposed of. The price is not high.

-Weaknesses

: Limited Purchase Options, individual pieces or quantities less than 8 pieces cannot be purchased (as each box contains 8 pieces). Being made of paper, the packaging may be prone to tearing and is not very durable.

-Opportunities

: Most candy brands in the market have repetitive packaging designs. Children, the target market, generally enjoy both candy and toys, combining both into a single product offers a unique selling point. The product aligns with the current trend of sustainability.

-Threats

: Some other candy brands offer individual piece sales. There already are other candy brands that are well-established and reputable in the market. The candy market is highly competitive with numerous brands.

Primary Target

Demographics

-Female

-Age 3-12

-Student/young child

-Have middle class parents or the child has pocket money of at least 60 baht per day or more.

-live in the city or near convenience stores/supermarkets.

Psychographics

-Likes to eat sweets and snacks

-Likes to play with toys

-Likes something new and different

-Likes fruit/fruit flavored snacks

-Likes freshness and brightness

-Often go to convenience stores/supermarkets

-Have a love for the environment or interested in participating

Marketing activities and brand development through packaging

-Selling in convenience stores and supermarket, placed according to the shelf panel.

-Selling in online channels as well such as shopee, instagram/facebook page.

-Create ads on social media such as facebook, instagram, youtube.

- Set up booths to give away free tastings during the first period.

Marketing and brand measurement

-Check feedback from social media.

-Check onsite sales and online orders.

-Check the number of followers/likes/engagement via social media such as facebook, instagram