Sun keep "Keep every word, open every idea"

**Internal Analysis of the Sunflower Seed Market in Thailand**
The sunflower seed market in Thailand is experiencing steady growth due to increasing consumer interest in health-conscious eating and the desire for healthier snacks. Sunflower seeds have gained popularity as a guilt-free snack option because of their high nutritional value, being rich in healthy fats, vitamin E, magnesium, and fiber. These nutrients benefit heart health, skin nourishment, and digestive health, making sunflower seeds a favored alternative to high-calorie, sugar-laden snacks.
In 2023, the market value of sunflower seeds in Thailand continued to rise, with an average annual growth rate (CAGR) of approximately 6-7%. This growth can be attributed to the increasing trend of healthy eating, prompting manufacturers to diversify their sunflower seed offerings, such as salted roasted seeds or seeds with new flavors. This variety enhances their appeal as a convenient snack option for daily consumption. Additionally, packaging designs have become more portable, catering to consumers seeking convenient, health-conscious snacks.
Many brands in Thailand are now focusing their marketing efforts on consumers who seek snacks that are both beneficial and guilt-free, positioning sunflower seeds as a popular choice among working professionals or those who desire energy-boosting snacks without the concern of weight gain or health issues.
Looking forward, the sunflower seed market is expected to maintain its growth trajectory due to the rising demand for healthy snacks. Continuous product diversification and the adoption of environmentally friendly packaging will play key roles in market expansion, addressing the needs of consumers seeking healthier and more sustainable snack options.
**Market Analysis of Sunflower Seeds**
Our brand, "Sun Keep," is a producer of roasted sunflower seeds with a strong focus on health and environmental sustainability. We source our seeds from farms that practice sustainable agriculture without harmful chemicals. These farms use energy-efficient cultivation methods and promote biodiversity. The seeds are roasted using clean energy and packaged in 100% recyclable materials. We aim to provide consumers with a snack that not only promotes health but also contributes to environmental preservation. "Sun Keep" offers a perfect choice for those who prioritize both their health and the planet in every aspect.

**Market Analysis of Packaging**
Currently, snack packaging in Thailand predominantly uses materials with limited recyclability or disposability, such as Polyethylene (PE) and Polypropylene (PP) plastics. While these materials offer advantages such as low cost, ease of production, and packaging, they do not align with sustainability principles or the 3R concept (Reduce, Reuse, Recycle). Therefore, a more suitable option is to use recyclable and reusable plastics like High-Density Polyethylene (HDPE), which has superior properties, including resistance to corrosion and higher temperature tolerance compared to commonly used plastics like Polypropylene (PP) and Polyamide (PA).
HDPE is a strong, impact-resistant plastic with good flexibility, which helps maintain the freshness and crispness of products like sunflower seeds for longer periods. Furthermore, HDPE has excellent moisture and gas barrier properties, crucial for extending product shelf life. More importantly, HDPE's higher density compared to PE results in increased durability and strength without requiring more material, offering better puncture resistance.
From an environmental management perspective, HDPE is easier to recycle than laminated plastics like PA and MLP, which involve multiple layers of plastic and metal films, making recycling complex and costly. The use of HDPE helps reduce the volume of hard-to-decompose plastic waste, as these materials have greater potential to be effectively processed in recycling systems. In addition, Thailand's recycling infrastructure is better equipped to handle HDPE compared to more complex laminates.
Although HDPE has a higher production cost than PP, in terms of sustainability and the 3R concept, HDPE offers better recyclability and a lower environmental impact. It can also be reused in manufacturing industries, where recycled HDPE is used to produce new packaging, reducing the demand for virgin plastic.
In conclusion, HDPE is a more suitable plastic for packaging compared to other commonly used types in the current market. It not only offers superior functionality and protection but also has advantages in waste management and recycling efficiency. HDPE is an ideal choice for sunflower seed packaging, as it meets market demands while aligning with environmental sustainability and the 3R concept.

Packaging Analysis
Current Market Packaging
Packaging Materials: Types of plastic such as PE and laminated MLP.Packaging Sizes: Ranges from 25 grams to 110 grams.Design: Printed with images of sunflowers and piles of sunflower seeds on the packaging.Functionality: Tear-open pouches or zip-locks for ease of use.Packaging Issues: The packaging consists of soft plastic made from multiple layers, often coated with printed ink for labeling. After use, this type of packaging cannot be recycled efficiently. The mixed-plastic composition makes it difficult to process through recycling systems.

Brand Development Goals
To create a roasted sunflower seed snack brand that delivers on convenience, health, and sustainability.To design and develop packaging that meets the needs of both businesses and consumers, while aligning with the 3R principles (Reduce, Reuse, Recycle).To build Brand Awareness through consumer-centric, environmentally friendly packaging, supported by a marketing campaign that emphasizes the 3R concept.To expand the customer base and increase revenue for the organization through targeted marketing campaigns.Consumer Insight
Based on consumer observation in convenience stores and in-depth interviews, the target customers are working professionals and students aged 17-35. Their purchasing behavior indicates a preference for snacks that are easy to eat, quick, mess-free, and portable. They typically consume sunflower seeds while attending meetings, studying, or working. During consumption, they tend to leave the seed shells on the table or in makeshift containers, which can cause inconvenience. Once finished, they usually put the shells back in the package and dispose of them.
This consumer insight highlights the need for a packaging solution that addresses the inconvenience of shell disposal while enhancing user experience.

Logo Origin and Meaning
Sunflower: The yellow-orange color represents the brightness and energy of the sunflower, a source of solar energy. The sunflower also symbolizes growth and hard work, aligning well with the sunflower seed product that focuses on health benefits.Little Bee: The bee represents diligence, orderliness, and cooperation in nature. Bees play a crucial role in pollination, which promotes the growth cycle of plants, making the logo a symbol of connection to nature and maintaining ecological balance.Typography: The font is kept simple, emphasizing the brand name "Sun Keep," with an orange tone to add vibrancy and appeal. This choice resonates with the target audience of 17-35-year-olds, who are lively and youthful, while maintaining a minimalistic style.Brand Personality
Our brand aims to be approachable with a minimalist and simple design. We seek to accompany consumers during moments of creativity, reading, working, or even when they need a break. Sun Keep provides a worry-free snacking experience, which inspired the slogan "Capture Every Bite, Unlock Every Idea."

Product Idea
In alignment with the 3R principles, the following ideas have been developed for environmentally conscious packaging:
Reducing plastic usage (Reduce): We focus on minimizing the amount of material used while maintaining product protection and optimizing transport efficiency. The goal is to use eco-friendly materials that reduce environmental impact in the long run and can be reused. This approach ensures a smaller carbon footprint while still preserving product quality.
Reuse: We have designed packaging that is durable and reusable. This concept extends the life of the packaging by allowing consumers to repurpose it, such as using it to store coins, jewelry, or refill it with sunflower seeds. This not only reduces waste but also maximizes the lifespan of the material, offering an alternative way to reduce environmental impact.
Recycle: Recycling is a key part of our packaging design. The materials used are easily recyclable, as we selected packaging made entirely of the same material, ensuring easy sorting and waste management. We chose HDPE plastic, which is widely accepted in Thailand’s recycling system. This plastic type is highly recyclable and in demand, reducing the amount of waste sent to landfills. Once recycled, HDPE can be repurposed as raw material, contributing to a sustainable circular economy.
This packaging concept is designed to be both functional and environmentally friendly, reducing the impact on the environment while still being practical for consumer use.

Event Marketing
Target: Working professionalsBig Idea: “Capture Every Bite, Unlock Every Idea”Brand: Sun KeepDetail:This event will involve setting up booths at various trade shows and events in shopping malls, with a focus on engaging consumers through interactive activities. Attendees will have the opportunity to test the packaging and share their feedback. Products will also be available for purchase during the event.
Objective:
To build brand awareness through packagingTo increase product salesKPI:
Measured by the increase in sales during the eventOnline engagement across digital platforms

2. Viral Social Media CampaignDetail:Following the event in the first activity, consumers will be invited to participate in a competition to create creative video reviews of the packaging and share them on social media. The participants with the highest engagement will win prizes at the event, using the hashtag #SunKeep “Capture Every Bite, Unlock Every Idea.”
Objective:
To build brand awareness through packagingTo increase product salesTarget:Students
KPI:
Measured by increased sales during the eventOnline engagement on social media platforms