1. TARGET CUSTOMERS

With the prerequisite goal: this is an incense product used to relax and reduce stress for users. Therefore, the audience of the product is divided into 2 main groups

Group 1:

1. Type of person: busy, heavy workload, single, does not live with family, works in a hectic workplace where stress and pressure are easily generated, less Make time for your own well-being.
2. Purpose of purchase: use as a tool to take care of the home and above all to relax, relieve stress after stressful working hours

Group 2:

1. Type of person: young people are mostly students/college students with special interest in spiritual issues, interest in tarot, zodiac, star chart.... Especially interested in psychological problems and spiritual life of themselves as well as of the young generation
2. Purpose of purchase: use for your own spiritual purposes and take care of your spiritual life

 2. PRODUCT’S WEAKNESSES

1. Incense products are usually packed quite large with the purpose to serve traditional family worship. In order to meet the family's long-term use needs, incense is often sold in large quantities. But with relaxing incense that can be used anywhere, such a large quantity will make it difficult for customers if they want to bring a lot of places to use.
2. The target customers want their incense to be portable and accessible anywhere, anytime so the incense gadgets are usually considered a nuisance
3. Customers face the problem of freckles falling everywhere and the problem of cleaning the leftover incense ash after use is inconvenient

3. HOW TO FIX IT WITH NEW PACKAGING?

1. Redesign the packaging to be smaller, lighter, more convenient and portable. Produce incense with a moderate amount, meeting the needs of the required quantity. Small sized packaging divided into individual scents (primary packaging) and a large box that synthesizes all 3 scents (secondary packaging) for buyers to easily choose.
2. Integrate a compact incense stick holder that comes with the packaging so that customers can use it anywhere when needed
3. Design the incense holder to completely contain the falling down ash so that customers no longer have hygiene or cleaning issue after use

4. MAIN IDEA

“EASY TO RECYCLE” 

1. The product is relaxing incense with only one stick per use

1. In order to meet the needs to be able to use the incense sticks anywhere, at any time and to be able to catch the incense ash, the packaging will be integrated with an incense holder and ash container.
2. Incense can be served as a gift
3. Not only that, customers will have to interact and directly assemble the packaging to use this feature before using the incense and reattach it after using it.

=>  That explains for the life of the packaging increased and used as much as possible

“UPCYCLE” - CREATE A PRODUCT OF GREATER QUALITY AND VALUE THAN THE ORIGINAL

The main concept: “RADIATE”

1. Stemming from the very nature of the selected product, the incense radiates the smoke. Besides, it also radiates a vast number of pleasant fragrance to relax and clear our mind, bringing peace to our home.

1. That’s the reason why, “RADIATE” is shown directly on the design through:

1. The patterns are drawn by thin strokes with different density that resembles "radiant" smoke lines, using a diamond-symmetrical layout to bring elegance and sophistication.
2. The rectangular shape can be interactive while using, which is popping up when the customer puts incense in it

1. The layout is arranged in a simple and modern way to create a unique luxury
2. Making use of the product's own color and the paper material will create a color effect on the packaging, besides a rustic color palette will represent the tradition.

=> The above factors make the packaging not only modern and luxurious, but also exude the inherent rustic traditional look of the product, contributing to the value of the recycling process.

 5. MATERIAL

Packaging products are manufactured entirely of paper for better capability of protecting the products inside and complementing the packaging's visuals in the best way possible, and most importantly, the environment friendly factor.

6. FUNCTION

1. Packaging is designed to open the box horizontally, which help customers to take the incense easier (in case the customer with short nails will find it difficult to take the incense out vertically)
2. Integrating an incense holder to contain the leftover incense ash, which can help customers to use the incense anywhere, at any time.
3. Compact packaging, containing just the right amount of incense. Portable, works as a daily essential item in accordance with customer needs. The sturdy paper material as well as the firm packaging help to keep the scent of the incense for a long time. 

1. All folds, cuts or holes in the original packaging must be preserved during manufacture. Recycling instructions will be clearly printed on the packaging with detailed instructions. => Customers simply need to follow the assembly instructions according to the pre-cut parts on the package.

-> By overcoming the previous limitations, the above design renovations will certainly increase the life of the packaging thanks to its convenience and reusability.

7. PRACTICALITY AND THE INCENSE MARKET

Economic value:

1. Primary packaging: Light paper material, fold the hard box, simple steps to fold the box. There is a recycled paper base but the paper material is moderate → Reasonable price
2. Secondary packaging: Stop using too much paper or fold the hard box, and steps to fold the box is as simple as the previous packaging → Reasonable price

Competitive value: new features that are more convenient, understanding and resolve consumer’s issues → More competitive compared to other brands. The benefits of improving the packaging this time will bring success in marketing and earn the brand a significant number of customers than before.