SCGP

Kinh Do - "The train connecting hearts"

Idea Tank
Team : Nguyen Xuan Khang

Member

Mr Kang Subin

1. Main idea: As we know, Kinh Do in general and Solite in particular are always products chosen as gifts during holidays and Tet. With the idea of ​​using the image of the Kinh Do - Solite train as a means of connecting emotional areas in the heart, designing a packaging with the concept of a Tet train (more specifically the Metro train line) combined with magical shimmering light will help increase the uniqueness, modernity, meaning and novelty in the market.

2. Target: Creating a unique packaging product on the market, which can be recycled and reused without harming the environment. In addition, the packaging can be used for other purposes such as display, which also helps increase the application and attraction of the product and the Kinh Do brand as well as Solite brand will be promoted and recognized more widely.

3. Message: Help us better understand the emotions in life. Help people, especially young people, realize that they need to live more emotionally and care more about the people around them. In addition, this is also a product that helps express love, leads us back to our loved ones, family, and friends, helping the recipient of the product understand that they are always the ones we remember, care about, and give the most precious feelings in life.

In addition, transforming the cake box  into a display box will help viewers relax, feel comfortable and eliminate the pressures of life.

4. Target Audience: Young people aged 20 - 24 years old.

- Busy type, heavy workload, high pressure, living far from home --> Need products to reduce stress, pressure, relax, relieve stress.

- Dynamic, youthful, enthusiastic, passionate about unique items.

- Always need special gifts for relatives on holidays.

- The age group that understands and cares about the story of "Metro Train" the most.

5. Packaging structure orientation:

- Level 1 packaging: Use sliding boxes to increase luxury, uniqueness, interest, and novelty.

- Level 2 packaging:

+ Use sliding lids --> Display will save space --> More convenient in display (Cabinet corner / table and chair)

+ Handbag-like structure - with handle --> Convenient, easy to carry, hold.

+ Use lights --> to create highlights, attract, and novelty.

6. Design process:

other Ideas