Design: 78 Design
Project Type: Produced
Client: Deelish Brands
Product Launch Location: Singapore
Packaging Contents: Sandwich, Milkshake, Fries
Packaging Substrate / Materials: Paper, Board
Printing Process: Offset Printing
The approach to this design concept is to keep the brand simple and retro. The feeling of trust arises in the heart of the consumer based on a brand’s legacy. The retro look exuded by this design serves the purpose of making the brand feel aged and experienced and one that has perfected its craft and recipe. The important aspect of the packaging design is the chicken mascot and other food characters that have been designed keeping in mind the long-term association of the brand with its audience.
The colours associated with fast food have been incorporated for people to better relate to what the Buttrmilk offers. Although the design language is rustic and retro, the communication style is modern so that the brand can be related by its target audience – teenagers and parents with young kids.
The combination of the retro design with modern communication is unique in how the brand is perceived. Also, there are characters that have been designed for each of the items on the menu.