Qia Qia｜Firewood-Fragrant Peanuts

Project: Qiaqia / Firewood-Roasted Peanuts
Service: Packaging Design
Distribution: Supermarkets, Direct Channels

Qiaqia’s Firewood-Roasted Peanuts revive the authentic flavor of traditional peanuts, infused with a natural firewood aroma. While the idea of “all-natural, only peanuts” aligns with modern health-conscious values, the true distinction of this product lies in its unique firewood fragrance, setting it apart from other peanut products on the market.

Building on this characteristic, we explored its core value further, targeting post-80s and 90s consumers. We focused on leisure, entertainment, and social gatherings, precisely capturing their nostalgia for childhood memories of wood-burning stoves. This sense of nostalgia was embedded into the product’s identity, with packaging visuals designed to recreate those cherished moments.

Our core strategy was to break away from the conventional snack concept by using emotion as the key differentiator. By creating a complete nostalgic experience, the product is elevated from a simple snack to an emotional vessel carrying childhood memories. Visual elements evoking a bygone era were applied to reimagine the warmth of firewood aroma, enabling consumers to feel an instant emotional connection at first glance.

The packaging design drew inspiration from old state-owned factories, aiming to establish trust. This style recalls memories of “authentic ingredients, traditional craftsmanship, and reliable quality.” Through its color palette, bold typography, and prominent lettering, the design recreates the realism of retro packaging while reinforcing the message of pure ingredients. Combined with the product’s “100% peanuts” formula, it conveys a double assurance of quality and authenticity.

The bright combination of red, yellow, and blue paired with vintage-style fonts outlines a strong visual identity that resonates with post-80s and 90s consumers, evoking their childhood recollections. Hand-drawn illustrations vividly capture the aroma and char of firewood roasting, transforming traditional craftsmanship into a tangible visual experience.