Pica Case

Design: Pica Packaging Design Lab.
Location: China
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Flour
Packaging Substrate / Materials: Paper, cardboard

A Packaging That Resurrect the Hundred-year-old Brand
Fried flour is a traditional snack in northwestern China. Although it has a long history it is losing its charm in younger consumers.

Pica Lab figured that in order to win gen-Z consumers, a fancy image is way better than instructions. To attract them to this aged snack, Pica Lab invite the talented Chinese artist – Feifei Ruan – to create a scroll which illustrate the milestones in fried flour’s history and the 130-year-old brand story. And Pica Lab visualized its unique selling point – comforting the stomach – to suit the new demand of contemporary consumers.

As a souvenir, the packaging leaves consumer an impressive topic, and through communication the history and the effect of this ancient smack appears in the market again.