NO FUN SHOP
我们有意识地剔除零食包装中常见的食欲暗示/产地叙事与复杂装饰, 以大面积色彩/超大 Logo 和明确的信息层级,形成一种兼具超市商品直觉与潮流态度的视觉感受。我们希望消费者不需要反复思考袋内是什么/是否好吃/是否值得购买, 而是通过最短的视觉路径, 直接完成识别与选择, 从而建立一种拒绝过度解释的品牌态度。
We deliberately stripped away the appetite cues, origin stories and decorative excess commonly found in snack packaging. Bold fields of color, an oversized logo and a clear information hierarchy create a visual language that combines the immediacy of supermarket products with a contemporary edge. We wanted consumers to recognize and choose the product through the shortest possible visual path, without overthinking what is inside the bag, whether it tastes good or whether it is worth buying—giving the brand an attitude that refuses to over-explain.
Brand Identity品牌视觉
Packaging包装
Creative Direction艺术指导
我们有意识地剔除零食包装中常见的食欲暗示/产地叙事与复杂装饰, 以大面积色彩/超大 Logo 和明确的信息层级,形成一种兼具超市商品直觉与潮流态度的视觉感受。我们希望消费者不需要反复思考袋内是什么/是否好吃/是否值得购买, 而是通过最短的视觉路径, 直接完成识别与选择, 从而建立一种拒绝过度解释的品牌态度。
包装中的 Logo/产品名称/口味及营养信息并非随意放大, 而是根据包装宽度建立统一的字号计算关系, 并按照固定比例逐级缩小。看似放肆的文字尺度与简单的编排背后, 是一套可以持续复制的计算系统, 使不同产品在保持个性的同时, 仍然拥有稳定的品牌识别。
如何让 “无趣” 不等于无聊, 而成为一种拒绝过度解释的态度。我们试图用最极简的方式, 建立一种有意识的放肆：让包装少说一点, 让消费者少判断一点, 让产品更快地被看见。
We deliberately stripped away the appetite cues, origin stories and decorative excess commonly found in snack packaging. Bold fields of color, an oversized logo and a clear information hierarchy create a visual language that combines the immediacy of supermarket products with a contemporary edge. We wanted consumers to recognize and choose the product through the shortest possible visual path, without overthinking what is inside the bag, whether it tastes good or whether it is worth buying—giving the brand an attitude that refuses to over-explain.
The logo, product name, flavor and nutritional information are not enlarged arbitrarily. Their type sizes are calculated in relation to the width of the packaging, then reduced through a fixed proportional scale. Behind the seemingly audacious typography and simple composition lies a repeatable system of calculation, allowing each product to retain its individuality while maintaining a consistent brand identity.
The question was how to make “boring” feel anything but dull, and instead turn it into an attitude that resists over-explanation. Through the most minimal means possible, we set out to create a deliberate kind of audacity: letting the packaging say less, asking consumers to judge less, and allowing the product to be seen more quickly.
