Red Legend Hawthorn

Hawthorn is a fruit that Chinese people traditionally eat as a snack. Coated with sugar, the snacks have conflicting tastes of sweet and sour. Typically given to children, ALDI China wanted to expand the market targeting a more mature audience, 20-35-year-old females.

The fashion-forward characters mirror the fashion-conscious audience. Each character has subtle differences in their personality, style and demeanour. the target market sees part of themselves in at least one of the women.

The colours are fun and exciting, giving the sense of a sugar rush. The contrasting colours also reflect the clashing flavours of sweet and sour. Joyful bubbles, chip sunnies and the gift of hawthorn cubes, the clever imagery used to incorporate the snacks are fun, quirky and shows the consumer exactly what they are buying.

The pack has a clear target market and captures the magic and child-like fun that we all recognise in sweets.

• Client
  ALDI China
• Brief
  Sweet like Candy! ALDI China wanted to extend its Red Legend range to include Hawthorn Snacks. Typically given to children, they wanted to expand the market targeting a more mature audience, 20-35-year-old females, whilst still capturing the fun of sweets.
• Scope
  Range Extension, Packaging Design, Photography