Mini Me!

Dairy Farm in Hong Kong currently have a new objective to create new private label (category specific) brands that are more relevant to consumer need states. They want these brands to look more appealing and less like private label, in order to compete with national brands. They aim to offer better value for money and in turn drive sales.

SnapMax is a brand for Dairy Farm's snacking category. The brand represents big flavours and variety. A new product range for mini biscuits, crackers, cookies and shortbread was being developed to drive the whole snacking experience.

We were asked to communicate Snack Big, Snack Bold, and the project included portfolio management, brand creation, identity and packaging design.

Our chosen solution is a nod towards a comment that was made in research when one consumer said the products were "almost too good to share". The concept All Mine was born - represented by the Saul Bass inspired hand grabbing the product.

Our first stage concepts explored three bold and fun options...

This was our recommended concept, but it was too far for the Asian market...

This is the final concept that was launched, and is just a taster of a much larger range of products...

The idea continued onto the back of pack...

"We only work with great agencies. They know the importance of listening to their clients before attempting to tell their stories. Dale Evans is a great LISTENER. He takes a simple brief and executes it with intelligent simplicity."

Suzanne Wong - Corporate Brand Director, Dairy Farm (Hong Kong).