CAKE MONSTER 小罐兽

ART DIRECOR: Bowen Hou
DESIGNER: mushroom ahead team
YEAR: 2023
LOCATION: Hangzhou
CLIENT: YIMING

Yiming milk cancake, as the main online product of Yiming, has sold more than 2 million cans and is the number one selling product of its kind on the whole network. 2022 we are redeveloping and completely upgrading our brand, products and packaging containers with the new image of "CAKE MONSTER".

When canned food meets dessert: How to weaken the sense of "satisfying low needs" of canned food and strengthen the sense of "ceremonial enjoyment" of cake and dessert is the key to solving the visual eye-catching problem of this category. We decided to use the frosted texture as the basis, and then through the double-layer modeling design, to create a cake packaging design with a sense of airiness/home decoration, to evoke the user's association with the canned cake and dessert enjoyment scene from the first glance.

The handwritten font with graffiti logo creates a relaxed and trendy French dessert atmosphere. The transparent frosted container combines the texture and color of the cross-section of the cake itself, returning the canned cake to the essence of dessert through what appears to be an "undesigned" approach, while the hand-drawn canned one-eyed beast graphic logo is the finishing touch to the entire container.

The design of the whole project follows the principle of "less is more", form follows function, and the product (cake) is also integrated as part of the visual output of the design, which complements the design of the vessel, reinforcing the advantages of the container packaging and achieving the overall sense of "vision is IP". The design of the product (cake) also becomes part of the visual output of the design.