Squina Natural Health Food & Skincare
Founded in 1994, Squina is a leading manufacturer in Hong Kong’s natural health food market. The popular natural health food series and skincare series have been on market for a long time therefore are in an urgent need for a branding evolvement. For the purpose, Squina hosted a packaging design competition in the campus of Fudan University.
This is my entry to Squina–Fudan Packaging Design Competition in 2017. The competition requires two set of packaging designs for Squina’s natural health food and skincare products. Therefore I made two unique concepts of design based on the nature of the products. The entry received Second Award in the finals.
“魚宝” Natural Health Food
Treasure from the sea
About the Series
“魚宝” is a natural health food series of Squina, originated from Japan. “魚宝” means “Treasure of Fish” in Japanese, as the product is made from fish in Japan. The health food series is targeted for the elder group that lacks necessary nutritions. The series has been on market for several years and become Squina’s flagship product in Hong Kong market.
I designed a new series of package for Squina “魚宝” Natural Health Food. The core concept of the design is about the nature of the product – fish. While developing the design around the concept, I put my focus mainly on four parts: colors, iconography, typography, and legibility, which combined contributes to a friendly, distinghshing universal design system. So here’s the final product.
For the Ease of Use
The original packaging on market has a messy palette of almost zero recognizability to differentiate from other products. So the color palette received an overhaul in the new design — five hues for each of the product. Since the series is mainly targeted for the elder group, a simplified color palette can not only help the series standing out from the shelf, but also help the elders — likely with weakened eyesight that is hard to read text — better tell the product with color. It’s the design for the ease of use with targeted customers in mind.
Friendly with Readability
Great typography is crucial in packaging design. The typographic layout is hugely simplified compared to the original design, abandoning the less important information. For the fonts, they were carefully chosen to make the text on packaging more readable and friendly to customers. Here are the two fonts for the two scripts on the packaging.
A Special Mind
The packaging comes with a gift box as an option. The box is designed with tradition Japanese style in mind. The beige background looks warm and friendly, the orthodox handwriting title and brush-style illustration brings a traditional and precious feel. There’s no other way better than this to express your wishes to your family and friends.
A Modern Revamp
The new Squina “魚宝” Natural Health Food packaging design is a modern revamp in brand identity. It brings a more iconic, legible, easy-to-use experience to the customers.
Natural Desensitizing Skincare Series
For sensitive skin
About the Series
The Natural Desensitizing Skincare Series is extracted from precious Squalane, penetrates into dermal skin layer, moisturing, and helping in anti-oxidization. It relieve sthe early signs of aging and helps skin regain its natural radiance with suppleness. It’s the flagship series in Squina’s product line.
I designed a revised version of packaging for Squina Natural Desensitizing Skincare Series. The new design is elegant and graceful, indicating the series’ high-end flagship position. The revision tackles one great challenge – to differentiate products with packaging to create better legibility – using the element of flowers. So here’s the final design.
The typography design in the new packaging is specially tailored for the natural skincare series to emphasize its high-end flagship position in the product line. I adapted two different typefaces with unique characteristics to create a clean, unified, contrast, legible and premium front look. So here are my two takes.
A Gift for Skin
Besides the individual product packaging, there’s also a gift wrapping option. The gift box inherits the theme of individual packaging with watercolor flowers and Didot as the titling typeface. The gift box even more emphasizes the branding identity with more flowers and a golden title, contributing to a premium feel. The box is wrapped with a red ribbon expressing the care and wishes from the sender.
An Identity Upgrade
The new Squina Natural Desensitizing Skincare Series packaging design is more than a revision over the original design, it’s an upgrade in identity. With the more legible and iconic design, we’re hopeful of more responses from the market.