PepsiCo is expanding the premium, female snack category in the Chinese market with product benefits and local relevancy. In 2019, Sunbites launched six seaweed-centric products to serve this purpose.
In creating the Sunbites seaweed line design, the design team went for a minimalist approach, wanting to embody the idea of quality over quantity. The new pack designs reflect the light-hearted, sunny feeling of a summer day. A glowing radiant background sets the tone, and Sunbites appear as if they are floating on air, imparting a sense of lightness. The Sunbites are pictured layer by layer, as a bite-sized “sandwich,” with the better-for-you ingredients like nuts and seeds inside clearly showcased. The logo, finished in a golden tone, places the brand in the premium snacking space.
The target consumers for Sunbites are more conscious about their holistic snacking moment, looking for specific product benefits and a tasty, sensory experience. These consumers value a product not only for its good taste, but equally for the packaging aesthetics.