Sharona Antonipillai

AROY-D Coconut Milk Re-Design

The brand I’ve chosen to redesign is AROY-D’s canned goods.“Aroy-D showcases an extensive line of the most popular Asian food and is available at most Asian and mainstream supermarkets. The brand provides consumers with an authentic taste at a great value.”Straight to the point, coconut milk, identifiable brand written in white bold letters at the top of the can where the can is the darkest shade in the background. The company’s purpose is to just provide to long term customers and people who are familiar with their brand.Their target audience is the Asian demographic as they’re familiar with that brand being sold in the ethnic supermarkets as well as big box grocery stores. Their Strengths - Brand loyalty- Big clear picture of a main product it’s sellingGarners sales from familial design as it’s sold in asian markets and big places like walmart- People who have tried different coconut milk flavours tend to favour this brand in terms of their flavour hitting differently as they have a strong creamy evoked by it’s spices that have people returningBut their weakness is- The dark gradient at the top of the can loses the colour of the typeface- The white outline doesn’t help the thin font of the red that should be complementary to the green can but causes it to clash insteadSo the opportunities I found were- Since the pandemic more people have been cooking which extends pass the target market of housewives which gives them the advantage to change their brand image to come off more appealing as their competitors designs- Tiktok has influenced people to cook more from temptational videos that run as short as 6 seconds so there’s a younger generation motivated to cookMy proposal was to- Better utilize brand colours- Change packaging- Change to thicker typeface or sans serif for legibility- If green is what their loyal buyers go off by to purchase them they should utilize it in a way that doesn’t get lost with the other green package design that it gets confused for- Easier on the eyesI wouldn’t call these historical elements per say but it is rather recognizable to long term customers of this product so I wouldn’t make a drastic change, I just want to make it more easier to distinguish amongst the similar products in it’s category100% a new hierarchy is needed in the package for communication purposes as the brand’s product names aren’t legible. I wouldn’t say it effectively speaks to the target consumer, it just does the bare minimum, has the logo in large enough for people to know what brand they’re purchasing. Just that there’s potential of purchasing the wrong item as other products in the line look similar with the colours just ranging from 2 options with dozens of products that need to be taken a double take to.The new design will not take away from current consumers, instead it will increase their target as it appeals beyond the international bracket. Once consumers take notice of more appealing product design, this brand of coconut milk can expand target.The product itself doesn’t drive much appetite appeal as it is not meant to be consumed alone as it’s just an ingredient, but I would like to take advantage of the photography by going for a more illustrated approach to refresh the design.Certainly there is opportunity for new package forms, but consumers of this product which I plan to cater my redesign towards prefer consumption by can as it is also offered in the carton as well so it’s a choice of quality and comfort, so I plan to stay with cans. One problem currently faced is the use of ridged cans as it adds to the difficult legibility of the current can. My proposal is to use flatter cans to not lose the legibility of the type to.