DESIGN BRIEF

设计纲要
 BACKGROUND 背景

The Product 产品
Baozza is an innovative quick food concept that brings together the delicious pizza
taste in a classic bao shape.
包萨是披萨馅包子，一个极具创新性的食物概念。

convenient - satisfying - fresh - soft - tasty - delicious

方便 - 满足 - 新鲜 - 松软 - 丰富 - 美味
International chefs - Good Italian ingredients - Yummy cheese pull - No hard pizza crust
国际化背景的厨师团队 - 上好的意大利食材 - 超长拉丝 - 没有披萨坚硬的底饼
BACKGROUND 背景
The Brand 品牌
• Originated in Beijing in 2016 2016年年在北京诞⽣生
• 3 parts of the business: 3个业务范围
• Delivery in Shanghai, Beijing and soon other cities 加盟外卖⽹网络
• Quick Serve Restaurant in Shanghai ⾃自营快餐⻔门店
• Available in cafes, pubs and at events in Shanghai and Beijing 与咖啡馆、酒吧、度假村合作
• Frozen Food fridge in supermarkets 冷冻包装-在超市/淘宝出售
• Targeting young urban professionals and students who want a creative snack that is delicious and
filling. 受众：喜欢尝试新鲜事物与美食的年年轻⽩白领、学⽣生，和有⼩小孩的年年轻家庭。
• The brand is simple, fun, surprising and bold (see brand workshop. ⼀一个简单、有趣、出其不意、⼤大
胆的品牌。
BACKGROUND背景
Flavors 口味

Italian Sausage Spinach Cheese BBQ Chicken

意式香肠 菠菜干酪 浓汁烤鸡

Margherita Pepperoni Hawaiian

玛格丽特 萨拉米香肠 夏威夷
BACKGROUND背景
Preparation Style 做法

Pan Fried 煎 Deep Fried 炸 Toasted 烤 Steamed 蒸 Cheesy 加芝⼠士烤

BACKGROUND背景
Baozza in Service Restaurants 餐厅堂食/外卖
BACKGROUND背景
Frozen Package 零售包装
Restaurant impressions门店
DESIGN TASK 设计需求

1. update existing delivery packaging 1. 更新现有的外卖包装

2. update existing frozen food packaging 2. 更新现有的冷冻产品包装
3. Create new 7/11 packaging and display 3. 设计单个包萨的包装（将在便利店出
designs
售）
4. Others 4. 其它

贴纸，传单，口味旗子等 优惠券，餐
Stickers, flyers, flags and other collateral,
handout and table-tent, T-Shirts, hats and 桌小餐牌， T恤，帽子和其他周边商
other merchandise 品
CURRENT VI and ASSETS
设计规范和物料
DESIGN TASKS: DELIVERY PACKAGING
设计需求：外卖包装
 1. Delivery Packaging 外卖包装

1 bao box 单包盒

Size 9CMx9CMx6CM

Paper bag 外卖袋 Tissues 面巾纸 Lining paper 防油纸

Size 20CMx18CMx15CM Size 5CMx5CM Size 20CMx20CMx20CM
Size 15CMx15CMx15CM
2 baos box 双包盒
Size 18CMx9CMx6CM
1. Delivery Packaging / Reference 外卖包装/案例

Iconic Bao Packaging Example: HORAI bao from Japan 经典

1. Delivery Packaging / Reference 外卖包装/案例

Food Icons Example: Shake Shack 图标

1. Delivery Packaging / Reference 外卖包装/案例

Food Doodle Example: Better Burger 手绘

1. Delivery Packaging / Reference 外卖包装/案例

Food Doodle 食材手绘

1. Delivery Packaging / Reference 外卖包装/案例

Fun Food 有趣的手绘

1. Delivery Packaging / Reference 外卖包装/案例

Food with attitude 带有情绪

DESIGN TASKS: CPG PACKAGING
设计需求：零售包装
2. Consumer Packaged Goods 零售包装

2 baos box 两个装 4 baos box 四个装

Size 18CMx9CMx5CM Size 18CMx18CMx5CM
2. Consumer Packaged Goods 现有的零售包装
Current design
2. Consumer Packaged Goods 零售包装
超市现场展示
Shelf space example

very cluttered environment fairly controlled environment

混杂的环境 相对可控的环境
2. CPG / Reference 零售包装 / 案例

potentially adding solid colors 


to distinguish flavors
用不同的颜色区分口味
2. CPG / Reference 零售包装 / 案例

adding solid colors

2. CPG / Reference 零售包装 / 案例

Product photography + illustration

实物图+手绘
DESIGN TASKS: QUICK MARKET
设计需求：便利店零售包装
3. 7/11 packaging and display 711包装/展示盒

Display box
展示盒
Microwave pouch
蒸汽袋
DESIGN TASKS: Others
设计需求：其他
4. Food Service 合作餐厅

Flavour flag Table tent

口味旗子 餐桌小餐牌
4. Collateral

Flavour stickers
口味贴纸
take-one
贴纸
DESIGN TASKS: TAOBAO PAGE
设计需求：淘宝店铺
 2. Taobao / Reference 淘宝店铺 / 案例

https://aigechibaole.tmall.com/index.htm?spm=a1z10.1-b-

https://bangbasp.tmall.com/index.htm?spm=a1z10.3-b-s.w

https://lamianshuo.tmall.com/search.htm?spm=a220m.100
photography
+ illustration https://sanzhisongshu.tmall.com/search.htm?spm=a220m.
DESIGN TASKS: COLLATERAL
设计需求：清单
Deliverables 交付
Phase 1 第⼀一阶段 Phase 2 第⼆二阶段 Phase 3 第三阶段
2019.11 2019.12 2020.01
Bag 打包袋 Stickers 贴贴纸
1 bao box 单包盒 Flavor flags ⼝口味旗
Delivery 外卖 2 bao box 双包盒 Table tent 餐桌牌⼦子
Lining paper 防油纸 Bag insert 卡片
Tissue ⾯面⼱巾纸 Flyer / take-one 传单
Frozen 冷冻零售 2 bao box 6 flavors 两个装
4 bao box 6 flavors 四个装
Quick Market Pouch 蒸汽袋
便便利利店零售 Display case 展⽰示盒
Merchandise T-Shirt T恤
周边 Hats 帽⼦子
Taobao 淘宝 Mobile site ⼿手机端⻚页⾯面
Thanks
谢谢！