Rebranding Baree Bakee Bakery Packaging to Structured Packaging (to Study Structure Packaging)

Choo, Yen Fei (2020) Rebranding Baree Bakee Bakery Packaging to Structured Packaging (to Study Structure Packaging). Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Product packaging refers to products used to contain, protect, transport, distribute, store, identify and distinguish products. From a business view, the purpose of packaging design is to achieve advertising goals by communicating with customers to generate sales. Other than that, the topic of this proposal is rebranding Baree Bakee's packaging design to structured design. Baree Bakee is an online bakery store that mainly sells Japanese dessert, for example Daifuku. Daifuku (literally "Great Luck") is a small round glutinous rice cake with sweet filling, usually made into sweet red bean paste or fruit. Next, the reason for rebranding Baree Bakee's packaging design to structured design is because Baree Bakee's current packaging design contains three main serious problems. Which is poor quality packaging, plastic packaging and lack of protection packaging. Moreover, the objective of the proposal is to analyze the structural packaging and its improvement on packaging aesthetic and the factors of structural packaging design in consumer purchasing behavior. Besides that, the target audience of Baree Bakee products will be the youngsters which have high activity on social media and community. They are between 20 and 25 years old, regardless of gender and location in Malaysia. The reason for choosing them is because most of Baree Bakee's customer base is in this age group.