Kartika Toast Packaging Redesign with Character Branding
Packaging & POS Materials
Kartika Sari is a legendary snack & cakes souvenir store in Bandung, Indonesia and has expanded to Kartika Toast, a brand that mostly produce toasted snacks. Now, Kartika Toast wants to expand their market for more customers in Asia by creating a new brand. In developing the look of the brand, we didn’t want to rule out the classic vibes that has built the brand, but also give a fresh look for a broader customer. The overall design including characters, are made to appeal adult but also interest younger market, through packaging, point of sales materials, and animation starting from characters to design.
Character Concept: Marchies
Initially, we began with “musical performance” as the main theme in the creation process of the characters. During the exploration stage, we got to know more about the biscuit factory in Bandung, and felt inspired by the people working there. From there, we developed the idea of music & harmony as a theme of the characters to reflect the workers.
After exploring and producing a handful of sketches, we decided on what kind of style that we wanted to use for our character; dwarf silhouette, round facial features, flat colours and minimalist body details. At this point, we were going to make them as a character set. But then we decided that it is more fitting to make a colony who loves music instead, because it is more fitting to our grand narrative.
Character Concept: Puffies
For the character of other variant of the product, Puffies, we developed the shape from the base character we already had and modify some parts of it. We imagine that if Marchies is the colony of musical creatures from the choco stick factory, then Puffies are the ones residing in a different factory producing soes snacks.
Key Visual
After the name “Marchies”, the marching band theme, and the character were selected, we continued to create a logo and key visual. There are product changes as well at this stage. Crunchy, friendly, warm, sweet; We want to visualize these sensations in the packaging Marchies.
Point of Sales Materials Design
When the packaging is finalized, deciding on the Point of Sales Material (POSM) design and visualization is quite simple. What we need to narrow down in the creative process is where do we steer people’s attention to. Because Marchies is a new product in the market, we decided to create the direction.
“The Marchies (mini little elves-like guys that are the characters) invading stores to introduce a new brand/product”
Animation
