美味诱人的食品包装设计，谁看了不馋一口
顶尖包装编辑 id:djbz100图片来源：网络
随着人们消费水平和生活方式的改变
首先在饮食方面就越来越有自己的想法和要求
而一些常见的零食等食品包装
也都在设计上玩出了花
希望以更有趣、丰富、多元的形象
吸引年轻消费者注意
比如以下这些
↓↓↓
林家铺子 午餐肉系列
via：焙客设计（总监微信 fenlie123）
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b9e47b0136434d8da799eb0f3f7d320d~tplv-tt-large.image?x-expires=1990058458&x-signature=5YCJSLEXO9Jy9rzU7wLtvoqcPLo%3D
先来看像午餐肉这类的方便食品
都在逐渐摆脱单一的使用场景
而不同于传统的“红蓝白”的午餐肉包装形象
已有25年历史的国货罐头品牌--林家铺子
在午餐肉的包装设计上加入了更多新鲜、趣味的元素
赋予用户更多元的产品体验
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3b546d4b8c9e4478a9d29281292911ab~tplv-tt-large.image?x-expires=1990058458&x-signature=jQMbnMpu%2BxnCp062GSbznEvTorE%3D
可以看到，外观采用了流行的国潮风格设计
并融入版画风格的阴影处理
配合透铁印刷工艺
进而提升整个产品包装的视觉质感
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3664fd2fea834fa7bbe61ac4afedd245~tplv-tt-large.image?x-expires=1990058458&x-signature=DyH9NXTGMMwCvzd8MZYXZIC2XbE%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6d405d8d1555492aabcfafda2b3a8310~tplv-tt-large.image?x-expires=1990058458&x-signature=GWhs%2BaNncKsK8YrnBXgjnewBTC8%3D
考虑到午餐肉的成分制作
包装上选用小猪、小牛作为品牌icon
其中小猪吐舌头的画面讨喜可爱
配合高饱和度的色彩运用
体现了午餐肉大块肥美、令人馋嘴的卖点
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/29afb4518a624d5189595a5d9888080d~tplv-tt-large.image?x-expires=1990058458&x-signature=7hwY9H6QjXfoovBhRe2B9V4KeVg%3D
此外，猪猪形象被放置在
品牌传统的灯笼轮廓中
背景采用放射线条进行装饰，突出中心
强调了品牌调性之余
又演绎了全新的包装形象
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4dc04484da5a420d92842b0df66a8ebb~tplv-tt-large.image?x-expires=1990058458&x-signature=c8QklGvyP4e4uOSohSS%2BcBlzY5g%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bc50bfefa94e4b9aabb1fccf1af0076a~tplv-tt-large.image?x-expires=1990058458&x-signature=FMSTkjNfegkTBbjGkWw%2Fc2wCtwM%3D
再来看下每款午餐肉的设计细节
极具年代感的版式设计
复古而又不失现代潮感
▽
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8c095943956643b3b6ffadbb098f5ee5~tplv-tt-large.image?x-expires=1990058458&x-signature=3IpU80BgWe4JsTtaiusYtiGf4bc%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e47afa19c3b640e6bff96ce12e08bf73~tplv-tt-large.image?x-expires=1990058458&x-signature=dTKQG7EPq7yrkS%2FGPnDzBqQMkWY%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/55784a7ef682484a8b4289c2faf41aa7~tplv-tt-large.image?x-expires=1990058458&x-signature=%2F7vtDtD0An0Y%2F5vmfKyTZePXzJg%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/555c3f7c41d549ca9ee2b8f6e2c068dd~tplv-tt-large.image?x-expires=1990058458&x-signature=lFd4ULwV2neyqktqjDEn5SrIEy4%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9b4f34ff0c3546008d831c265eb66c7d~tplv-tt-large.image?x-expires=1990058458&x-signature=Pmxntx9ZC39X6G5zSPJGERRKzQI%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4f23824713944d4f90c481afb2b0342a~tplv-tt-large.image?x-expires=1990058458&x-signature=VaI2Bs4CO5psdPCkiql6G088kXM%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/207b8b944a7c4a3ba3daadde430a07de~tplv-tt-large.image?x-expires=1990058458&x-signature=jwVyWBVIsWK%2BFIy4ydoOV6IsyPs%3D
延展设计
▽
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9d8f4a45db9549f1b5ed53808f052968~tplv-tt-large.image?x-expires=1990058458&x-signature=Q3AHWEPB79LftBcagmVdxHunl24%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/df864f332e5d43f0bc26266c23dd4670~tplv-tt-large.image?x-expires=1990058458&x-signature=pTtMok%2FXtxlZTcYinlXIXWPFfsU%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f5446c1e8dbc4d7eaab328eae50b3d90~tplv-tt-large.image?x-expires=1990058458&x-signature=vDuHi188S9595rZ%2B%2BmZ3rwOewQY%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/81a40ac55d7a429b927611e42c7c8828~tplv-tt-large.image?x-expires=1990058458&x-signature=wOyIb%2FPSMM8mzrXU5BeuKXrzqzw%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/58f26e6ab9034714b809484734825a9c~tplv-tt-large.image?x-expires=1990058458&x-signature=kNo1ROYiQHMK2EliA3qXMPdO27w%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/dcb1066b3a774b9ebbd7bc0c6446c5dd~tplv-tt-large.image?x-expires=1990058458&x-signature=gdIH602i%2BoDl6TkNSFApk4G8FHs%3D
森林の故事曲奇饼干
via：胡晓波设计
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/94b790b498a945b2af15aaa60477f954~tplv-tt-large.image?x-expires=1990058458&x-signature=ME3irXqLkmpiAtdcaFSfxk3wFLw%3D
接着来看一个
崭新的巧克力曲奇品牌--森林の故事
品牌将曲奇作为一根纽带
致力于给消费者带来美味、健康和高质的享受
传达温暖的问候和深切的关怀
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1a6ee420037a4108aad1b89a27aa0b30~tplv-tt-large.image?x-expires=1990058458&x-signature=vJq856FuqrQJgKw2V97iffQWREA%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0181cfe446254954aae2aed375aa7917~tplv-tt-large.image?x-expires=1990058458&x-signature=tjaUjmPkb1S5VmqOql%2BBJV8LInQ%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b8c0911647bb43b5ba54799c9bd173cc~tplv-tt-large.image?x-expires=1990058458&x-signature=%2Fq3MqGIMXGz5gqlxe3qk1Uw8Gmk%3D
围绕温暖、美味、童趣的基调
动物们欢聚一堂
开起了专属它们的森林游玩会
呼应品名森林の故事
在这里，你可以尽情释放天性
与森林里的动物们品尝美食、享受愉快！
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/40d57870b5c64800ac9a8b69596439a6~tplv-tt-large.image?x-expires=1990058458&x-signature=rbOlu794S%2FHIKRtrgI4d0M7yb8Q%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/729168d91abc4a92960716d05bb533b5~tplv-tt-large.image?x-expires=1990058458&x-signature=9p6Hf1bm0Z6Dr0kIdhgz8%2Bs7rhU%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/dd830a3646b14fb99312aa5faa58d002~tplv-tt-large.image?x-expires=1990058458&x-signature=3QQ77GbjhJzmlrgQaljUv7j9Gh0%3D
运用到包装上
动物们都有代表自己的口味饼干
暖色系的手绘插画
描绘了猴子、狮子、狐狸等的表演场景
画面轻松欢快，充满想象
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0ef8dcd86f9b44b495bc78d99beba73b~tplv-tt-large.image?x-expires=1990058458&x-signature=GEXMEW6fTeN7KiHcLdNQiVjjPhw%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/19186838458c4308af945ee917b63b70~tplv-tt-large.image?x-expires=1990058458&x-signature=asrAs3hmMcfxhxJpgpQcMA44Kwc%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a77e21f8fbaa4cdf92a08c94a9d0e38e~tplv-tt-large.image?x-expires=1990058458&x-signature=C%2BBr4yQllW1EZCCM1MetO19CNj0%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/5ccc214cc1fc4b8299e4dc78d57b298a~tplv-tt-large.image?x-expires=1990058458&x-signature=2n%2FZ8%2FponyOj8DjTJ9eO502Zxb8%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8cbc0fb21e34429a8db1a5d5d2546d89~tplv-tt-large.image?x-expires=1990058458&x-signature=5dq7%2BVuzmrSxKeaRIp2yNn2Q10w%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/554cfa4761e548afa9352a55aee737a5~tplv-tt-large.image?x-expires=1990058458&x-signature=5IEU0MQPOH4OHgVb0C9VLEacNoE%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8993ba11ebd34e8fbbad0f8a2684f232~tplv-tt-large.image?x-expires=1990058458&x-signature=17G29KWitDw13SBrWvyH%2BaLwW5w%3D
像海盐芝士味系列
狮子以海边的小螺号作为乐器
给大家吹上一曲
此外还可将芝士与狮子的外观颜色进行联想
让消费者对产品有更趣味的想象
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/069d8487b1e14aeba77597060fcb3528~tplv-tt-large.image?x-expires=1990058458&x-signature=pJyT88ZqmxfHXZdvbCTBO%2F7GSuo%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4566b19019054e2f86c3cf05272e1080~tplv-tt-large.image?x-expires=1990058458&x-signature=3h7m4XNayNhMr8pEnaQj4bT0P%2FI%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/9ca5288c42874e45865f7044dbeffbe9~tplv-tt-large.image?x-expires=1990058458&x-signature=zszttFphQIhZ60XwpAHuBLQuP8g%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d65c353420f94b2996195c90de253556~tplv-tt-large.image?x-expires=1990058458&x-signature=4kpHwvUDaYs3znE7WUzHvTfUooE%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8a0743e079ca4dc38dff981d9053e221~tplv-tt-large.image?x-expires=1990058458&x-signature=5iotB1eF36i2B2afOOH1BNltBxE%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b551418bd5a143a0bacd978ea5f2f6af~tplv-tt-large.image?x-expires=1990058458&x-signature=t%2FNwg5h26pMnCffOlFWR87hLFy4%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ad7db2a6a6924e22ae39ab0dee1c5a7f~tplv-tt-large.image?x-expires=1990058458&x-signature=Am0BqOx6kuR8myiUCu6HJKeA9HM%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1b795e621299439ea6596b5bf2cdae4c~tplv-tt-large.image?x-expires=1990058458&x-signature=SNJsNKOA06qGCEc58xKnE%2BsHLyQ%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b9cd5dd606ba40039f0b1b7ae1b64e19~tplv-tt-large.image?x-expires=1990058458&x-signature=wkYgCJovaPQjhV5zT5yJflPcMvA%3D
而大礼盒的设计
则以温暖、明亮的黄色系为主色调
封面没有过多的装饰元素
与内盒丰富的插画内容形成反差
营造视觉跳跃性，制造惊喜
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0e3fb8f5712c48da80dd10a125f06229~tplv-tt-large.image?x-expires=1990058458&x-signature=ER7TVzkegzWaA90bPbc3R2gZOiU%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1cd07a10e012481e99627ad374357216~tplv-tt-large.image?x-expires=1990058458&x-signature=FIi0aWX0rfs2KMVuP5hxUvmfLhc%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3069d37eda1a45ff89ea08a2e303e899~tplv-tt-large.image?x-expires=1990058458&x-signature=o7a5r6E8J13WGXz8ayd4JKuPSgM%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b2443e66d2f7485f9effc805252ca18a~tplv-tt-large.image?x-expires=1990058458&x-signature=V%2Bz1ExlBEDm32iXHQE2cy5hcwDY%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/bdd2005a1b5b458abfce37f4330fa412~tplv-tt-large.image?x-expires=1990058458&x-signature=JQWut6mmNtwl0s7ni6SXRw%2FuS%2Fk%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2ed02eee5a9b47e68ece2c454e10190e~tplv-tt-large.image?x-expires=1990058458&x-signature=C84EtKk2XTlTAXDHuFHFLBEQApg%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/74c67965c6354bf1960e51455f181427~tplv-tt-large.image?x-expires=1990058458&x-signature=74aES0ChUXDfphFfeLAYVd5VMlQ%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4f5dc6046a524848835efa9725a8e84d~tplv-tt-large.image?x-expires=1990058458&x-signature=KlPdNR17PfHe1TT2VNsuUuioDj4%3D
https://p6-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0346317495d64588b5752f6fd2f3ab3d~tplv-tt-large.image?x-expires=1990058458&x-signature=dWHb8l7i9CqxSc61F%2FthGsIRVsU%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b66ebfcb63d64cb783ebb33af4f8e1d0~tplv-tt-large.image?x-expires=1990058458&x-signature=W09creV32BPihn%2F9SfkF97D4S7k%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a08cea4094e643fc8e254d84ee4b736b~tplv-tt-large.image?x-expires=1990058458&x-signature=zsM%2FKJXQ%2FCn5iXDlG1WGv9HPWkM%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0aeb89d50b66419ea4ed3972f1de2a89~tplv-tt-large.image?x-expires=1990058458&x-signature=yj%2FRX4fCOWyb2WagHwMcP3H4krE%3D
东更道糕点
via：三木1989（三欧创作团队）
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d55eb0f172dd48649b4bdccece580a8b~tplv-tt-large.image?x-expires=1990058458&x-signature=tjsDcWr5qJAatv%2BMhjTZ0KHXutQ%3D
近来越来越火爆的点心局
除了虎头局、泸溪河等人气饼家
最后这家以济南老街巷命名的中式糕点--
百年老字号【东更道】
连做点心的手艺也融合了老济南的古远韵味
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d8f4adce8d3644a3ba7da759765f6d89~tplv-tt-large.image?x-expires=1990058458&x-signature=%2BfkhwXDEj%2F1pUi4IvcAlN5JkD1g%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0104bbbbed104b21a3ad9a186b0cd177~tplv-tt-large.image?x-expires=1990058458&x-signature=iuNiT9HndgfCa3btDSKw1F9vlRM%3D
高饱和度撞色搭配的礼盒包装
封面参考了老电视机的造型进行排版布局
将产品名置于封面左侧，便于识别
右侧大面积铺设了老济南不同时代下的风光美景
骑自行车的小哥正捧着东更道的糕点
侧面烘托产品的美味、诱人
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/4b49ef8b1cfe4b1485f36aa7b70a8008~tplv-tt-large.image?x-expires=1990058459&x-signature=HoTEW2uQeXQORNU%2BEpmAZClwW48%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a79582bdd4ab4ef1b47816e4ba6198f9~tplv-tt-large.image?x-expires=1990058459&x-signature=Sx7DmxxgWpk%2Bh81CONTHIUXem2g%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/740946f40adb44c7b2cb1a48f33c1377~tplv-tt-large.image?x-expires=1990058459&x-signature=bn8r1h7YhslL%2Bja3tQkDAku228I%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2a2206629c304f90ba39b51d968c8ab2~tplv-tt-large.image?x-expires=1990058459&x-signature=w7hNPqVFfWt2a%2F%2F%2F8RL7hHz%2FysY%3D
具体的糕点包装
则选择了透明材质进行打包
主题插画封套简单点缀
消费者可直观看到产品的状态
也能一睹老济南的美~
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3a2d43309bf64688bc04e3f523c1ccbe~tplv-tt-large.image?x-expires=1990058459&x-signature=lYnWIR0KJJU9Jo5lNE566iDqqQw%3D
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https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6e978de0744f454db203fdc14865addd~tplv-tt-large.image?x-expires=1990058459&x-signature=zgXfa5bTOn1cAOHBH8hEY9YUpoA%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e9ecc211a3494fa092103aefd5dd8412~tplv-tt-large.image?x-expires=1990058459&x-signature=QRReeUuJnSWrNPfB7NpBzMMs5sI%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d93f8982934642c294483887c04747d2~tplv-tt-large.image?x-expires=1990058459&x-signature=yL9T7S5%2Fa9duOfoLFFOZtMJvGyQ%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3b8152988e444210a68f81e48a04e13f~tplv-tt-large.image?x-expires=1990058459&x-signature=sYFwulCnoPCkcQRhxZHPX1Ao3p0%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/5db6308d041a4538a61b24f480500f0e~tplv-tt-large.image?x-expires=1990058459&x-signature=ZYFyAlMfRtc7cbKz0X%2BnnPutufE%3D
https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/130f918ca8674014a6c016579c595a64~tplv-tt-large.image?x-expires=1990058459&x-signature=S%2FcL%2BI7%2BIeXRQ4fpHVDyPdSZrP4%3D
看完以上的食品包装
最让包兄印象深刻的就是
林家铺子的午餐肉系列
通过对国潮风格的再运用
结合高饱和度的、刺激人们食欲的撞色搭配
表现出与传统午餐肉截然不同的形象
同时又贴合了品牌调性
很好地平衡了方便食品这一品类
与年轻、清新风格的平衡
而在食品包装设计中
饱满明亮的色彩
是传递产品美味的一个关键点
至于要如何在此基础上继续脱颖而出
建立品牌自身的产品优势
是需要思考的方向~
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