Super Leg: A Playful and Unique Snack Packaging Design

Combining Three Squirrels' Iconic Mascot with Innovative Packaging

Three Squirrels, a popular Chinese snack brand, is known for its distinctive packaging featuring a playful squirrel image. When tasked with designing the packaging for the Super Leg series, Chen Wang aimed to create a design that not only incorporated the brand's mascot but also stood out among similar products on the shelf.

The inspiration for Super Leg came from a memorable scene in the "Cat and Mouse" cartoon. In this scene, the mouse steals a piece of cheese and is caught by the cat. In the packaging design, a squirrel named Xiaojian is depicted lying on a giant chicken drumstick, blissfully enjoying the food. However, unexpectedly, Xiaojian's clothes get caught on the shelves. The torn part of the chicken leg serves as a window, allowing consumers to catch a glimpse of the delicious meat inside.

What sets Super Leg apart from other snack packaging designs is its clever integration of the brand's mascot with the product itself. By incorporating the squirrel character into the design, Three Squirrels creates a strong brand identity and establishes a connection with consumers. The torn chicken leg window adds an element of surprise and intrigue, enticing customers to explore the contents of the package.

Super Leg's innovative and playful design has garnered recognition in the design community. It was awarded the prestigious Iron A' Design Award in the Packaging Design category in 2021. This award recognizes the design's practicality, innovation, and adherence to professional and industrial standards. Super Leg stands as a testament to the designer's ability to create packaging that not only meets functional requirements but also evokes positive emotions and contributes to a better world.

With its unique combination of creativity, functionality, and brand integration, Super Leg sets a new standard for snack packaging design. It captures the essence of Three Squirrels' mascot while standing out among its competitors on store shelves. Chen Wang's innovative approach to packaging design has undoubtedly left a lasting impression on both consumers and the design community.