Shuanghui Rebrand: A Refreshing Upgrade to a National Icon

Revitalizing the Packaging of Shuanghui Wangzhongwang Ham

The popularity of Shuanghui Wangzhongwang ham in China is comparable to the popularity of Coca-Cola in the United States. With over 10 billion sales every year, it is a super symbol of the cooked ham category that has accompanied generations of youth. However, the product packaging, which had not been updated for more than 13 years, was still stuck in the 1980s. Recognizing the need for a fresh and modern look, designer Tiger Pan took on the challenge of rebranding this national icon.

Retaining the original design elements as much as possible, Tiger Pan introduced geometric graphics to enhance the transmission efficiency of the product over longer distances. The products, presented in different angles and combinations, are now represented by various types of rounded graphics. These graphics, combined with three groups of fresh and bright colors, distinguish the feelings brought by different taste products.

The new design of Shuanghui Wangzhongwang ham packaging brings a younger and more energetic image while maintaining a consistent consumer memory. The font design of the brand is curved with a 3.36-degree arc, effectively conveying the elastic properties of the product. Testing has shown that the new design is 4.6 times more attractive than the old product at the sales terminal.

How to save consumers' effort in finding their ideal product was a key challenge in this case. The distinctive symbol, bright colors, explicit layout of information, and a unified serial system of packaging help consumers recognize and pick up the products from far away. The upgraded design not only modernizes the packaging but also improves the overall consumer experience.

The Shuanghui Rebrand project lasted for two months and was designed in Shenzhen, with production taking place in Luohe, Henan. The design team, led by Tiger Pan, included creative director Tiger Pan, graphic designer Yuxuan He, graphic designer Han Wang, image editors Yuling Zhu, Chao Ma, and Sijia Liu, and technical directors Zhangkun Xie and Miaorong Lu.

This outstanding design was recognized with the Bronze A' Design Award in the Packaging Design category in 2022. The award acknowledges designs that demonstrate creativity, resourcefulness, and a commitment to improving the quality of life. The Shuanghui Rebrand not only breathes new life into a national icon but also sets a new standard for packaging design in the industry.