I Enjoy is a natural health food brand, focusing on supplying diverse konjac dietary fibre dessert as a staple food or snack foods. It is a new product for the market. The high-fibre food characteristics such as detoxification, weight control and convenience dispel customers’ worries about a high calorie dessert. Nexty was approached to provide brand design and packaging design services for I Enjoy.

The product packaging was designed to correspond with various marketing strategies and to meet the demands of multiple customer groups. For example, the retail product packaging adopted the illustrated packaging style, while the direct sales product took the minimalist packaging style. The illustrated botanic and plants on the retail packaging emphasised the food resources while highlighting the natural and healthy product features.

The delicate rectangle outlines of the brand logo and promoted the brand unity and recognition across a range of the product lines. In addition, the minimalist design of direct sales products created a functional, high technological yet healthy brand quality. The multiple packaging design methods not only meet the popular packaging design trend, but also cater to the expectations of customers towards direct sales.