브랜드 인지도 제고를 위한 차별화된 패키지 디자인 리뉴얼 연구 - 중국 ‘챠챠(洽洽)’ 견과 브랜드를 중심으로 -

초록

As China’s national income rises, leisure food consumpti on is becoming more premium. competition in the nut ma rket is intensifying. In this context, the existing packagin g design of the Chinese nut brand ChaCha appears to req uire stronger visual differentiation from competing brand s. This study aims to propose a renewed packaging direc tion for ChaCha and identify a final design through consu mer preference evaluation. The study examined represent ative products of the top eight Chinese nut brands in the 2025 sales ranking published by China Brand Network. R esearch methods included literature review, case analysis, focus interviews, SWOT analysis, sketch development, a nd consumer surveys. The researcher created 12 rough s ketches using Procreate, selected three proposals through a preference survey of 142 Chinese consumers, refined th e color and layout, and used AI as a supportive tool to enhance contrast and three dimensional expression in the final design. A total of 172 valid responses were collected through Wenjuanxing. The existing package and three pr oposals were compared in terms of differentiation, aesthe tics, memorability, relevance, and purchase intention. Pro posal 1 showed the highest mean score of 4.25, compared with 3.09 for the existing package. The findings suggest that differentiated form, graphics, color, and typography can improve recognizability and consumer preference.

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