A&W PACKAGING REBRANDING
PROJECT / 2014
This is a total revamp of packaging design for A&W quick service restaurant. Even though A&W has a strong history, accumulating over 90 years of experience, as being one of the earliest QSR in the world and the first fast food franchise in Malaysia, they have fall very far behind its category in the current fast food market industries.
This packaging revamp acts as a marketing strategy to increase high awareness to the brand. An updated SMP of “Original Taste. Joyous Memories. Only at A&W.” is used to enhance the strengths of the company — their signature food and the hold of consumers’ childhood memories. A watercolour approach is used to illustrate the food with vibrant colours making it extra appetizing and stands out among its competitors. The overall design runs in a whimsical modern vintage approach.
The convenient takeway packaging is a collapsible design that can perfectly fit one portion of the set meal that includes a burger/coney dog, a fries and a drink. As coney dog box is much longer to be put right inside the packaging, thus there is a special die cut area to place it. It also consists a cut out to hold the drink securely.
The fries box structure is inspired by cigarette box. It is designed in such way to keep the fries from falling out easily, a die cut is included at the back to avoid causing of water vapours. On the front of the box, there is a perforation that consumers can tear out to place the sauce container.
There are two variations for the food packaging — wrapping paper version and box version. The box structure is a separated two piece design with top cover and body. The body part of the box can be opened up into a flat piece to be used as a tablemat. The paper material is grease proof paper which consumers can wipe away the dirt of the box to reuse it for other purposes.
Inspired by Hansel and Gretel’s candy house, the beary meal (kid's meal) packaging design is an illustrated house made out of A&W fast food. It is intended for kids to keep the box and reuse it as a toy house to play with.
The menu design was derived from tablecloth pattern. Pyramid napkin folding technique is used to fold
the menu, after unfolding it, it can be used as a placemat for the food.
the menu, after unfolding it, it can be used as a placemat for the food.
