Packaging Design

Paseo New Packaging

Paseo Tissue

Problem

This project was eight years ago. The "on-the-go" tissue format was initially a top-selling packaging format, appealing particularly to college students, young professionals, and individuals with mobile lifestyles. However, a competitor introduced a Japanese cartoon-style layout that quickly dominated the market. To stand out in this competitive category and capture a larger share, PASEO needed to innovate and offer an appealing, distinctive packaging design.
Paseo Old Packaging

On Trends at the moment

01

K-pop and Korean culture were experiencing a significant surge in Indonesia, influencing various aspects of daily life—even consumer preferences.

02

Zepeto, a popular social networking platform known for its 3D avatars, was gaining significant traction. Additionally, the trend of selfies and distinctive photo poses, such as covering one eye with a flower, was prevalent among the younger demographic.

Solution

Recognizing this trend, we sought to leverage the cultural wave to enhance its packaging design and establish a unique market presence.
Paseo's K-POP Cultural Integration Packaging Dieline Paseo's K-POP Cultural Integration Packaging Paseo's K-POP Cultural Integration Proposed Concept and Mood Board

The proposed concept involved aligning PASEO Tissue's packaging with popular Korean idols and integrating modern digital trends. The idea was to appeal directly to the target market by tapping into their enthusiasm for Korean pop culture.

Approach

01

K-POP
Cultural
Integration
Jennie from Blackpink:

Symbolized durability and strength, appealing to users who value robust products.

IU (Lee Ji-eun):

Represented the purity and casual charm of virgin pulp, resonating with those who prefer high-quality, natural products.

Eunha from Gfriend:

Embodied dependability and practicality, aligning with the needs of users who prioritize functional and reliable products.

Strategy:

We decided to leverage this K-POP phenomenon to enhance its packaging design. We created a unique packaging layout inspired by three popular Korean idols, each representing a different aspect of PASEO Tissue's unique selling propositions (USP):

Paseo's Digital and Trend-Based Innovation Packaging Variant 1 Dieline Paseo's Digital and Trend-Based Innovation Proposed Concept and Mood Board
Paseo's Digital and Trend-Based Innovation Packaging Variant 2 Paseo's Digital and Trend-Based Innovation Packaging Variant 3
Paseo's Digital and Trend-Based Innovation Packaging Variant 1

Approach

Digital and
Trend-Based
Innovation

02
Strategy:

PASEO integrated its USP with modern digital and design trends to create a fresh and engaging packaging concept:

Zepeto Style Illustrations:

We used 3D character illustrations reminiscent of Zepeto avatars to appeal to tech-savvy users and create a visually striking design.

Selfie Gesture Motif:

Incorporated the trendy flower-eye selfie pose into the packaging design, making it visually appealing and relevant to the target audience's interests.

Chat Interface Design:

Featured PASEO Tissue's USP in a chat interface format, providing a unique and interactive experience that mirrored popular digital communication styles.

Outcome &
Challenges

Despite the strong alignment with cultural trends and modern design, the project faced significant challenges:

Client Resistance

The proposed concept was ultimately declined by clients who were not yet familiar with the K-pop trend. At the time, the concept's relevance was not fully appreciated, and the idea was ahead of its time.

Delayed Implementation

The concept was not implemented during the peak of the K-pop wave. Instead, it was adopted much later—eight years after—when the initial hype had started to fade.

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