소비자 중심의 디자인 전략을 통한 패키지디자인 개발 성공사례 연구 - 롯데제과 ‘본젤라또’ 패키지디자인 리뉴얼 사례를 중심으로 -

Abstract

This research explains the case of Lotte Confectionery Buon Gelato ice cream’s package design renewal, executed by design company, with the author as the producing manager. The aim of the research was to understand the ‘importance of consumer centered design strategy’. Especially, we wanted to explore the progress of this case, with special attention to design strategy. In renewing the package design, we meticulously analyzed the benefits which consumers wanted from Buon Gelato, and established the slogan of “The finished work of good gelato” and ‘image of ice cream like traditional Italian gelato’ as the design motif. The design was progressed focusing on supplementing the weaknesses and enhancing the strengths of Buon Gelato before the renewal. Finally, we were able to understand that the Buon Gelato package design after the renewal was perceived as much more excellent premium ice cream by the consumers compared to before the renewal and that it was forming a special value. Such consumer preference results led to continuous sales, and eventually overcame Häagen-Dazs which secured the No.1 spot in domestic premium ice cream market for over 20 years, and this is the proof that this project was successful. This case study, while not considering very many aspects too meticulously, was able to understand the importance of design strategy centered on consumers and the importance of carrying it out. We hope that many other companies can work hard to achieve a successful package design for a great competitive edge in the market.