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PEPERO Limited Edition / Food packaging

PEPERO Limited Edition
PEPERO Limited Edition

Discipline: Packaging

Discipline: Packaging

PEPERO are stick-shaped biscuits that are given as gifts in South Korea on November 11, meanwhile now considered National PEPERO Day. This limited edition features the friends of PEPERO, different biscuit shapes and flavors, each with its own personality. The packaging depicts the array of Pepero characters in various poses, their faces framed and captioned with a hashtag. One package side mentions PEPERO DAY, "11/11" and transforms the stick biscuits into birthday cake candles. The characters are also an example of a consumer trend in Korea called "Proxy Emotion," where emojis are used as a substitute for expressing one's emotions to others.

  • DATE OF LAUNCH 2019

  • DEVELOPMENT TIME up to 12 months

  • TARGET REGIONS Asia

  • TARGET GROUPS Consumer / User

Client / Manufacturer

Lotte Confectionery Co., Ltd.

LOTTE Confectionery Co., Ltd.
Seoul, South Korea

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Design

Lotte Confectionery Co., Ltd.

LOTTE Confectionery Co., Ltd.
Seoul, South Korea

Chief Creative Officer Sung Woo Bae, Creative Direction Hye Won Jeong, Art Direction Sang Ho Lee

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Design

Delpic Design Studio

Delpic Design Studio
Seoul, South Korea

Creative Direction Young Shik Byun, Creative Direction O Hwan Kwon