DESIGN AND DEVELOPMENT SOUVENIR SNACK PACKAGING DESIGN FOR GENERATION Y: A CASE STUDY OF KOI KEI BAKERY

Abstract

This study aims to analyze the Koi Kei Bakery souvenir snack packaging; to study the satisfaction and demand of Generation Y regarding Koi Kei Bakery souvenir snack packaging; and to develop and design new style of souvenir snack packaging that meets the preferences of Gen Y consumers for Koi Kei Bakery. A mixed-methods approach was used, combining quantitative surveys of 400 Gen Y consumers and expert interviews to identify design shortcomings and suggest improvements. The analysis revealed significant gaps compared to competitors like Yeng Kee and Choi Heong Yuen, particularly in blending traditional and contemporary design elements and using color for brand recognition. Survey results showed satisfaction with materials but indicated neutrality regarding color, shape, and font size as factors influencing purchasing decisions. Expert interviews suggested more vibrant, eco-friendly, and modern designs, with improvements in color, material, and font styles. Based on these findings, new packaging designs were developed to better align with Gen Y expectations and enhance brand identity.This study highlights the need for Koi Kei Bakery to update its packaging to better appeal to Generation Y consumers. Current packaging fails to integrate modern and traditional elements and lacks brand differentiation. Consumer feedback and expert insights provide opportunities to improve color, shape, material, font styles, and printed information. The new packaging designs offer a more modern, eco-friendly, and visually appealing approach, strengthening Koi Kei Bakery's market position.

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