Dutch Lady / Cheese snack Packaging

Dutch Lady is a Dutch dairy startup. It’s a subsidiary of Frieslandcampina, a top 5 global dairy company.

Dutch Lady team is developing a cheese snack product for young children in the Chinese market. I helped the R&D team to conceptualize the shape and the interaction of the kids with the product, and to develop an engaging communication for both kids and mums.

The product has been tested through 5 steps of Focus Groups and interviews to mums and kids. During these sessions different aspects have been tested: flavors, texture, products's shape/concept, interaction with the packaging (opening, eating, handling, eating), naming, key visual/storytelling.

The shape of the product reminds the traditional Chinese candy (HuLu): iconic, easy to eat and fun. I worked on the the 3D of the primary packaging and on the brand identity.

The secondary packaging expresses the foodiness and the excitement of this new product, keeping the natural feeling of a good quality snack.