Problem:
Sabena, an established Indonesian snack brand, needed to reposition Biscuit Stick for a younger, Gen Z audience. The challenge was to introduce a Korean-inspired product concept while keeping the packaging approachable, exciting, and competitive on the snack shelf.
Attract Gen Z consumers
Build a Korean-inspired identity
Differentiate the flavors
Design for on-the-go consumption
Solution:
The packaging was developed around a bold Korean street-food-inspired visual direction, combining eye-catching Hangul typography with vibrant biscuit stick illustrations. Each flavor was given its own distinct color to create a clear and recognizable product range while strengthening shelf impact. The slim pouch format reinforces the product's convenient, on-the-go positioning, while the extended box packaging explores the Korean street-food aesthetic in a more expressive and playful way.
