The plastic wrap is the dominant storage option for fresh products in the kitchen. As the stay-at-home mums pull along the width of the plastic wrap, every inch of plastic extended represents an extension in the length of the preservation of food.
BENKAI has long been selling all kinds of plastic wraps, ranging from factory-use, businesses, households and even customized specifications.However, the BENKAI brand recognition is still relatively old fashion and lacks differentiation. The website layout remains antique, the message conveyed by the visuals jumbled and convoluted, the overall tone dull, and flow of text lacking.
Therefore, through the optimization of the entire brand identity, the goal is to reimagine the traditional image of the plastic film, that of a fresh, transparent and bright product, while at the same time retaining the company’s black and yellow colors.
Taking into account the visual concept of the plastic wrap, the brand name uses the letter “B” as its logo’s main recognition, making it distinctive and representative.
Each picture’s texture and style have great impact on the visual design of the website. Therefore, the first step of the photography plan is to break free from the traditional image of the plastic wrap being distant and cold, but rather employing a home-like atmosphere of warmth as the main appeal. In terms of the actual implementation of the plan, we rented kitchen space with Italian kitchenware, using creative lighting, props, scenery and food to give the website a more close-to-home feel, connecting the plastic wrap to everyday life.
The entire website uses white as the base color, using a fresh yellow to enhance the brand concept. The overall design is accompanied by monochrome hand-painted illustrations, representing the wide scope of the applications for a variety of situations, giving an overall bright and clean look, just as the plastic wrap keeps the food clean and fresh.