Costco Paldo Shrimp Chips
(2020)
In 2020, I worked on the "Costco Paldo shrimp chips" package design project for Costco at BNB Global in LA. Paldo is one of Korea’s leading food companies and has a close relationship with BNB Global. BNB Global holds exclusive distribution rights for Paldo’s products in the U.S. and also collaborates on planning and developing food products for export to the American market.
The Costco Paldo Shrimp Chips package design project involved redesigning the existing Paldo Shrimp Chips packaging while maintaining key design elements such as the bright orange and white background, gold wave patterns, and general layout. However, typography, illustrations, photos, and other details were modified for the new design.
Initially, a real shrimp photo was planned instead of a character illustration. However, Costco later requested the development of a shrimp character to replace the photo. After multiple rounds of feedback, the current shrimp character illustration was finalized and approved.
This was a long-term project that lasted over six months, during which Costco provided direct design feedback to BNB Global’s headquarters.
Package Digital Mockup
Outer Packaging : Front
Outer Packaging : Back
Costco Paldo Shrimp Chips - Information Card
Package Design Dimension Drawing
Outer Packaging Dimention Drawing
Inner Packaging Dimention Drawing
Shrimp Character Design Samples
After several attempts at character design, these are the five final selected concepts. In Concept A, the goal was to capture the playful, lively appearance of a shrimp with its body wiggling, while Concept B aimed to express the natural, curved shape of the shrimp. Feedback suggested that depicting too many legs, as in the original shrimp form, might cause discomfort, so it was decided to exclude all legs except for the two arms, and this feedback was incorporated into the design. Concept B-1 was ultimately selected as the final design.
Finished Product
Outer Package
Inner Package
Boxes of the Products
Products Ready for Delivery
Product Review
The Original Design of Paldo Shrimp Chips Packaging
Following the direction to maintain visual consistency with the original Paldo Shrimp Chips design while creating a unique design for Costco, the Costco version of the shrimp chip packaging was designed.
Packaging Prototype
Before the finished product packaging was produced at the factory in Korea, prototypes were manually created at full size using paper material. These prototypes were then shipped to Costco and other clients, aiding in the progress of the project.
Packaging Prototype - Front and Back
Production of Snack Content Photo
There were several attempts to find the best arrangement for the snack. Below, you’ll find the final image of the snack, along with images taken during the trial and error process.
Snack Image for Outer Packaging
Snack Image for Inner Packaging
Trial and Error Process of Snack Photo Shooting
