High Epic
Ready-to-eat hotpot for Gen Z
Culturally relevant CPG product design with sustainability focus. From consumer insights to packaging design to go-to-market strategy.
Challenge
Create a culturally authentic ready-to-eat hotpot product that appeals to Gen Z values while maintaining sustainability commitments.
Outcome
Complete product concept with sustainability-focused packaging and go-to-market strategy.
My Role
Consumer Research, Brand Strategy, Packaging Direction
Consumer Insights
Gen Z consumers seek authenticity in cultural products while expecting environmental responsibility. Research revealed tension between convenience and sustainability, they want both, without compromise.
Product Development
Collaborated on formulation that balances authentic flavor profiles with ready-to-eat convenience. Key innovation: modular packaging that allows customization of spice levels and ingredient combinations.
Sustainable Packaging
Designed packaging system that minimizes plastic while maintaining product integrity. Recyclable trays, compostable sachets, and clear disposal instructions address Gen Z environmental concerns.
Brand Positioning
Positioned as "cultural comfort food meets modern values." Marketing strategy emphasizes authenticity, sustainability, and social sharing, key Gen Z purchase drivers.
Reflection
Balancing cultural authenticity with innovation requires deep understanding of what makes a tradition meaningful versus merely familiar. Sustainability can't be an afterthought, it must be designed into the product from the start.
Key Learnings
- 1Cultural products require balancing tradition with evolution
- 2Gen Z sees sustainability as baseline, not differentiator
- 3Packaging is a primary communication channel for CPG