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Food Packaging Design for Dalezz’s
Baked Snack Range in Indonesia

Branding

Packaging Design

Solutions

A promotional banner layout showcasing Dalezz Choco-Pie, French Soft Bun, and Custart Pie boxes.

{ Project Overview }

We developed exploratory packaging concepts for Dali Foods, reimagining its baked snack range with a more contemporary and market-conscious visual direction.

The work covered products such as French Soft Bun, Custartt, and Choco-Pie, demonstrating how each range could achieve stronger shelf presence through improved colour, typography, product imagery, and layout. The objective was to make each product feel more appealing while creating a more cohesive brand expression across the range.

Each concept captured a distinct product experience, from the soft comfort of French Soft Bun to the rich indulgence of Custartt and the playful familiarity of Choco-Pie. Together, the directions aimed to enhance appetite appeal, improve visibility, and build a stronger consumer connection at first glance.

Grocery store shelves stocked with various packaged snacks, treats, and food products.

{ Creative Challenge }

Creating a Distinctive Mass-Market Packaging System in a Crowded Snack Category

01
Dalezz needed packaging that could stand out in Indonesia’s crowded snack market while feeling locally relevant, clearly communicated, and more international
02
The brand entered competitive categories where familiar colours, bold naming, and indulgent imagery were already common, making differentiation challenging
03
The packaging needed to feel cohesive across French Soft Bun, Custartt Pie, and Choco Pie, while allowing each product to show its own character
04
The design had to balance mass-market familiarity with stronger positioning, avoiding both a generic look and overly common category cues

{ The Solution }

Developing a Concept Led Packaging System for Stronger Shelf Presence and Brand Recognition

Creativeans developed a concept-led glocalisation approach for Dalezz, balancing local familiarity with stronger shelf impact and a more polished international image.
Grounded in competitor analysis and perceptual mapping, the exploration identified market whitespace and translated it into differentiated packaging directions.
Across the range, the concepts strengthened Dalezz through clearer product naming, stronger brand visibility, appetising visuals, flavour emphasis, and trust-building quality cues.

A person walking down the snack aisle of a retail store browsing shelves.

{ THE DIFFERENCE }

Three large plastic bags of Daliyuan snack products, including custard sponge cake, chocolate pie, and soft French bread, displayed against a light gray background.

A product display featuring packaged Dalezz snacks, including a blue pack of French Soft Bun, a large yellow box of Custart Pie, and a red box of Choco-Pie on a neutral surface.

{ BEFORE }{ AFTER }

{ Packaging Design }

We developed a research-led packaging direction for Dalezz, positioning the brand as a confident and approachable mass-market snack range.

The approach began by mapping the competitive landscape to understand how each product category behaves on shelf. From there, the concepts were shaped to keep Dalezz easy to recognise, while elevating the range beyond a typical low-cost bakery look.

Through bold brand visibility, clear product hierarchy, appetising imagery, and cleaner layouts, the chosen direction creates a more polished and credible retail presence. Each product has its own personality, but together they form a consistent Dalezz brand world that feels familiar, relevant, and shelf-ready.

A box of Dalezz Custart Pie featuring an image of the sponge cake filled with custard cream.

A curated mood board featuring warm-toned images of croissants, coffee, and pastries.

An information hierarchy diagram illustrating product branding, imagery, product type, claims, and product information

Design documents and layout guidelines for Dalezz product packaging next to a packaged pie box.

Drag

An overhead product shot of Dalezz Custart Pie, French Soft Bun, and Choco-Pie boxes and wrappers.

A pair of hands kneading dough next to packaged Dalezz French Soft Bun products and baking ingredients.

A woman winking while holding a bitten chocolate-coated pie and a box of Dalezz Choco-Pie.

What excited us about the Dalezz project was the opportunity to make everyday baked snacks feel more distinctive, appealing, and shelf-ready in a highly competitive market. We took a glocalised approach to ensure the packaging felt relevant to local consumers while projecting a more polished, international sense of quality. For us, it was about using thoughtful design to strengthen perception, build connection, and give the brand a clearer identity

Kimming Yap

Managing Director, Creativeans

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Food Packaging Design for Dalezz’s
Baked Snack Range in Indonesia

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But Is It Working?