Country
中国(China)
Official website
https://www.gzr.com.cn/
Company Introduction
Guangzhou Restaurant Group Co., Ltd., established in 1935, is a large-scale food manufacturing and catering service group deeply influenced by Lingnan culture with the great reputation of "the No.1 restaurant in Guangzhou", which is also the first listed catering group in Guangdong Province. Its business model is a unique "food and catering" dual main business one. The food business mainly includes mooncakes, frozen food, preserved meat, biscuits, pastries and other categories. It owns over 200 Likou Fu food retail stores, and its products are sold everywhere. Guangzhou Restaurant is committed to sustainable development and innovation by producing and selling high-quality food products at competitive prices, with the hope of meeting consumer demand for safe, fresh and delicious products.
Images
Brand Name
Guangzhou Restaurant
Designer Name
Winson
Position of Designer
Design Director
Target Group
The young people who work in first-tier or second-tier city and live alone prefer to convenient and fast lifestyle and small specification food. They seek for novelties and resonate for a specific consumption scenary.
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel; 其他销售渠道 经销商、连锁门店、餐饮门店
Positioning
大货 Mass Production
Design Story
1)Design Background: The "one-person meal" consumption scene is hot, and the "lazy" consumer group drives the "one-person economy" continue to expand. With the rise of the single economy, "one-person meal" has increasingly appeared in the consumption scene of young people today. We have launched a series of "one-person breakfast" combination products in order to satisfy the “one-person meal” economy and meet the market demand for small portions, This product create a combination of different products in the quick-frozen package for the first time. "One-person breakfast", for just one person, is just enough. 2)Design Concept: The packaging design not only needs to maintain the classic "Frozen Blue" logo of Guangzhou Restaurant Likou Fu, but also needs to expresse the product requirements of the breakfast scene at the same time. The designer uses the sunrise scene and fonts to give people a warm feeling. With the addition of the original brand "Frozen Blue" logo, it not only has the visual communication of the brand inheritance, but also enhances the appetite of consumers and maintains the selling point of the product.
Highlights
The packaging design not only needs to maintain the classic "Frozen Blue" logo of Guangzhou Restaurant Likou Fu, but also needs to expresse the product requirements of the breakfast scene at the same time. The designer uses the sunrise scene and fonts to give people a warm feeling. With the addition of the original brand "Frozen Blue" logo, it not only has the visual communication of the brand inheritance, but also enhances the appetite of consumers and maintains the selling point of the product.
Market Performance
无
Material
PET塑料 PET material
Craft
PP material. All the above processes have been widely used.
Does the design solve the problems that are common across the product category?
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What functional designs of the work have enhanced the user experience?
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Did the design help increase the sales performance of the product?
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Does the work consider sustainability (environmentally or commercially, or both)?
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