Country

中国(China)

Official website

http://www.baixiangfood.com/

Images

Brand Name

HOFEPLANTS

Designer Name

Design Director：FanXuan；Design Manager:LinGuang；Designer:JuFang、LuRong、QianZheng

Position of Designer

Design Director：FanXuan；Design Manager:LinGuang；Designer:JuFang、LuRong、QianZheng

Target Group

High line market, people who pay attention to health and have quality pursuit for brand style in addition to the function of the product itself

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

奢侈品 Luxury

Design Story

The brand positioning received by the designer is a high-end, green, light raised health food brand with buckwheat as the main raw material. The product line is relatively rich, and takes the high-end crowd as the starting point to cover the medium and high-end consumers. The brand image takes the word "Zhi" from the brand name of "plant treasure" as the basis of logo, identifies and combines the graphics with the graphic intention of "green leaves", integrates the thinking of new Chinese style and Zen, and creates a simple, unique, fresh and aesthetic brand visual image. In terms of packaging design, due to the large number of product series, the packaging materials of different series are also different. On the basis of meeting the clear transmission of packaging information, the design also tries to achieve the consistency of brand style, harmony and difference.

Highlights

As a new brand in the market, we highlight the brand logo as a unified key message on the packaging of various series of products. At the same time, the packaging of the high-end product line is different from that of the conventional food packaging design. The avenue is simple, and only the brand name, product name and buckwheat content (main selling point) are retained, highlighting the brand style. At the same time, the raw pulp paper without deep dyeing is also selected in terms of material, and the coarse and natural packaging texture makes the packaging become another medium to convey the brand spirit.

Market Performance

In the first month after the product was launched, it completed more than 500000 sales in its own online sales channels and obtained more than one million intended orders from other channels

Material

纸质 Paper

Craft

Material 1: in order to highlight the brand concept of green, light maintenance and pure nature, we chose the plain and coarse texture raw pulp paper without deep dyeing. Due to the material characteristics, there are great risks in printing color rendering. After multi-party comparison and proofing experiments, we chose the Japanese imported paper with the best design performance. Material 2: in order to distinguish the instant noodle products from the instant noodle products on the market, we also considered the packaging materials. Finally, the paper plastic composite process is adopted, which not only meets the food safety requirements, but also separates them from other products, but also continues the brand spirit of the high-end series.

Does the work consider sustainability (environmentally or commercially, or both)?

Considering environmental protection, the packaging of many series of products adopts paper and paper plastic composite, which can be recycled and degraded