Country
中国(China)
Official website
https://www.totole.com.cn
Company Introduction
Founded in 1988, Shanghai Totole food co., ltd. is one of the standard-setting companies in the industry of chicken bouillon and chicken powder in China. Adhering to the corporate mission of "Brings A More Delicious Taste to 1.3 billion Chinese", Totole has been committed to the research and promotion of umami science, driving the technological innovation of umami industry, and constantly bringing healthy and delicious new generation of condiments to consumers.
Images
Brand Name
Totole Multi-layer Xian Soup Base Seasoning
Designer Name
Kellie Johnson，Jason Huang，Xin Jin, Felix Yang
Position of Designer
Associate Creative Director，Associate Design Director，Senior Designer, FA
Target Group
a mother who pursues the quality of life，cooking newbie
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Positioning
大货 Mass Production
Design Story
As a well-loved and recognizable Chinese local brand, Totole brand new soup base range effortlessly enhances the home cooking experience. The convenience of this fun and easy to use product appeals to the needs of a younger generation who seek no hassle alternatives that simplify cooking without sacrificing taste. In Chinese the product's name is “Tāng Zhī Xiān 汤之鲜" which translates in English to “Fresh Soup” describing the key advantage of the product. Totole’s new soup base range satisfies this need whilst providing a tasty and quick solution to creating rich and flavorful soup without having to create your own base from scratch. This new generation seasoning is made using patented technology that extracts natural flavors from the finest ingredients. Slowly cooked for an authentic taste of hearty soup, the range comes in 5 flavors: Fo Tiao Qiang, truffle mushroom soup, dried scallop chicken soup, stewed beef soup, soy bean pork bone soup.
Highlights
The overall design rejuvenates the brand by offering a more youthful aesthetic different from Totole’s classic range of products. This is combined with the hearty elements of the cooking pot and wooden kitchen counter which convey that it is natural and organic. By using bold images of fresh and whole ingredients at the forefront of the design makes the pack stand out on shelves whilst clearly demonstrating the rich flavor combinations. The background color on each of the packets was selected to represent key ingredients and distinguish the different types of flavors.
Market Performance
Since the listing of the Multi-layer Xian Soup Base seasoning in October 2021 on Wal-Mart, Dingdong, e-commerce and other core channels, the market feedback has been good, and nearly 400 transactions have been achieved in the Shanghai area alone on the first day of Dingdong's listing, and the sales target of e-commerce in 2021 has reached 114%. It shows that consumers have demand and consumption power for high-end, high-quality condiments. It is expected that in mid-2022, Multi-layer Xian Soup Base will contribute more than 10 million yuan in sales to the company.
Material
纸质 Paper
Craft
Matt Varnishing, Spot UV-coating, black stamp，gold stamp
What functional designs of the work have enhanced the user experience?
The inner packets containing the soup are designed to be effortlessly easy to rip open whilst cooking. The shape of the outer box provides easy storage in supermarkets and on shelves at home. The outside of the packet shows vivid illustrations of step by step instructions and quantity information of how to prepare the soup dish to ensure perfect results. A good base of flavor is what is key to all good dishes and the Totole Fresh Soup packets provide an efficient way to ensure tasty food without hassle.
Does the work consider sustainability (environmentally or commercially, or both)?
Totole Multi-layer Xian Soup Base improves the beauty of the carton through the effect of dumb oil, local VU, gold stamp and black stamp instead of membranae tectoria, the product box can be recycled and reused.
Additional Materials