Type of applicant company

设计机构

Country

中国

Company Website

http://www.warmlightbrand.com/

Images

Brand of the Product

GuoQuanShiHui

Designer Name

Warmlight Design

Position of Designer

Graphic Designer

Target Consumer

Guo Quan Food Circle innovates in home dining, catering to the diverse needs of the community. This IP upgrade aims to solidify our existing customer base while reaching out to a younger, modern family demographic, fostering a closer, more emotional interaction between these consumers and the brand.

Distribution Channels

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

Positioning

大货消费品 Mass Production

Design Story

Over three years of rapid development, Guo Quan Food Circle, as a hotpot and barbecue ingredient retail brand, has gained widespread recognition and familiarity. However, the brand has faced challenges in establishing distinctiveness, incorporating design elements, and crafting a relatable brand persona. While celebrity endorsements have successfully increased brand visibility, they have overshadowed the original design IP. The traditional application of IP has failed to leave a lasting impression on consumers.

Highlights

In the process of upgrading, we revisited the original assets of our brand with the goal of refining the core attributes based on the existing visual identity. We aimed to infuse the trait of 'passion for eating and cooking' into our IP, endowing it with a youthful vibe, interactivity, and personality. The overall image has been enhanced with unique identifying elements, streamlined symbols, and an aesthetic upgrade that resonates with the new generation. This strategic move is set to propel the brand into its 2.0 phase, enabling us to broaden our audience and further distinguish ourselves in the market.

Market Performance

As of September 26, 2023, Guo Quan Food Circle boasts 9,978 franchise stores nationwide, nearing the milestone of 10,000 stores. On November 2, 2023, Guo Quan Food Circle also made its debut on the Hong Kong Stock Exchange, becoming the first stock in China representing the concept of "returning home for meals."

Material（For concept works, please choose the material you plan to use）

PET塑料 PET material; 纸质 Paper

Craft

Aluminum foil bags and cardboard boxes.

Does the design solve the problems that are common across the product category? If so, please explain.

Unlike other hotpot and barbecue ingredient brands, few utilize IP effectively. Many brands focused on offline presence often rely on celebrity endorsements to boost their marketing impact. This dependence can lead to risks, especially if a celebrity contract is not renewed, potentially affecting brand traffic. Our approach of IP enhancement and standardized application adds a stable element to our future marketing strategies. We anticipate that the diversified application of our IP will embed itself in consumers' minds, potentially replacing the role of a celebrity endorser and becoming a representative for deep interaction with our customers.