Type of applicant company

设计机构

Country

中国

Company Website

https://mohoo.zcool.com.cn/

Images

Brand of the Product

Hsufuchi

Designer Name

HAPPY BaoBao

Position of Designer

无

Target Consumer

All Chinese citizens who require gift attributes for important festivals and New Year celebrations every year。

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 其他销售渠道 批发市场

Positioning

大货消费品 Mass Production

Design Story

Hsufuchi is a national brand in China and ranks among the best in terms of sales volume and market share in the Chinese market, but it does not dominate the market: when buying Chinese candy gifts, choose Hsufuchi. Through research, we found that the Hsufuchi brand is a childhood memory in the minds of consumers; combined with the craftsmanship that the brand has always upheld, we proposed the concept of "Chinese Candy Shop", aiming to arouse consumers' childhood memories of traditional Chinese candy shops during the New Year. The traditional memory of buying Chinese candies also expresses Hsufuchi's ingenuity in inheriting Chinese culture - Chinese sugar culture.
in order to visually distinguish different price bands, we adopted designs with different colors and materials so that consumers can identify product price bands at a glance. At the same time, in order to highlight Hsufuchi’s ingenuity in Chinese candy craftsmanship, we present the fine processes of traditional Chinese sugar making culture on the gift boxes with print-style illustrations, allowing consumers to feel the traditional craftsmanship and craftsmanship behind each candy. Quality guaranteed.

Highlights

In order to achieve the goal of "choose Hsufuchi when buying Chinese candy gifts", we have done three parts to help the brand achieve business goals. Part1: On the top of the overall gift box, there is a "trust endorsement": a national classic snack brand that has been best-selling for more than 30 years, enhancing consumer confidence. Part 2: We use a traditional Chinese plaque as the visual center, and add a culturally inherited printmaking style to describe the traditional Chinese sugar making process, and strengthen the brand impression of "choose Hsufuchi when buying Chinese candy gifts" in consumers' minds. Part3: In terms of copywriting, we put "Chinese Sweets Gift" as the first level of copywriting on the packaging to strengthen consumers' minds and let consumers subconsciously recognize "choose Hsufuchi when buying Chinese candy gifts".

Market Performance

The product was well received at the Hsufuchi i Dealer Conference, which increased the confidence of the brand and dealers. It is expected that sales will exceed 10 million during the CNY period.

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

纸质 Paper

Craft

Hot stamping, UV reverse, raised