Type of applicant company

品牌方

Country

中国

Company Website

无

Images

Brand of the Product

Qu Xiang

Designer Name

Quxiang Marketing Department-Ceci Chen，Selina Zheng

Position of Designer

无

Target Consumer

Office Workers: Convenient and efficient, enjoy the high-quality taste of Kurobuta pork. Families: Focus on health and rich flavors, saving time in cooking. Food Enthusiasts: Experience the fresh taste of Kurobuta pork combined with innovative fillings.

Distribution Channels

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

Positioning

大货消费品 Mass Production

Design Story

Design Background: In the highly competitive frozen food market, where consumers' demands for ingredient quality, taste innovation, and brand trust are constantly rising, the time-honored "Quxiang" brand, relying on its historical accumulation and craftsmanship in the food industry, has launched a series of products centered around black-boned pork in response to the market's demand for high-end, healthy frozen main dishes. The aim is to break the stereotypical image of traditional frozen foods and offer consumers choices that combine the quality guarantee of a time-honored brand with innovative flavors.

Design Concept: Adhering to the concept of "balancing tradition and innovation", on the one hand, it upholds the meticulous craftsmanship of a time-honored brand to ensure the standardization and stability of product quality; on the other hand, it innovatively combines high-quality black-boned pork with a variety of distinctive fillings, such as water chestnuts, corn, black truffles, and black garlic, to create a diverse range of flavors. At the same time, it uses high-end black-boned pork as a starting point to convey the dietary philosophy that "high-quality ingredients create a delicious experience", meeting consumers' multiple demands for health, taste, and convenience.

Highlights

High-end ingredients: Using Kurobuta pork as the core ingredient, which is tender, flavorful, and rich in nutrients, ensuring high product quality from the source. This distinguishes it from ordinary frozen foods and enhances the product’s premium level.
Diverse and innovative flavors: Covers a variety of options such as fresh meat buns, celery pork dumplings, corn pork dumplings, fresh meat char siu buns, black truffle Kurobuta pork dry steamed buns, black garlic Kurobuta pork dry steamed buns, and more. It includes both traditional classic flavors and innovative tastes like black truffle and black garlic, catering to different consumer preferences.
Trusted heritage brand quality: As a time-honored Chinese brand, it has a mature production process and strict quality control system, allowing consumers to purchase with confidence. Carrying the cultural heritage of a historic brand, consumers can enjoy the delicious food while also experiencing the charm and historical legacy of traditional food craftsmanship.

Market Performance

Since its launch in June 2025, the QuXiang Black Pork series of steamed dumplings (Black Truffle Fresh Meat Steamed Dumplings, Black Garlic Fresh Meat Steamed Dumplings) has performed remarkably well in the market, with shipments exceeding 1 million units. Among them, these two steamed dumpling products have entered the top 15 sales list for frozen pastries at AEON supermarkets, standing out in the highly competitive frozen pastry category. This fully demonstrates consumers' strong recognition of their 'Time-honored Chinese Brand' reputation, premium ingredient combinations, and innovative flavors, making them star products in the frozen food market for both popularity and sales.

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

PET塑料 PET material

Craft

Excellent frost resistance: In freezer environments, compared to matte films, it is less prone to frost, keeping the packaging surface clean, making it easier for consumers to identify product information, and enhancing the product's display effect in cold cabinets.
Outstanding texture: The glossy film gives the packaging a high-end, refined visual texture, matching the premium positioning of products made with high-quality ingredients such as Kurobuta pork and black garlic, and enhancing the brand's sense of quality.
Craft advantages (gold foil text): The gold foil process makes text such as 'Qu Xiang' and 'Chinese Time-Honored Brand' stand out as especially eye-catching and luxurious on the black packaging background, effectively attracting consumer attention and strengthening brand recognition.

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

The packaging of this product series uses PET high-gloss film combined with gold stamping to create a premium feel. The black main color paired with accent colors of the fillings ensures a unified style and makes it easy to identify flavors, even in frost-free display cases. Real ingredients such as black pork and black truffle are showcased in realistic settings, complemented by product images with steam to visually convey the selling point of 'high-quality ingredients create delicious food.' The 'Time-honored Chinese Brand' logo is highlighted, blending traditional varieties with innovative fillings, covering scenarios from breakfast to main meals. The combination of 'time-honored brand + premium ingredients + diverse flavors' creates differentiation, precisely meeting modern consumers' demands for quality, convenience, and freshness.

What functional designs of the work have enhanced the user experience?

Packaging Material: Made with PET glossy film, it is frost-resistant in freezers, keeping the packaging clear and making it easy for consumers to identify product information.
Craftsmanship Identification: The gold-stamped text technique makes the brand and product information stand out, enhancing brand recognition and allowing consumers to quickly locate the product.

Scenario Adaptation: Suitable for categories such as buns, dumplings, and dry-steamed foods, it meets diverse scenarios like breakfast and main meals, catering to the quick meal needs of different consumer groups, including families and office workers.
Trust Conveyance: Showcasing real ingredients and the 'China Time-honored Brand' label, it communicates quality assurance and enhances consumer trust in the product.

Did the design help increase the sales performance of the product? If so, please give related evidence.

After hitting the market, the sales momentum has been strong, with the two dry-steamed products, black truffle and black garlic, rapidly surpassing 1 million units, demonstrating extremely high market acceptance. The performance in retail channels has been impressive, with the two dry-steamed products successfully ranking among the top 15 frozen buns in Aeon supermarkets, standing out among many competing products and proving the influence of design on consumer decision-making.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

Environmental Aspect: The chosen PET glossy film material has good stability and adaptability, making it resistant to damage and deterioration in freezing environments, reducing packaging waste and discarded materials. Additionally, PET is recyclable, aligning with the trend of eco-friendly packaging and lessening the environmental burden. Commercial Sustainability: The unified 'black-based color + hot stamping process' design style creates a consistent brand visual series, reducing the packaging design costs for future product development. The frost-resistant properties of the PET glossy film and the high recognizability of the hot stamping process help the product maintain long-term competitiveness at the point of sale.