Type of applicant company

设计机构

Country

中国

Company Website

newcan.net.cn

Images

Brand of the Product

Hao Xiangni

Designer Name

NEW CAN

Position of Designer

无

Target Consumer

Business/family oriented population aged 35-45, mainly composed of middle-aged men

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 其他销售渠道 品牌专卖店 Brand Specialty Store

Positioning

大货消费品 Mass Production

Design Story

The leading enterprise in China's red date industry, Miss You, has been holding the top market share for many years. In order to break through in the functional food market and achieve the third growth curve of the brand, it has decided to incubate a strategic single product - Black Gold Date, and embark on a category revolution from "red dates" to "Black Gold Dates".
Using the cultivation of red dates to explain the nourishment of black dates, the ancient technique of turning black golden dates from red to black is transformed into a visual description of the "solid origin of black gold". Women who eat red dates are healthier, while men should eat black golden dates for nourishment.

Highlights

Starting from the design concept of five color health preservation in the cultural matrix "Huangdi Neijing", different channel systems are used to communicate and differentiate the focus, achieving visual similarities but differences in three channels. The brand specialty store focuses on promoting ancient cultural heritage through the use of "books", amplifying the sense of value and gift giving. Out of province supermarkets focus on the natural vitality of "mountains and seas" to achieve cross category competition and capture the attention of nourishing product shelves. Online supermarkets focus on the natural vitality of "mountains and seas" to achieve competition among similar categories and compete against category price comparisons.

Market Performance

none

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

PET塑料 PET material; 纸质 Paper

Craft

Mounting box, gold stamping