Type of applicant company

品牌方

Country

中国

Company Website

https://cjchina.net/cjchina_introduction.html

Images

Brand of the Product

DASIDA

Designer Name

CJ FOODS CHINA MKT-Sauce&Seasoning Team& Design Team

Position of Designer

无

Target Consumer

The group of cooking enthusiasts looking to level up aged 28 to 45, who want to whip up delicious meals with ease. Some of them live away from their hometowns and crave to recreate authentic local dishes to treat and comfort themselves; others hope to effortlessly cook famous regional cuisines to impress family and friends on weekends.

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 农贸批发市场

Positioning

大货消费品 Mass Production

Design Story

Centering on the Dasida 'Taste of China' Series RTU Sauce and the core proposition of one seasoning packet, one classic dish, we condense the iconic flavors of China’s Eight Cuisines and local signature cuisines into a small packet.
Break the conventional design logic, strengthen the recognition of regional landmarks, and highlight the packaging features matching the flavors.
Also incorporate various local dialects to enhance emotional resonance.
Meanwhile, as a flagship product of the brand’s localization strategy, we intend to build an exclusive IP for Dasida 'Taste of China' Series of RTU Sauce at retail terminals – Dasida Flavor Escort Agency. We thus embed the 'escort agency' concept into the design of KV, promotional videos and POSM, to further deepen the traditional Chinese style brand image, and collect delicious flavors from all over the country for consumers, delivering these delightful tastes right to their tongues.

Highlights

1) Packaging Highlights
Striking regional abbreviations – bold Chinese-style characters of provincial shorthands such as 'Qian (Guizhou)', 'Xiang (Hunan)' and 'Hu (Shanghai)' are matched to product flavors, creating a visual hammer at retail terminals that grabs consumers’ attention from afar.

2) Packaging Emotional Value
Local dialect phrases praising the deliciousness of regional dishes are featured prominently on the packaging. Aligned with the current trend of scenario-based marketing, this creates a clear differentiation from competitors that describe flavors in a straightforward way.
Examples: Gaga Haochi (incredibly tasty), Midao Ha Die (the taste is amazing), Tai Anyi Le (it’s absolutely satisfying).

3) KV & Merchandise Highlights
Centered on the concept of seeking out local classic dishes, a distinctive IP character – the Flavor-seeking Female Escort – is created and applied to KVs and POSM materials, boasting strong brand recognition.

4) Creative Merchandise Value Proposition
Blind box fridge magnets are launched – 6 regular fridge magnets engraved with the corresponding regional abbreviations from each packaging, plus a hidden Flavor-seeking Token edition.
Adopting the operation logic of trendy toy blind boxes, consumers who make a purchase of a certain amount will receive a random one as a gift, significantly enhancing the collectibility of the products.

Market Performance

Online daily live-stream sales hit 40,000 units.
Offline distribution expanded comprehensively, with agricultural trade sales up 20% MoM.
Retail business realized 1-to-N breakthrough, and the SKU listing rate in store systems reached 80%.

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

其他 异形铝箔袋

Craft

One sauce for a perfect dish. 'Taste of China' series of RTU sauce seeks authentic tastes of local cuisines nationwide, empowering users to cook genuine flavors effortlessly.
Braised sauce needs no caramelizing, restoring authentic local-style taste easily. Sweet and sour sauce contains green plum juice and Zhenjiang balsamic vinegar. Braising sauce is added with mellow yellow rice wine to remove fishy odor and enhance aroma. Spicy crayfish seasoning includes butter and Starry Sky chili, recreating the vibe of Changsha night markets. Garlic crayfish seasoning keeps large garlic granules, delivering mild garlic aroma without raw garlic pungency.

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

1. Unlike similar products that focus solely on taste profiles, ours differentiates by regional cuisines, highlighting authentic local flavors.
2. Bold large-sized regional abbreviations enhance in-store visibility, letting consumers grasp the core flavor instantly.
3. 1 pack pairs with 1 catty of meat, 1 pack per meal for easy portion control; special-shaped foil bag enables easy tearing and use.

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

1. Local dialects and landmark silhouettes are creatively added to the packaging, enhancing interaction with consumers and building emotional resonance.
2. We designed fridge magnet blind boxes, each printed with a landmark matching the packaging. Consumers get random blind boxes by purchasing a certain quantity, which contain fridge magnets with different regional abbreviations plus a hidden "Flavor Hunt Token" one. It creates a landmark-collecting experience, bringing more surprises, stimulating collection desire and boosting repurchases.