Type of applicant company

设计机构

Country

中国

Company Website

www.ufbrand.cn

Images

Brand of the Product

herdsmen's gifts

Designer Name

Creative Director: Yalikun Waili; Designer: Grace Zhao ; Illustrator: Grace Zhao

Position of Designer

无

Target Consumer

The core target audience for this Xinjiang-style pastry gift box is consumers aged 25-55 who value quality and cultural experience, including locals who love Xinjiang's unique cuisine, tourists visiting Xinjiang, urban white-collar workers who pursue healthy traditional pastries, and business people who value holiday gift-giving.

Distribution Channels

电商 E-commerce; 小型商超和便利店 Supermarket & CVS

Positioning

礼品 Gift

Design Story

Most existing competitors in the market either emphasize Xinjiang elements or are overly fashionable, neglecting the differentiation of Xinjiang specialties. The "Xinjiang-style Pastries" series of dessert packaging, produced by a time-honored Xinjiang baking brand, highlights the concept of authentic Xinjiang flavor. It uses a lighthearted approach to depict the characteristics of Xinjiang pastries and scenes of ethnic minorities eating them, allowing you to experience the charm of the Western Regions in a relaxed and pleasant way.

Highlights

The core highlight of this "Xinjiang-style Pastries" gift box lies in its brand endorsement as a "Xinjiang time-honored brand," incorporating regional elements such as ethnic patterns into the packaging. This strengthens cultural recognition and imbues the product with a sense of intangible cultural heritage. The product range includes diverse items such as butter naan, nut shortbread, and desert-baked chips, emphasizing a healthy attribute with a natural "nut + butter" formula, differentiating it from traditional high-sugar pastries and suitable for various occasions such as everyday tea snacks and souvenirs.

Its added value is also significant: as a social gift, it combines ethnic aesthetics with a high-end feel, conveying the giver's thoughtfulness and taste; for tourists, it is both a local delicacy and a carrier of Xinjiang culture, extending travel memories to share with family and friends; local consumers will resonate with the "time-honored brand," further building brand trust. Overall, this gift box is not only a collection of delicious pastries but also a vibrant expression of Xinjiang's culinary culture.

Market Performance

Continued strong sales in Xinjiang's cultural tourism market

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

纸质 Paper

Craft

White cardstock embossing, UV coating, hot stamping.

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

Most existing competitors in the market either emphasize Xinjiang elements or are overly fashionable, neglecting the differentiation of Xinjiang specialties. The "Xinjiang-style Pastries" series of dessert packaging, produced by a time-honored Xinjiang baking brand, highlights the concept of authentic Xinjiang flavor. It uses a lighthearted approach to depict the characteristics of Xinjiang pastries and scenes of ethnic minorities eating them, allowing you to experience the charm of the Western Regions in a relaxed and pleasant way.

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

This Xinjiang-style pastry gift box enhances the consumer experience through multi-functional design: the packaging features an integrated gift box and tote bag design with a convenient carrying handle, meeting the needs of gift-giving and souvenir occasions; individual small boxes prevent flavor mixing, facilitate use and storage, and the clear "Xinjiang Time-Honored Brand" logo and cultural patterns quickly convey quality and regional characteristics. On the product side, a diverse range of categories covers different consumption scenarios, with the healthy "nuts + butter" formula catering to current dietary preferences. Simultaneously, the packaging's ethnic cultural symbols and high-end feel imbue the gift box with both emotional value and social attributes, serving as both a carrier of delicious food and a social medium for conveying sentiments.

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

This Xinjiang-style pastry gift box significantly improved product sales performance through cultural empowerment, scene adaptation, and experience optimization. Leveraging the endorsement of a time-honored brand, its precise positioning as a Xinjiang cultural symbol and a cultural tourism souvenir, the gift box drove a substantial increase in online and offline orders during the holiday period. Referring to data from similar Xinjiang gift boxes, holiday sales increased by 10%-15% year-on-year, with a significant rise in repurchase rates for cultural tourism-related items. It also successfully broke through geographical limitations, with orders covering more than 50 cities nationwide. Online sales accounted for one-third of total sales, demonstrating a clear premium for gift scenarios. Gift boxes priced between 70-400 yuan accounted for over 50% of sales, and spontaneous sharing on social media platforms further boosted product sales.

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

The design considers sustainability from both environmental and commercial perspectives, with practical applications in both aspects: Environmentally, the gift box uses biodegradable and recyclable paper as its base material, avoiding excessive packaging, and the individual boxes are also made of recycled paper, reducing material waste; at the same time, the packaging structure is simple and easy to disassemble, reducing the difficulty of recycling. Commercially, the gift box's cultural and gift-giving attributes create a highly recognizable brand memory, increasing repurchase rates and word-of-mouth marketing; the design adaptable to multiple consumption scenarios broadens sales channels, continuously driving sales; and the standardized packaging structure reduces production and warehousing costs, while the combination of a time-honored brand and regional culture gives the product long-term market competitiveness, achieving sustainable growth in commercial value.