Country
中国(China)
Official website
https://mp.weixin.qq.com/s/48efgwc01DgLa6HZQ4ZhCw
Company Introduction
Yuanjian is a unique brand marketing and planning company in the food industry. With "creativity" as the core, Yuanjian has positioned brand strategy for enterprises and used creativity to trigger the strategy. We have developed a unique strategy and creativity design services that are most applicable to the food industry: strategic positioning, creativity design for product development and packaging and brand promotion. For more than ten years, we have been working with many brands such as Panpan, Reecen, Xiduoduo, Clever Mama, Leisure Farm, Queen of Pudding, Yake and Sakura Momoko etc. and have achieved the miracle of rapid growth.
Images
Brand Name
Xianzhihui
Designer Name
jiebinlin,rongxianhuang
Position of Designer
Design Director, Brand Designer
Client
Fujian Jinjiang Xianzhihui Food Co., Ltd.
Target Group
The new generation of young consumers who focus on cooking experience
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS
Positioning
大货 Mass Production
Design Story
The main business of Xianzhihui Food Company is nori and condiments. Due to its long-term strategy of following and low price and the core product "Xianzhihui Chicken Essence" lacking of a distinctive brand personality and product characteristics, the Company gradually encounters a bottleneck in its development. In order to break through in the increasingly competitive market, the Company hopes that Yuanjian could find an accurate market positioning for "Xianzhihui Chicken Essence" through brand profiling and product upgrading, and establish an impressive brand image and unique product features. Through market investigation and consumer insight, Yuanjian decided to address the pain points of chicken essence in using by repositioning the brand, upgrading the use experience and refining new selling points, and developed a revolutionary chicken essence product called " Xianzhihui Little Fresh Jar" without significantly increasing production costs.
Highlights
1.The unique chicken-shaped jar is highly consistent with the product attributes of chicken essence; 2.The jar is made of antibacterial material and moisture-proof design, effectively avoiding the pain point of easy to moisture and caking for traditional chicken essence; 3.The cap is designed with the function of metering. 4.The scientific design of the jar size is convenient for one-handed operation, so you can do things more comfortably; 5.The low salt formula that the salt content is 33% lower than the industry standard, help control salt intake, enjoy healthy cooking; 6. The advertising slogan that "Xianzhihui Little Fresh Jar Chicken Essence, make the food taste better” highlights the selling point, brand and name.
Market Performance
Xianzhihui Little Fresh Jar is officially launched in October 2021. Soon after its launch, with the innovative packaging and convenient and environmental-friendly consumer experience, it was well received by distributors and consumers, and reached deep strategic cooperation with dozens of domestic well-known chain convenience store brands.
Material
PET塑料 PET material
Craft
As the first in the industry, with the characteristics of moisture-proof, metering, beautiful, antibacterial, convenient, it obtained the national packaging patent certification at the same time.
Does the design solve the problems that are common across the product category?
1. Moisture-proof design to effectively avoid the pain points of easy to moisture and caking for traditional chicken essence; 2. The antibacterial rate for material of jar is as high as 99%, effectively protect the chicken essence from changing the taste; 3. The cap is designed with the function of metering. When pouring out, it is about 0.5g each time, which is precise in controlling the amount and seasoning. 4. One-handed operation to open the cap, it has solved the inconvenience in using traditional chicken essence, make cooking more relaxed.
What functional designs of the work have enhanced the user experience?
1.Moisture-proof and freshness preservation; 2.Anti-bacterial material; 3. Cap for Metering; 4.Easy operation for one hand.
Does the work consider sustainability (environmentally or commercially, or both)?
1.The packaging of traditional chicken essence is for one-time use, however, Xianzhihui Little Fresh Jar can not only be used as chicken essence can, but also as container of other powder or granular condiments so as to be used repeatedly, which can greatly reduce the generation of packaging waste, while allowing the "Xianzhihui" brand to stay in the consumer's kitchen longer, and become the advertising space in the kitchen; 2. Its own moisture preservation function has greatly extended the shelf life of chicken essence, so as to avoid problems such as "half used, half lost" and so on caused by damp, caking, deterioration and other problems, to improve the actual use of chicken essence, reduce waste; 3. The jar body uses PET biodegradable material, more friendly to the environment.
Additional Materials