Brand Story
Yuanzu Foods was founded in Taiwan in 1981. Since entering Shanghai in 1993, it has successively set up 11 subsidiaries in mainland China and 650
stores across the country. Yuanzu Foods insists on "deducting folk customs and innovating traditions" and won the "Shanghai Famous Brand", "Top Ten Most Influential Brands in China's Baking Industry", "Top Ten Chinese Mooncake Enterprises", "Technological Innovation Enterprise in China's
Baking Industry", "Shanghai Best Gifts", the moon cake series has won the title of "Chinese Famous Cake" many times, and it has occupied the top
spot in the folk festival baking gift market.
On December 28, 2016, Yuanzu became the first Taiwanese bakery company to be listed on the Shanghai Stock Exchange. It has become a leader in the food processing industry in Shanghai and even the country and the vane of gift consumption.
Objective
The customer wants to eat moon cakes or the customer wants a good-looking moon cake box as a gift. My goal is to make a beautiful moon cake box to attract customers' attention and increase the brand's moon cake sales. I'm trying to make the brand's moon cake box a hot product in the eyes of customers.
Solution
For the color of the box, I want to use purple and gold. Such a combination can bring a sense of quality to customers. The overall shape is rectangular. The opening design belongs to the book style. There are two moon cakes in the moon cake packaging box. Because in China, "2" means perfect, yin and yang balance.
Audience
The audience is between 30 and 40 years old. Moon cakes are a traditional Chinese food. Therefore, Chinese middle-aged people pay more attention to tradition. Moon cakes are sweets. Girls will like sweets more. The price of moon cakes is relatively cheap. Most people can buy it.
Rationale
People nowadays think more about the eating experience of traditional food. But it has not yet elevated the tradition to an exquisite experience. The basic requirements of customers for outer packaging are exquisiteness, practicality and good-looking. Therefore, in terms of color, the combination of purple and gold will enhance the exquisiteness of the product. Book-style openings will improve practicality.