Jiahua Mooncake

Jiahua Mooncake was established in 1988, and this time, we collaborated with Peng Shi to create five new Yunnan style mooncake gift box items, upgrading them to a popular product. Our goal, from brand positioning strategy, brand marketing strategy, co creation of product series lines, to brand and product packaging image updates, is to convey to customers outside the province that Jiahua mooncakes are the authentic representative of Dian style mooncakes through packaging information and design, thereby continuing the brand gene.

By studying the old and new customer groups, as well as the popular Jiahua packaging style, we have determined that the brand’s design needs have become precise and direct, such as gift giving methods at different price points, product strategies in online and offline channels, and segmented needs for pricing and matching different mooncake flavors; Meet the upgrading needs of old customer aesthetics, online channel acquisition, increased repurchase, and brand asset continuation.

Based on the genes of Jiahua mooncake marketing, the brand Slogan, which is packaged on the side as a “good mooncake for our own people”, is also a brand testimony. This time, a special “cloud” icon has been added to strengthen the “Yunnan style mooncake” gene and expose it as brand asset enhancement.

The product category name continues the brand genes of Jiahua mooncakes, in line with traditional Chinese culture and the ritual sense of festival gifts and blessings, and highlights the psychological implications of product content selection, such as “Jiahua Classic Dian style mooncakes”.

Jiahua mooncakes are divided into different product lines at different prices: three online options, Dian style mooncake sharing gift box; Dian style mooncake hardcover gift box; Dian style mooncake gift box. Three offline options, Jiahua Classic Dian style mooncake gift box; Jiahua Reunion Mooncake Gift Box; Xinyue Dian style mooncake gift box. Based on the marketing scenarios of online flat presentation, express delivery of one item, and offline shelf presentation, traditional Chinese high saturation colors are specifically assigned for display differentiation, and the ceremonial packaging structure gives high brand premiums and other details.