Chu Ziyou | Quick-frozen Western Food Series

Project: Chu Ziyou / Quick-frozen Western Food Series
Service: Brand Planning / Top-level Packaging Design
Channel: Specialty Stores, Supermarkets, Convenience Stores, Group Purchases
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In the fast-paced life, “no time, tired of cooking, and entangled in what to eat” has become a common problem in society. Quick-frozen food uses simple and fast cooking methods to allow kitchen novices to easily master difficult dishes, meeting the efficient and convenient dining needs of contemporary young people.

Chu Ziyou – a new brand of quick-frozen Western food, we position it as [Quick-frozen Western Food Expert], aiming to meet consumers’ eating experience of enjoying quality Western food at home through a cost-effective Western food solution of “restaurant-level Western food, served in 5 minutes”, and conduct a full-case design for it from strategy to visual level based on brand positioning.

Through the early brand planning and brand asset inventory, we extracted the brand image of “Italian Western food expert” at the logo design level as the core element of the logo to strengthen the brand’s professionalism in the category.

At the same time, we extracted the Italian tricolor flag, the birthplace of pizza, a representative category of Western cuisine, as a super symbol in the packaging system, and injected it into the packaging of different categories, and established divisions according to different categories, creating brand awareness in the minds of consumers that “when you see the color block, you can quickly identify Chu Freedom” and “Chu Freedom = Western food expert”.

As a quick-frozen Western food category, we interpret the product’s appetite with high-precision real shots on the packaging, and at the same time add selling points such as professional master endorsement and 5-minute table service to strengthen the reason for purchase.