LionPeng Packaging Studio’s collaboration with Jiahua Mooncake Company resulted in a striking and culturally rich packaging design for the Jiahua Mooncake Mid Autumn Festival Gift Box Series, with a focus on conveying the authenticity of Dian-style mooncakes spanning brand positioning, marketing strategies, and co-creation of product lines. By incorporating a special “cloud” icon and a strategically placed brand slogan like “good mooncakes for our people,” the packaging enhances brand exposure, reaffirming Jiahua’s commitment to quality and tradition.
Jiahua Mooncake Company was founded in 1988 and collaborated with Pengshi to create five new Yunnan style mooncake gift box items, upgrading to a popular product. Our goal is to convey to customers outside the province that Jiahua mooncakes are the authentic representative of Dian style mooncakes through packaging information and design, from brand positioning strategy, brand marketing strategy, co creation of product series lines, to brand and product packaging image updates.
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, pricing, and segmented needs for different combinations of mooncake flavors; Meeting the upgrading needs of old customer aesthetics, acquiring customers through online channels, increasing repeat purchases, and continuing brand assets. Based on the marketing genes of Jiahua mooncakes, the brand slogan, which is packaged on the side as “good mooncakes for our own people”, is also a brand testimony.
This time, a special “cloud” icon is added to strengthen the “Yunnan style mooncake” gene, as a brand asset enhancement exposure. The product category name continues the brand genes of Jiahua Mooncake, in line with traditional Chinese culture and the ceremonial sense of festival gifts and blessings, and highlights the psychological implications of product content selection, such as “Jiahua Classic Dian style Mooncakes”. Jiahua Mooncake’s segmented product line under different prices: three online options, Yunnan 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, one piece express delivery, and offline shelf presentation, Chinese traditional high saturation colors are selectively assigned for display differentiation, and the ceremonial packaging structure is given high brand premiums and other details.
