2022 | Professional

MUSE Design Awards Gold Winner

HELLO!CHIZHUA

Entrant Company

Heyyo

Category

Packaging Design - Self Promotion

Client's Name

Shengdu

Country / Region

China

Ji'nan Shengdu Food LTD has been focusing on braised dishes deli food for 30 years, with more than 600 stores all over the streets of Ji'nan City. With the purpose of “Creating a New Flagship, Creating New Potential”, Shengdu Food upgraded and created the HELLO!CHIZHUA brand. When the traditional braised dishes collide modern trends, bursting out not only a refreshing consumer experience, but also a new trend of the brand transformation in the background of the times.

The client wanted to become a brand of braised dishes more in line with the hip and cool aesthetics of young people. The designer started with the image of “BOSS” and extracted trendy elements to give the brand more vitality. Based on the existing visual system, we created a trendy light braised dishes special store that combines traditional braised dishes with young culture.

In the cultural heritage, the designer gave the brand more playfulness and designed the ip image with the same name. Taking the “BOSS” as the prototype, it has both the physique of “Chicken” and the feeling of “Claw”. The exaggerated proportions and delicate expression processing, extending a number of action scenes, all make it a distinctive personality, with full infectious hip and cool incarnation, so that consumers feel the trend and fun atmosphere at the same time, and firmly seized the new generation of consumer market.

With ip as the center of communication, the brand The fun way to play and immersive cultural theme experience allows consumers to feel the charm of the brand in all aspects. ip's landing image in the space has also become a place where locals and tourists compete to punch a card, creating more brand value. The brand has systematically created copywriting and interactive system with ip as the communication center. Interesting gameplay and immersive cultural theme experience make consumers feel the all-round way charm of the brand. The landing image of ip in space has also become a place where locals and tourists compete come in and go out, creating more brand value.

Credits

Project management
Wang Di
Strategist
Cheng Jianyu
Copywriter
Zhang Jingjie
Chief Designer
Huo Tianci
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