Champion Cake

The packaging for Champion Cake ingeniously marries traditional elements with modern design, which not only clearly demonstrates the product’s positioning as a Chinese traditional folk snack, but also highlights engaging interaction and aesthetic pleasure.

Champion Cake is personified as a polite champion dressed in a Chinese traditional clothing (including a hat) while wearing glasses, serving as the core of the packaging to make the product more approachable. Besides, every flavor is clearly stated through a pattern depicted on the packaging. For instance, the osmanthus flavor corresponds to the picture of a champion sitting and resting in osmanthus bushes, while the packaging for the pine nut flavor displays a happy scene where a champion climbs a tree and picks pine cones. Such a design transforms the packaging into a storyteller, and visually shows the flavors of Champion Cake. Furthermore, the exquisite frame on four sides, reminiscent of Shanghai’s Yuefenpai (a type of calender poster in the past), suggests the origin of Champion Cake, which also encloses the core pattern to give a sense of visual layering. The packaging retains the original square design of Champion Cake, embodying traditional charm; its combination with modern packaging technology enhances the recognition and collection value.

Additionally, consumers are allowed to enter the mini program by scanning the QR code on the packaging, whereby they can participate in the fun test online to know which flavor of Champion Cake they are, and obtain a tailored avatar based on the results, which supports clothing (Hanfu) & accessory (earrings, hairpins, etc.) change. This interaction design not only improves the fun of use, but also helps the brand continuously optimize the taste of the product according to user information.