作品名称 I 嘉华月饼·礼盒
品牌持有 I 云南嘉华实业有限公司
设计机构 I 彭狮包装设计工作室
项目管理 I 解云
设计总监 I 彭伟
品牌咨询 I 邢雯
插画绘制 I 李郑昆
平面设计 I 田甜 季灵燕
工艺呈现 I 谭洪
嘉华月饼成立于1988年，本次与彭狮共创五款全新滇式月饼礼盒单品，与一款爆品升级。我们从品牌定位策略、品牌营销策略，产品系列线共创、再到品牌和产品包装形象更新，目标是通过包装信息和设计，向省外顾客传递嘉华月饼是滇式月饼的正宗代表，从而延续品牌基因。
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.
研究老客与新客人群，以及备受欢迎嘉华包装风格，我们研判品牌的设计需求变得精准而直接，如不同价位下礼赠方式、线上线下渠道产品策略、定价与不同月饼口味搭配的细分需求；符合老客审美、线上渠道获客、增加复购、品牌资产延续的升级需求。
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.
基于嘉华月饼营销的基因，包装在侧面“自家人吃的好月饼”的品牌slogan，也是品牌证言，本次特别加入“云”icon，以强化“滇式月饼”基因，作为品牌资产强化露出。
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.
产品品类名延续嘉华月饼品牌基因，符合中国传统文化与节日礼赠祝福的仪式感，并且凸显了产品内容物的选购时心理暗示，如“嘉华经典滇式月饼”。
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".
嘉华月饼不同价格下细分产品线：线上三款，滇式月饼分享礼盒；滇式月饼精装礼盒；滇式月饼礼盒。线下三款，嘉华经典滇式月饼礼盒；嘉华团圆月饼礼盒；心悦滇式月饼礼盒。基于线上平面呈现、快递一件代发与线下货架呈现的营销场景，针对性赋予中国传统高饱和色进行展示区分，仪式感包装结构赋予高品牌溢价等细节。
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.
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.
