Yonghe King, Caring & ‘going the extra mile’
How we find the best vehicle to amplify brand positioning
Promotional Cup Design
Did you know Yonghe King grind their soy milk Fresh Every 4 hours?
…Neither did their customers!
What a great message, That’s where we came in and we did a bit of digging. We surveyed consumers and chatted with store managers. Flipped through their wechat posts. Sat in their restaurants for hours just listening to people’s conversations and how they interacted with staff. Looked at their communications in and out of stores, checked out their take away containers. One thing was clear, they were losing out on prime real estate! Their take away cups had cluttered and off-branded messages, so we thought, how could we better use this space?
In a series of workshops, we co-created with Yonghe King to reestablish their key message for their soymilk and identify the best way to communicate this through design on their take away cups.
Introducing a new logo and look and feel for the soymilk brand requires consideration – what elements do you take from the existing logo?
How do we minimize any disconnect that customers may have when seeing the new design?
How do we make it fresh and modern for such a traditional product? What do we want people to feel when they see it?