Brand upgrade, the first task is to establish brand gene. Every investment in brand design in the early stage is empowering to save millions of advertising expenses in the later stage. Grandpa Hawthorn is a brand that our team has been serving all the time. In the brand upgrade cooperation in 2024, we have completed the establishment of the brand system and the design of three series of product lines of Hawthorn cheese, Hawthorn powder and black sugar Hawthorn. And the visual performance of the line to distinguish between the planning. This year, the cooperation of several sets of fist products is also about to be introduced to the market. For multiple sku product lines, how to flexibly use brand symbols to penetrate, make products compatible and achieve certain category differences, and how to establish shelf display identification through design are the core problems we need to solve. The gold standard for testing packaging brand power, removing logo can also have strong recognition! Most of the packaging in the offline supermarket snack area lacks brand genes because many Party A have insufficient knowledge of the brand visual system. If you don't make a full brand in design, you have to spend millions of advertising dollars to do it.

Project Background: The history of Hawthorn Grandpa Brand can be traced back to 1984. Founder Liu Wenzhong inherited the century-old brand "Golden Cake Zhang" and focused on the research and development of Hawthorn food for 40 years. He built the country's first electric production line with an annual production capacity of over 6000 tons. He is a contract manufacturer for the head snack brand and its annual sales exceed 0.2 billion yuan. This time to find the creation of a different team, a new brand upgrade, the release of 40 years of hawthorn snack industry deep-cultivated value. Brand diagnosis through brand diagnosis, we clear the problem: category cognition is vague, product system is messy, need to solve the internal crux and market homogenization dilemma through brand reshaping (60% of competing products keep red and white color and hawthorn graphics). Based on SWOT analysis, the design strategy establishes the core positioning of Hawthorn Grandpa's "new health-preserving iron hawthorn" and SLOGAN's "sweet and sour solution greasy to reduce life", and refines three value anchors: Yugong hawthorn cake, Yanshan iron hawthorn, ancient Han Fang process. Super symbol of visual system: Hawthorn category attribute + grandpa humanistic characteristics superposition, forming visual hegemony. LOGO design: fusion symbol, brand name and historical imprint. Font design: non-serif glyph grafting official script dovetail gesture, balance traditional and modern. Color planning: hawthorn red as the main color, build a cold and warm ratio matrix, break the industry red and white homogenization, while compatible with multiple product lines. Product packaging: according to channel characteristics planning online visual aesthetics/offline focus on appetite design, the establishment of positive and negative differentiation display system, 20 + SKU integration into sustainable ecosystem packaging, strengthen the first exposure of super symbols. Upgrade Results Through this cooperation, the creation team completed the upgrade of the brand strategy of Hawthorn Grandpa, the construction of the visual hammer system, the packaging design of VIS and the core sku product line, and constructed the cognitive closed loop of symbol-product-scene. For the later planning, we propose three strategies: 1. Symbol penetration, global strengthening of super symbol cognition; 2. Product innovation: product segmentation and differentiation of product lines within the visual system; 3. Cultural transition: through the development of KOL matrix and derivatives, the brand will be upgraded to a new health-preserving lifestyle symbol to realize the occupation of national IP mind.