Innovation landing
Through the planning and communication in the early stage, the design decided to achieve the emotional link with the "diners" through the vivid IP image. Give traditional pasta a new look through interesting and trendy illustration images.

Brand naming
"Tung-cho", "cho" is a common Japanese word for a market, market, etc. Simple and straightforward expression of the love of life. Cats in the market, lazy and comfortable, can bring some spiritual comfort to people with a tense pace of life. A bowl of noodles evokes your memory and belonging through your taste buds, a mouthful of noodles, a mouthful of soup and a mouthful of meat. "Food" is the most primitive way to cure.

Pick up the culture, eat the Jianghu.
Taste picking = 1 2 3 4 ", that is, two meals on one side, three flavors and four steps" to create a new way of eating, bringing more choices to "diners" and at the same time "having more sense of participation and ritual.

IP Shaping
In the new era, people's consumption habits and characteristics not only focus on the product itself, but also the internal and external packaging, experience, contents, and the emotional and cultural values behind the product. We combined the above aspects and then combined with the new media marketing strategy to form a closed loop of brand products of "Yu-cho", and added a number of "cat master IP elements" to "Yu-cho" to cater to the Internet behavior and consumption preferences of generation Z, post-90s and post-95s for cats. Adding the emotional needs of "teasing", "relaxing" and "lying flat", different tastes have different shapes of cats, and a creative point has been made in the box shape to make the package attractive as a whole.