Project Background: In the cheese consumer market, foreign brands occupy an absolute market share. Due to its foreign food background, it is difficult for domestic brands to achieve a breakthrough in the previous market structure, which makes it difficult to enter the daily life of consumers. With the upgrading of consumption and the change of purchase decision, domestic brands have realized positive competition with foreign brands at more levels, and the high attention of consumer audiences to Chinese brands has also given enterprises more confidence.

User demand: With the simple and easy life based on European meals being accepted by more families, the market demand for cheese by Chinese consumers is increasing. Sanyuan, as a well-known domestic brand with high-quality dairy products, took this opportunity to decide to launch new cheese products. Combined with three yuan of online and offline integrated marketing, in multiple scenarios to achieve sales.

Product strategy: The cheese packaging uses the affinity image of the magic master as the main visual element, and the round shape of the pizza is made into the expression of a cartoon uncle with the expression of cartoons.

Design concept: The outline of the magic hat fills the name of the product. The overall action image is the appearance of uncle's magic hat being stuck by cheese, highlighting the elastic characteristics of cheese.

1. The cheese packaging highlights the changes in cheese form and the superior quality of products with the concept of magic. The overall packaging adopts a red tone, which is more eye-catching.

2. The image of the funny magician is impressive, which is convenient for the memory of the brand and achieves distinct attraction in many scenes such as shopping mall shelves and online e-commerce.