YES COCONUT MILK
BRAND SHIFT
VISUAL IDENTITY PACKAGING
YeShu Coconut Milk: A household name in China, celebrated for its quality and distinctive packaging design. Despite varied opinions on the design, its brand value remains strong. Consider the exciting potential of introducing this popular Chinese brand to high-end supermarket chains like Whole Foods and crafting packaging that exudes elegance and quality.
Brand BackgroundFounded in 1956, YESHU COCONUT MILK is a well-established domestic brand with a focus on packaging and marketing. The Coconut Group's advertising, often criticized for explicit tactics, particularly in promoting coconut milk, features young women making claims about breast enhancement. Additionally, the brand has influenced a new design trend known as the "new ugly" style.
Brand Shift Stratergy and Plan
YESHU Coconut Milkhas achieved enduring recognition in China, owing to its consistent quality and distinctive packaging design. While opinions on the coconut milk packaging vary, even those who find it unconventional acknowledge that it has not diminished the brand's value.
Need1.Sales Decline and the Need for Brand Activation
2."WORST AD" Winner and Negative Brand Perception
3.Tapping into Foreign Markets
4.Aesthetic Appreciation and Positive Cultural Orientation
Visual Design1.The issues with the original packaging design's visual design system are as follows: 1. Lack of visual consistency, each product packaging appears to be independent of the best-selling products from Coconut Tree.
2. Excessive information, the layout of the packaging box contains an abundance of information, including numerous slogans.
3.Old Fashion