As the early entrant of dried egg industry in China, Runcheng Food Co. has been paying constant attention to product quality, R&D innovation and branding. Based on its major product of dried egg, Runcheng has successfully sold its products to more than 22 provinces and cities and also abroad. Supported by a team of professional product scientists, Runcheng has become the expert in the egg industry with its more than 10-years experience. However, the company also faces severe challenges such as low cognition degree of consumers, high distribution costs, unclear brand position, mixed product matrix and out-of-date package images. Under such circumstances, Runcheng needs to adjust its brand image and find category breakthroughs for building core competitiveness of the company.
When consumers are less aware of the product category, the market education cost is always high. The most direct way to get over it is to make the brand represent the whole category. For example the brand name is Runcheng Egg and the brand is positioned as dried egg using the whole egg. Through the concept of ‘whole egg’, the agency aims to eliminate consumers’ misunderstanding regarding if dried egg products are made by the real eggs. Also, the entire design lifts up the brand image, making it younger and different from the similar products.
Once the product is launched, it has aroused strong attention from the industry and consumers.
Shanghai Blue Flame Brand Development Co. is a strategic product planning and design company focusing on the FMCG industry. Its main duty is to help brands to develop product concept & design with packaging and branding ideas. The company has its distinguished “hyper creativity” methodology to help brands sell more and even create super products which may dominate and lead a single category. Blue Flame was established in 2006. Within more than 10 years, it has served hundreds of brands globally in 20 different industries. And with many design awards recognition, the company has created lots of classical brand and package design cases.
