呈味空间 徐福记 Gallery
徐福记 (Hsu Fu Chi) is a Chinese company, based in Dongguan, China, that manufactures various confectioneries, biscuits, chocolates, jellies, sachima, and snacks. The company majority is owned by Nestlé (首页), and minority owned by the Hsu family. The company is well known for creating the popular “pick and mix” format, typical of traditional Chinese candies stores. 徐福记 ChengWeiKongJian is one of the latest sub-brand created by the mother brand 徐福记 Hsu Fu Chi. Both products are only distributed in China and do not have English names.
Details
Brand : 徐福记 Hsu Fu Chi, 呈味空间 ChengWeiKongJian
Team : MADJOR – a Labbrand Group company (Shanghai)
Services : Campaign creation, Art direction
Platforms : 微信 WeChat Tencent, 新浪微博 Sina Weibo
Status : Ideation, Conceptualization, Prototyping
Context & Challenges
The following content introduces a short selection of creative items made for 徐福记 Hsu Fu Chi (HFC) and 呈味空间 ChengWeiKongJian (CWKJ). The first part is the moodboard and researches for the corporate campaign of the mother brand 徐福记 Hsu Fu Chi (HFC); the second part is dedicated to the re-launch campaign of the newest sub-brand created by 徐福记, named 呈味空间 ChengWeiKongJian (CWKJ).
呈味空间 Campaign | Creative extracts
Nestlé China – 呈味空间 – Creative direction by François Soulignac, Chinese market insights by Joyce L., Cynthia S. and Kerwin Z.
Items: Campaign concept, Key visual (concept and prototyping), Video storyline, Video storyboard. Content: Campaign for 呈味空间 ChengWeiKongJian cakes. Market: China. Job done: Co-creative direction with Chinese team (account manager, project manager and junior digital designer); art direction, supervision of illustration for storyboard, client presentation.
徐福记 Key visual | Initial creative routes
Nestlé China – 徐福记 Key visual – Directions overview. Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
徐福记 Art of Snack | Flag
Nestlé China – 徐福记 Key visual – Art of Snack (Flag). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
徐福记 Art of Snack | Map
Nestlé China – 徐福记 Key visual – Art of Snack (Map). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
徐福记 Art of Snack | Pick & Mix
Nestlé China – 徐福记 Key visual – Art of Snack (Pick & Mix). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
徐福记 Time Machine | Cool Daddy
Nestlé China – 徐福记 Key visual – Time Machine (Cool Daddy). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
徐福记 Time Machine | Old Flying Man
Nestlé China – 徐福记 Key visual – Time Machine (Old Flying Man). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
徐福记 Time Machine | We Love HFC
Nestlé China – 徐福记 Key visual – Time Machine (We Love HFC). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
Conclusion | Summary
Nestlé China – 徐福记 Key visual – Conclusion / Summary. Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China
Items: Key visual concept and prototyping. Content: Corporate campaign for 徐福记 Hsu Fu Chi cakes. Market: China. Job done: creative direction; art direction.
Photos gallery
© 2019, MADJOR Labbrand Shanghai for 首页 Nestlé China – 徐福记 Hsu Fu Chi – François Soulignac, Digital Arts Management.