MUSE Silver

China

2021

Xing Shi Shan Poverty Alleviation Brand

Entrant Company

One More

Category

Corporate Social Responsibility

Client's Name

Nanlian Agricultural

Sub-Category

Pro Bono (Free)

Xing Shi Shan Poverty Alleviation Project: through brand marketing to help poor farmers sell more products to achieve the goal of getting out of poverty. The core of our thinking is: How to get consumers to empathize when they receive products delivered by poor farmers, and generate the desire to buy again; Therefore, we have exported the core concept from the perspective of consumer health: " Buy health from nature ", delivering warmth in the traditional way of letters, conveying ideas in the package design of express delivery, and selling products in the way of visual dialogue. 1. Design on the premise of saving production cost and achieving visual effect; 2. All the materials are handmade by farmers, which can better convey the human touch. For example, the product description (place of origin, planting process, nutrition ingredients, storage method, cooking method, etc.) is a letter written by farmer themselves to consumers; 3. The vegetable packaging belts and plastic bags are made of environmentally-friendly materials. By paying attention to every detail and studying the psychological needs of consumers, we provide consumers with a useful and warm design that makes them feel the hardship and sincerity of farmers, also the nutrition and health of ingredients.

Credits

Designer and illustrator
Gong Chaoping
Copywriting editor
Hong Cai De
Creative Director
Meng Shenhui
Creative Director
Huang Fupeng
Creative Director
Xia Jiangnan
Art Director
Mao Jian
Art Director
Xia Jiangnan
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