Teng Chun Flavors – King of Chicken Feet

Before designing, we discovered the following about this project: consumers had difficulty remembering the brand, it was easily replaced by competing products, and consumers without cultural resonance tended to make price-sensitive decisions. Repurchase rates were low, and the brand seemed to 'have no story to tell.' However, we found that it actually had a lot of stories to share! For example: handcrafted boneless chicken feet, selling 2 million pieces annually; a glass of pomegranate juice made from five large pomegranates; a glass of grape juice made from a whole bunch of grapes; and every dish was rich in authentic Yunnan flavors. Therefore, we decided that the brand tone should be natural, distinctly Yunnan in character, crafted with care, and make this brand synonymous with 'Tengchong Handmade Flavor Snacks.' We wanted every chicken foot to tell the story of Yunnan and for 'Chicken Feet Boss' to become an unforgettable delicacy in the minds of consumers. In the end, we developed this complete brand design plan.