Qiumei
Preserved Mustard Green Scholar Cake
Client
Qiumei Preserved Mustard Green Scholar Cake
Service
Packaging Design
Team
CD:Kevin
D:AGANG
3D:Mega
T:2022.12
Qiumei Preserved Mustard Green Scholar Cake
Service
Packaging Design
Team
CD:Kevin
D:AGANG
3D:Mega
T:2022.12
Through systematic brand visual and packaging design upgrades, Qiumei Preserved Mustard Green Scholar Cake has successfully transformed a local intangible cultural heritage snack into an internet-famous hit product with daily sales exceeding 10,000 units and demand outstripping supply. The refreshed product quickly gained market recognition — the new product sold nearly 10,000 orders in just one evening after launching on the "Every Full Life" platform; founder Pan Qiumei tested the waters of livestream selling, generating 27,000 RMB in sales within 2 hours, with a single livestream video channel reaching over 400,000 views and single-session sales reaching over 370,000 RMB. At the product level, the "Jiande Scholar Cake" has successively won multiple heavyweight honors, including "Top Ten Famous Snacks of Zhejiang," "Top Ten Famous Snacks of Hangzhou," and the Top 100 Zhejiang Rural Specialty Snacks. The brand's parent company, Qiumei Food, has annual revenue exceeding 200 million RMB, and the craft of making Daodu vegetables has been listed as Zhejiang Provincial Intangible Cultural Heritage. From a local snack on the streets of Jiande to an internet-famous intangible cultural heritage delicacy reaching the whole country, Qiumei Preserved Mustard Green Scholar Cake uses design-driven brand upgrading to bring traditional flavors renewed commercial vitality in the new era.
Qiumei Food belongs to Zhejiang Qiumei Food Co., Ltd., founded in 2001. It is a provincial-level backbone agricultural leading enterprise and a national agricultural product processing demonstration enterprise integrating research and development, cultivation, processing, and sales. The company's leading products include Daodu vegetables, Scholar Cake, Fangla sauce, preserved mustard greens, and other series. Qiumei Daodu vegetables have successively won 27 gold awards at the China Agricultural Products Expo and the Zhejiang Agricultural Expo, as well as the title of "Top Ten Most Popular Brand Agricultural Products among Citizens at the Zhejiang Agricultural Expo"; the "craftsmanship" of Qiumei Daodu vegetables has been listed as Zhejiang Provincial Intangible Cultural Heritage. Founder Pan Qiumei has been awarded titles including National March 8th Red Banner Pacesetter and National Top Ten Female Farmer Scholar.
This project involved creating a brand-new brand visual and packaging design system for Qiumei Preserved Mustard Green Scholar Cake. The core objective was to help this local intangible cultural heritage delicacy, which holds the honor of "Top Ten Famous Snacks of Zhejiang," establish differentiated brand recognition in the fierce market competition of prepared foods and leisure snacks, allowing traditional flavors to reach the new generation of consumers in a more contemporary way. Research conducted before the project launch revealed that Qiumei Food's original packaging was overly simple and lacked design novelty, with most products primarily packaged as gift boxes, resulting in insufficient convenience for daily life; in an era of rapid iteration in leisure food culture, product packaging urgently needed rejuvenation upgrades and creative design empowerment. Based on this insight, we established the design direction of "intangible cultural heritage + youthful expression." The packaging visual is rooted in Jiande's local culture, integrating the cultural symbol of "Scholar" with modern aesthetics, injecting fashionable flair while preserving traditional charm. Through systematic visual language and packaging structure innovation, every piece of Preserved Mustard Green Scholar Cake is not only an intangible cultural heritage delicacy on the tip of the tongue but also a portable cultural calling card of Jiande, allowing traditional snacks to enter thousands of households with a brand-new brand posture.