INNOVATION DOESN'T NECESSARILY HAVE TO BE RADICAL

The ultimate inheritance of Xu Fu Ji's brand impression is also an innovative move

Customer/Xu Fuji

Packaging design

Condensed heaven and earth, simple yet precious

Xu Fuji's Sachima Collection

As a national pastry promoter, Xu Fuji has always adhered to

The concept of "strictly selecting high-quality raw materials from the place of origin to present a natural and delicious taste" has been explored in many parts of the world, exploring high-quality raw material production areas,

It is only for creating each Sachima carefully to restore the natural flavor.

This design aims to create a packaging vision highly consistent with the brand concept of "strictly selecting good raw materials from the origin, presenting natural good taste" for Xu Fuji Sachima's "Zhenxuan Series". The design revolves around the core narrative of "global selection, natural flavor", and through the careful creation of color, layout, and texture, tells a story about quality, traceability, and natural gifts in every inch.

Design abandons all complexity and redundancy, following the principle of "less is more", and completely surrenders the visual center to the product itself.

We choose high saturation Klein blue as the packaging base color. This blue is known as the 'ideal blue', it is deep, calm, and highly modern. Its color imagery perfectly embodies the brand's exploratory spirit and rigorous attitude. The front side of the package adopts high-quality product physical close-up, which clearly shows the puffy texture of Sachima and the plump nuts of hazelnut. Every detail is conveying intuitive information of 'real materials' to consumers. The brand logo "Xufuji Sachima" and "Zhenxuan Series" have been carefully typeset, and the font is simple and powerful, clear and readable. They are like a reliable seal, imprinted on the packaging, a condensed reflection of the brand's nearly thirty years of national trust.

The overall design combines simplicity and elegance with luxury, and showcases warmth through rational exploration, perfectly highlighting the core value of the product's "exquisite selection".

2021