Haipai Sweeties | Polly's Website

Haipai Sweeties
海派甜心

Type: Branding & Identity, Self-Media Design
Year: 2021

The ancients said: "Food is the heaven for the people." Food culture is one of the most accessible cultures in people's lives. Food is important in human interpersonal communication, feelings, and desires. It reflects the economic conditions of an era and also reflects the cultural environment and secular life of people at that time.

The sweet old taste of Shanghai - Traditional Haipai pastries is essential in interpreting Shanghai's history, people's conditions, and Haipai culture. Today, traditional Haipai pastries lack fresh vitality and young people's attention and are in a precarious position.

The author reinterprets these traditional Haipai pastries from both a visual and a self-promotional perspective. In this way, they are given a new brilliance in contemporary society. The aim is to eliminate the prejudices of today's young people, to feel their charm better, to fall in love with the lifestyle and spirit they convey and to breathe new life into people's lives.

Format:

VI System, WeChat Official Accounts, Series of objects

LOGO

Brand Colours

Lively, cheerful and positive

Vibrant and thriving

Passion and aspiration for a wonderful life

Adaptability of The Logo to Different Media.

Dessert Element Extraction
Ancillary Graphics

哈斗 Ha Dou

别司忌 Bie Si Ji

蝴蝶酥 Hu Die Su

白脱小球 Butter Ball

西番尼 Xi Fan Ni

奶油小方 Nai You Xiao Fang

WECHAT OFFICIAL ACCOUNT

Why WeChat Office Account?

In China, WeChat Office Account is a very powerful social media platform to promote brands and communicate with users. However, existing traditional Haipai pastry brands do not pay much attention to this aspect. As an emerging self-publishing brand for the youth, Hapi Sweeties naturally did not miss this opportunity. So this is generally the first online channel you'll encounter with us.

WeChat Offical Account is an essential part of the brand. It serves as a platform for communication and interaction with the young. No boring lectures or science, and not just an introduction to…… These are in keeping with the spirit of what the brand is trying to convey.

PRODUCT PROMOTION VISUALS

What Is The Unique Character of Traditional Haipai Pastries?

The traditional Haipai pastry brands have almost no visual packaging or promotion for the pastries. According to research, young people generally consider the existing visuals to be very "rustic". Therefore, the designer started with the 'character of the dessert', creating different personalities for different desserts through taste, appearance, and history as a storytelling element for the brand. (For example, Ha Dou is a carefree cowboy-like sweetheart who is cold on the outside but warm on the inside.) Together with a bright visual style, this makes the visual language of the dessert.