Nestlé China | Campaign 呈味空间 Cheng Wei Kong Jian, 徐福记 Hsu Fu Chi

呈味空间 徐福记 Gallery
Nestlé China - 徐福记 Hsu Fu Chi, 呈味空间 ChengWeiKongjian - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
徐福记 (Hsu Fu Chi) is a Chinese company, based in Dongguan, China, that manufactures various confectioneries, biscuits, chocolates, jellies, sachima, and snacks. The company majority is owned by Nestlé (首页), and minority owned by the Hsu family. The company is well known for creating the popular “pick and mix” format, typical of traditional Chinese candies stores. 徐福记 ChengWeiKongJian is one of the latest sub-brand created by the mother brand 徐福记 Hsu Fu Chi. Both products are only distributed in China and do not have English names.

Details

Brand : 徐福记 Hsu Fu Chi, 呈味空间 ChengWeiKongJian
Team : MADJOR – a Labbrand Group company (Shanghai)
Services : Campaign creation, Art direction
Platforms : 微信 WeChat Tencent, 新浪微博 Sina Weibo
Status : Ideation, Conceptualization, Prototyping

Context & Challenges

The following content introduces a short selection of creative items made for 徐福记 Hsu Fu Chi (HFC) and 呈味空间 ChengWeiKongJian (CWKJ). The first part is the moodboard and researches for the corporate campaign of the mother brand 徐福记 Hsu Fu Chi (HFC); the second part is dedicated to the re-launch campaign of the newest sub-brand created by 徐福记, named 呈味空间 ChengWeiKongJian (CWKJ).

呈味空间 Campaign | Creative extracts

Nestlé China – 呈味空间 – Creative direction by François Soulignac, Chinese market insights by Joyce L., Cynthia S. and Kerwin Z.

Items: Campaign concept, Key visual (concept and prototyping), Video storyline, Video storyboard. Content: Campaign for 呈味空间 ChengWeiKongJian cakes. Market: China. Job done: Co-creative direction with Chinese team (account manager, project manager and junior digital designer); art direction, supervision of illustration for storyboard, client presentation.

徐福记 Key visual | Initial creative routes

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - CREATIVE DIRECTION OVERVIEW - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Directions overview. Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

徐福记 Art of Snack | Flag

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - ART OF SNACKS - FLAG - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Art of Snack (Flag). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

徐福记 Art of Snack | Map

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - ART OF SNACKS - MAP - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Art of Snack (Map). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

徐福记 Art of Snack | Pick & Mix

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - ART OF SNACKS - PICK AND MIX - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Art of Snack (Pick & Mix). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

徐福记 Time Machine | Cool Daddy

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - TIME MACHINE - COOL DADDY - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Time Machine (Cool Daddy). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

徐福记 Time Machine | Old Flying Man

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - TIME MACHINE - THE OLD FLYING MAN - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Time Machine (Old Flying Man). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

徐福记 Time Machine | We Love HFC

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - TIME MACHINE - WE LOVE 徐福记 HFC - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Time Machine (We Love HFC). Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

Conclusion | Summary

Nestlé China - 徐福记 Hsu Fu Chi - Corporate campaign - CONCLUSION RECAP - Francois Soulignac - Digital Creative & Art Direction - MADJOR Labbrand Shanghai, China
Nestlé China – 徐福记 Key visual – Conclusion / Summary. Notes by Francois Soulignac, MADJOR Labbrand Shanghai, China

Items: Key visual concept and prototyping. Content: Corporate campaign for 徐福记 Hsu Fu Chi cakes. Market: China. Job done: creative direction; art direction.

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