Dayuan's Brand Strategy - Sister Chao's Notes
Our strength lies in creating competitive advantages and brand value through innovative brand strategies and recognition. Accurate market analysis and marketing experience, combined with robust and flexible media operations, can rapidly amplify our presence and significantly impact our bottom line.
The hand-shaken drink market is a fiercely competitive red ocean. Before becoming Dayuanzi's consultant in 2019, the company was facing three years of stagnant growth. By leveraging its strengths, repositioning the brand and developing a new CI vision, the company significantly enhanced its brand value. In 2020, the average order value across all stores increased by 20%, a remarkable success story in the industry.
Key turning point
Case Studies
2020
Taiwan's No. 1 Fresh Fruit Brand
Standing out from the crowd of hand-shaken drinks, Dayuanzi has established a distinctive brand identity, allowing consumers to once again see its long-term commitment to fresh fruit safety, its in-depth procurement of more than 500 tons from production areas, and its support for high-quality second-generation farmers. In 2020, it enhanced its fashion sense through the new store format "Dayuanzi City Hall Dream Store" and CI design, coupled with the launch of a number of eye-catching new products, accumulating a large amount of continuous media coverage along the way, thus establishing its position as Taiwan's number one fresh fruit brand.
Brand Strategy
Manage media relations and reshape brand image
Brand Strategy
01
Media Communications
Brand Positioning - The leading brand of freshly squeezed fruit
Positioning itself as Taiwan's leading brand of freshly squeezed fruit, and overturning its long-standing image as a hand-shaken drink brand.
Starting from the purchase of the origin, we emphasize the value of fresh Dayuanzi fruit that has passed agricultural inspection and is fresh.
Arrange media interviews with the founder, who comes from a farming family
02
Brand recognition
Visual Reinvention of a New Business Model
City Hall Dream Store
The overall design concept of the space is to reinterpret the image of early Taiwanese ice cream parlors in a modern city.
The main color of the space adopts the elegant dark green of the Dayuan sub-brand, and uses white tiles and hand-painted fruit illustrations and other slightly retro elements.
The interior design combines a modern feel and recreates the classic Taiwanese aesthetic by blending memories from different eras.
Therefore, consumers of all ages can enjoy the space.
Find the resonance of memory and create your own unique memories of Dayuanzi Ice and Fruit Parlor.
Establish a concept store
It is recommended to set up large concept stores in tourist areas and urban core areas and completely upgrade the CI to subvert the existing image, create topics and drive double-digit growth in the average customer spending and overall revenue of all stores.
Expand diversified fresh fruit products
Breaking the existing hand-shaken fresh fruit presentation method, the trend should be extended to creative ice desserts and also offering cut fruits to expand the customer base and age range.
NEW CI
New corporate identity design
Selected media reports
Featured media coverage
Interviews and reports
2020/12/25
2020/10/24
2020/10/11
2020/10/03
2020/08/18
