CHA CHA CHA

Process Book University of San Francisco Spring 2018 Pengxin Guo

The project Reconsidered needs us ,as designers, to reconsider the existing packaging of a ubiquitous item and understand the differences between brand identity and branding.

I chose the ChaCha sunflower seeds that can be easily found in Asian market. It’s a familiar food product to most Chinese. I try to consider as many aspects of the products as possible to improve it.

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I redesign the mark and constructed packaging

Background Chacha Company

History

Chacha Food Company was founded in

The company was listed and started to

2001 in China. It is one of the largest

export products in 2011. Their target

producers of seeds (food) in China. The

audience are Chinese and first generation

main productions are nuts, baked food

Chinese Americans. As the leading brand

and chips and other snacks. Sunflower

of Chines roasted seeds and nuts industry,

seeds are the most successful products

the products are exported to over 30

they have.

countries and regions at home and abroad.

However, the company nowadays is no

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longer the leading figure.

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Brand Identity The name of the company “Chacha” comes from the dance ChaCha to express the dynamic rhythm that matches their principle of making people happy. The brand launched a new image of “more stylish, and happier.” The company adheres to the mission of “creating delicious products, spreading happy taste”. After nearly 10 years of development, the product line has become very rich. The company has successfully promoted “Chacha delicious melon seeds”, “ Delicious”, and other produced by

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consumers.

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Why Stands Out

Competitors

In the name of ChaCha company, they

There are many competitors in the

add the meaning of water to the Chinese

Chinese market recent years. Those new

character because the sunflower seeds are

brands become more successful than

boiled, cooking in the water. The cooking

ChaCha but ChaCha still has a huge base

method reduces the chance of smearing

of customers. However, those competitors

hands and it’s more healthy. They used

are not easy to found in Asian markets in

to have culture cards with Tang poetry

the U.S. so ChaCha has many opportuni-

and comics in each pack in order to en-

ties in the U.S.

hance the brand quality, compared with the traditional seeds and nuts companies.

They also use kraft paper bag and Chinese envelope designs to enhance the brand identity. These are also reasons why Cha-

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cha company stands out.

China

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USA

Brand Attributes (old) Old Fashioned Packaging, Long History

Healthy, Unique cooking method

Rich Product Line, Chinese Market

Flavor Different flavors

Leader Leading figure of the industry Cheap Low Price

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Simple Packaging

Delicious, Happy, Reputation...

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*Different flavors and packaging that ChaCha sales in China

Opportunity Research I did some research, trying to find the white space for the product. I found out that the price and the nutrition are consumers most concerned about.

Comparing with competitors in the U.S., Chacha sunflower seed is the cheapest but the most unhealthy one. Chacha adds many additives to their products in order to make it more delicious.

However, in China, Chacha is not the most unhealthy one but it’s still the cheapest so Chacha actually has a stable source of

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customers.

Healthy

U.S.

GIANTS David

Opportunity Planters Chacha

Not healthy

Not affordable

Healthy

Affordable

CHINA

Bestore

Be Cherry

Opportunity Chacha Three Squirrels

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Not healthy

Not affordable

Affordable *Healthy–base on the addictives

Survey I also did the survey about the reasons why Chinese international student buys products from the brand based on the price and the taste. I found out that although Chacha is not the most delicious one among the brands, it has the best price for students. $1.98 for 8.82 oz (250g).

Also, Chacha sunflower seeds are the only Chinese nuts brand that you can easily reach in Asian markets in the U.S. Chacha sunflower seeds actually remind Chinese of their childhood because Chacha used to target at my parents or grandparents generation and it

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became the food that we eat in our childhood.

Delicious

Buy

Bestore Be Cherry Three Squirrels

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Chacha

Solution New Audience and Position My new target audience will be young generation Chinese Americans, International students and also bilinguals. I rebranded Chacha food company into CHA CHA CHA food company to add more energy to the name and attract young people.

Modern, Young, energetic, small, convenient and cheap are the

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new attributes.

Company Name List ChaCha Mini ChaCha ChaCha to go ChaCha snack pack ChaChaCha

Tagline Every happy seed Happy & Delicious Small, Happy, Delicious Eat and Dance

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Happy in your pocket

Logo–Skatches

Monogram

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Wordmark

Combine the Chinese character with English shows the region and brand identity

Simple and clean–shows the product

Pictorial

Character

Cute–attractive to young people

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Abstract

Shows the unique cooking method and products

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Combination

Computer Rendering

Chachacha

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Combine the Chinese character with English and add sunflower seeds as part of the Chinese character. Chinese characters traslate into Chacha.

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Add more pictorial elements into the logo to points out the product

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Cartoon characters make the logo more interesting to draw young people’s attention

Signature

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This works better for my target audience

CHA CHA CHA

ChaChaCha

CHACHACHA

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CHA CHA CHA

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Final

Font Gotham Rounded

Color Green

Ornage

Green resemble the idea of organic and natural growth. Green color also relates to the health and plants.

Orange resemble the idea of harvest

#315629 C78M41Y100K39 R50G87B41

f16521 C0M75Y100K0 R242G101B34

User Test gives the feeling of modern, young, and energetic. The logo is also special because it combine two languages together to attract bilinguals.

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The user tests show that the new logo

Packaging According to the survey of the original packaging of ChaCha, many customers think that it can be improved. The packaging used to be of a large size and there is nowhere to reseal The packaging cannot stand on its own which is very inconvenient.

To eat unshelled sunflower seeds, a trash can is very necessary.

Also, the packaging is old-fashioned so most young students find it not attractive. The packaging is made only of the paper which

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is compostable and sustainable.

Packaging Ideas

Paper Box

Box with two layers.

One is for trash and the otheris for sunflower seeds.

Paper Jar

The lid of paper jar can be the trash can.

Paper bag is more successful and it is better for students.

The whole packaging is made up of paper so it is compostable.

It can also be resealed.

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Paper bag

Packaging Design Outer

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Inner

I decided to use kraft paper that is often used for food product and seperate two areas for both products and trash.

The size is only half of before, which is right for a day. The whole packaging is

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compostable.

Small, Happy, Delicious