How to interpret Disney's moon cake creativity during the Republic of China?

This is a wonderful journey.

Text Life was invited by the authorized company of Disney Group to participate in the development of new moon cakes for Disney Mid-Autumn Festival on 20 15, and cooperated with Starbucks and H? Like Argan Days and McDonald's, Disney hopes to have a deeper understanding and integration with China through a new interpretation of China's ancient festivals.

Texture is a team that is good at creating and developing oriental aesthetic products. It maintains and operates politeness and restraint based on the oriental "ritual" culture. Brand, so when two brands representing two completely different cultures and aesthetic orientations decide to do one thing together, it must be an incredible thing.

Disney's China lineage.

In China, Disney is a very symbolic brand, and Mickey is the most distinctive spokesman of the Disney brand. Therefore, the development idea of Disney moon cake products is to connect Mickey with the Mid-Autumn Festival, the oldest festival in China.

What happened? Looking through the materials, we found that the earliest intersection between Disney and China was in the early years of the Republic of China. At that time, Disney's cartoons had been shown in cinemas in Beijing (also known as Peiping), Shanghai and Guangzhou, and Mickey, as the protagonist of the cartoon, met the audience in China early.

In recent years, China's "Republic of China fever" continues to heat up. In some ways, the Republic of China is a "beautiful era" in the eyes of intellectuals in the past hundred years. People's hearts have changed, new ideas are surging, the monarchy has collapsed, the dawn of democracy, science and freedom is close at hand, masters have come forth in large numbers, and heroes, teenagers, celebrities and beautiful women are all over the sky, creating endless imagination of the times.

Disney moon cake products

What is the creative connection and breakthrough point with the Republic of China?

Disney and the Republic of China, how to establish the creative connection between them and how to find the creative entrance of product development?

Back to the Mid-Autumn Festival itself, the greatest significance of this festival is reunion. What is reunion? Just stay with my family, eat moon cakes, Yue Bai, and chat at home. Moon cakes represent people's yearning and imagination for their hometown and relatives, and the taste of moon cakes is part of people's memory of Mid-Autumn Festival.

Taste is so important, why not creatively disassemble it as a starting point:

1. The flavor of the Republic of China-the unspeakable Republic of China, people's imagination of the Republic of China, there is room for cultural implantation, and people's preference for the Republic of China can also be transformed into the market;

2. The taste of moon cakes in the Republic of China, which is the second level disassembly, is used to guide product research and development, taste selection, deployment and sales.

These two flavors contain two levels of development thinking of Disney moon cake products, one is market thinking, which is about the concept of market occupation and overall planning, and the other is R&D thinking, which is about taste R&D and selling appearance. With the support of these two levels, the next creative clue becomes more interesting: to explore! !

Mickey explored and roamed the Republic of China.

Let who go to the Republic of China to learn about it?

The symbol of Disney is Mickey. Then, taking it as the protagonist, we will go back to that era and start a roaming trip to explore the Republic of China. With its perspective and taste buds, we will record and experience the most classic characteristics and unique local flavor of every city it has experienced, and string together a complete and full creative line with time/year, space/city, memory/taste, footprint/creative material.

In the end, the product is based on the creative concept of "Mickey Mouse Roaming in the Republic of China", and works are carried out around four cities in the Republic of China: Beijing, Shanghai, Guangzhou and Kunming. These four cities just represent the four schools of moon cakes in China: Beijing/Soviet Union/Guangdong/Yunnan!

Four cities, four schools and eight most attractive flavors are selected, which combines the three levels of feeling, vision and taste in the Republic of China. The next development work leaves two most important projects: taste debugging and packaging design.

Created by famous contemporary artists.

The taste debugging work is completed by the supplier designated by Disney, who is also a long-term supplier of moon cakes in international luxury five-star hotels such as Marriott, Shangri-La and Intercontinental, and also a supplier of Guangzhou cuisine moon cakes.

As for packaging, in order to make creativity better and meet the high expectations of the Disney team for new Disney moon cakes, the texture life team not only made full cultural preparations and creative implantation, but also invited RLON, an internationally renowned illustrator, to tailor the packaging illustrations of Disney moon cakes with Mickey Mouse roaming in the Republic of China as the creative script. Most of his works combine the traditional visual elements of the East with the formal expressions of the West, while retaining the unique appreciation of his works.

Then, the overall quality of life is coordinated, creative illustrations are integrated into product packaging, and more amazing experience elements are added:

The appearance is a suitcase from the Republic of China, which seems to have traveled through time. When the suitcase is opened, a personal letter from a friend, accompanied by a Mid-Autumn Festival newspaper of the Republic of China, tells the anecdote of that era, which reads like going back to that era.

After the ultimate experience, let the tip of your tongue wander between aesthetics and taste.

The "Republic of China Model" of Global Limited Time and Limited Supply

Although Disney is a global brand and Mickey's fans are all over the world, considering that the Mid-Autumn Festival is a unique festival for China people, and the Republic of China is a part of China's history, Disney's moon cakes of the Republic of China, although blending Chinese and Western genes, have strong localization characteristics.

Therefore, Disney's moon cakes of the Republic of China are sold in limited time. They are only sold in Chinese mainland, while stocks last. Disney fans, Mickey Mouse fans and "Republic of China fans" from Hong Kong, Macao and Taiwan and overseas can only buy this product through the online platform.