rlon illustration-How to interpret the creativity of Disney’s Republic of China-style mooncakes?

How to interpret the creativity of Disney’s Republic of China-style mooncakes?

Does Disney also make mooncakes?

This is a wonderful journey.

Quality Life was invited by the Disney Group’s licensee to participate in the development of new Disney Moon Cake products for the 2015 Mid-Autumn Festival. Like Starbucks, Hagen-Dazs, McDonald’s, etc. in making moon cakes, Disney hopes that through a new interpretation of the ancient Chinese festival, A deeper understanding and integration into China.

Quality is a team that specializes in creating and developing oriental aesthetic products. It owns and operates Welfare and Modesty, which is created with the core value of oriental "ritual" culture. Therefore, when two represent two It is bound to be an incredible thing for brands with completely different cultural and aesthetic orientations to decide to do something together.

Disney’s Chinese origins

In China, Disney is an extremely symbolic brand, and Mickey is the most distinctive spokesperson for the Disney brand. Therefore, the development idea of ??DisneyMoonCake products is to let Mickey follow the brand Mid-Autumn Festival---the oldest festival in China.

What is the relationship? When looking through the information, we found that the earliest intersection between Disney and China was in the early Republic of China. At that time, Disney cartoons were already being shown in movie theaters in Beijing (still called Peking), Shanghai, and Guangzhou. Mickey, as the protagonist of the animation, had an early encounter with Chinese audiences.

In recent years, the "Republican fever" in China has continued to heat up. In some respects, the Republic of China is a "beautiful era" in the eyes of intellectuals in the past century. People's minds have changed, new ideological trends have surged, and the imperial system has collapsed. The dawn of democracy and scientific freedom is just around the corner. Masters emerge in large numbers, young heroes, famous officials and beauties are as bright as stars, creating endless imagination for the era.

DisneyMoonCake product

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

How to establish the creative connection between Disney and the Republic of China? Find a creative entrance to product development?

Going back to the Mid-Autumn Festival itself, the greatest significance of this festival is reunion. What is reunion? It is being with family members, eating moon cakes, worshiping the moon, and talking about homely things. Moon cakes represent People will never let go of their hometown and relatives, and the taste of mooncakes is part of people's Mid-Autumn Festival memories.

Taste is so important, why not break it down creatively as an entry point:

1. The taste of the Republic of China---the style of the Republic of China that can be understood but cannot be expressed in people's minds The imagination of the Republic of China era has room for cultural implantation, and at the same time, people's preference for the Republic of China style can be transformed into the market;

2. The taste of the mooncakes of the Republic of China, this is the second level The disassembly is used to guide product development, flavor selection, blending and sales.

These two flavors include two levels of development thinking for Disney Moon Cake products. One is market thinking, regarding market occupancy and overall planning concepts, and the other is R&D thinking, regarding flavor development and sales. With this With two levels of support, the next creative clue becomes more interesting: Go and taste the Republic of China!!

Mickey is looking for the Republic of China, wandering around the Republic of China

Who should be allowed to taste the Republic of China?

Disney’s symbol is Mickey, so N, let’s take him as the protagonist, go back to that era, and embark on a wandering journey to savor the Republic of China, using his perspective and taste buds to record and experience every city he has experienced. The most classic characteristics and the taste of the most unique place include time/era, space/city, memory/taste, and footprints/creative materials, forming a complete and full creative line.

In the end, the product was based on the creative concept of "Mickey Roaming in the Republic of China" and was created around the four cities of Beijing, Shanghai, Guangzhou and Kunming during the Republic of China. These four cities happened to represent the four major schools of Chinese mooncakes. Style/K style/Cantonese style/Dian style!

Four cities, four major genres, select the eight most tempting flavors, integrating the three aspects of the Republic of China: feeling, vision, and taste. , the next development work only leaves the two most important items: flavor debugging and packaging design.

Created by well-known contemporary artists

The taste adjustment work is completed by Disney’s designated supplier, which is also the supplier of mooncakes for international luxury five-star hotels such as Marriott, Shangri-La, and Intercontinental A long-term supplier, we are also the mooncake supplier of Guangzhou Restaurants.

As for the packaging, in order to better implement the creativity and meet the Disney team’s high expectations for the new Disney Moon Cake product, the Quality Life team not only made sufficient cultural preparations and creative implants, but also invited international The well-known illustration artist RLON is the main author. RLON uses Mickey's roaming in the Republic of China as a creative script to tailor-make the packaging illustrations for Disney Moon Cake. Most of his work styles combine traditional Eastern visual elements with Western formal expressions, while retaining the unique style of his works. ornamental and visual performance.

Then, quality life is overall coordinated, integrating creative illustrations into product packaging, and adding more amazing experience elements:

The appearance is like a journey from the Republic of China through time. After opening the suitcase, I saw a souvenir from a friend with warm greetings and a copy of the "Zhongqiu Newspaper" of the Republic of China. It told interesting anecdotes from that era, and reading it felt like going back to that era.

After the ultimate experience, let your tongue wander between aesthetics and taste and start a roaming tour of four cities and eight flavors.

The "Republic of China style" with limited time and limited supply around the world

Although Disney is a global brand and Mickey has fans all over the world, considering that the Mid-Autumn Festival is a unique festival for the Chinese, the Republic of China is China It is part of history, so although Disney’s Republic of China-style mooncakes combine Chinese and Western genes, they have strong localization characteristics.

Therefore, Disney’s Republic of China style mooncakes adopt a limited time and limited sales strategy. They are only sold in mainland China and are sold while stocks last. Disney fans, Mickey fans and "Republic of China fans" from Hong Kong, Macao, Taiwan and overseas can only purchase this product through online platforms.