Case Study 138 – Ru Shui Nuts
Background:
Ru Shui Nuts have been selling well in high-end import supermarkets for almost 30 years and have now covered thousands of large supermarkets nationwide. In 2021, Hua & Hua collaborated with Ru Shui Nuts for the first time to create brand proverbs, Super Sign and new product packaging design, establishing a new brand equity for Ru Shui Nuts and unleashing its noble brand value.
Brand Naming (Picture 1):
Ru Shui Nuts: Let the Ru Shui brand firmly occupy the nut industry and insist on using Ru Shui Nuts whenever nuts can be used. We can do it by establishing the brand awareness that "Ru Shui is nuts."
Brand Proverbs (Picture 2):
Ru Shui Nuts, The Aristocratic Nuts.
The situation of Ru Shui Nuts at that time was that they had high-quality products but was lacking a high-end brand equity. How could Hua & Hua unleash the high-end quality of Ru Shui Nuts and motivate consumers to purchase with a single sentence? First, the brand name should be highlighted: Ru Shui Nuts, but what kind of nuts? Hua Yu Hua found the word "aristocratic," a superlative term, forming the brand slogan "Ru Shui Nuts, The Aristocratic Nut." The word "aristocratic" is used in various industries to describe the highest-end brands, such as Rolls-Royce being the aristocracy of automobiles, Patek Philippe being the aristocracy of watches, and Chanel being the aristocracy of bags. "Ru Shui Nuts, the aristocratic nuts" conveys the message of buying high-end nuts by choosing Ru Shui Nuts.
Discourse System (Picture 3):
1. Ru Shui Nuts, adhering to global direct sourcing from the country of origin.
2. Ru Shui Nuts, selecting only high-grade and high-quality nuts.
3. Ru Shui Nuts, employing double nut preservation technology to ensure product freshness.
4. Ru Shui Nuts, globally certified by SGS and FDA for dual quality assurance.
Super Sign (Picture 4-6):
1. Brand Role (Picture 4):
The Duke Squirrel utilizes the nut symbol, solving the problem of high memory costs associated with the Ru Shui brand name, unleashing aristocratic value, and enhancing bargaining power.
2. Brand Patterns (Picture 5):
Every great brand has a great symbol system. Hua & Hua found the timeless, aristocratic pattern: diamond type lattices. The diamond lattice has been an essential cultural symbol since 3300 BCE and has been widely used on bronze artifacts that only aristocrats could possess during the Bronze Age, carrying 5000 years of cultural significance. However, a single diamond lattice is not enough. Hua & Hua also combined it with the French national flower, the iris, to create the ultimate super pattern of the Ru Shui aristocracy.
3. Brand Logo (Picture 6):
By searching for the cultural matrix of aristocratic nuts, we utilized and transformed traditional symbols. What is the cultural matrix of nuts? Without much thought, "squirrel" emerged as the globally recognized cultural matrix for a nut brand. The squirrel symbol was transformed into a cultural matrix of the "Noble Duke," embodying the essence of royal nobility. Dressed in a handsome and dignified military uniform, it represents the epitome of aristocratic values.
Self-Media System (Picture 7-10):
Based on the Duke Squirrel Super Sign, a brand experience system is created to transform the production cost of social media into an advertising investment. The comprehensive implementation of the Ru Shui Nuts Super Sign unified the brand impression, continuously accumulating brand equity for Ru Shui Nuts.
Advertising Strategy (Picture 11):
High artillery: amplifying the dramatic effect of brand communication.
Packaging System (Picture 12-15):
The 6 key elements of the large round bucket packaging design:
1. Ru Shui Nuts taking the center stage, occupying the right industry attributes.
2. Super characters stepping up, empowering the brand.
3. An aristocratic border adorns the packaging, creating a strong visual display at the point of sale.
4. Prominent product naming, with clear origin information.
5. Production date displayed prominently, highlighting the freshness of the product.
6. Brand proverbs on the bottle cap, further accumulating brand equity.
Gift Box Packaging (Picture 16-18)
Standardized Execution Manual (Picture 19-26):
Through continuous improvement techniques, the sales of Ru Shui Nuts at the point of sale are enhanced. With the continuous improvement techniques of Hua & Hua, the product sampling activities of Ru Shui Nuts are improved, magnifying the brand information and product advantages of Ru Shui Nuts.
