Background (Picture 1):
Dayao Beverages is Northern China's hidden champion in the Food and Beverages industry. To add on, they are currently still in a period of rapid development. It's products have expanded beyond Inner Mongolia and the Northern China market, covering the entire country. Dayao Beverages are very popular in over 31 provinces, municipalities and autonomous regions, including Tianjin and Beijing. Dayao Beverages are very popular in over 31 provinces, municipalities, and autonomous regions, including Tianjin and Beijing. Not only that, Dayao Beverages also exports to Mongolia. As to online platforms, Dayao Bevarages have its official flagship stores on platforms like JD.com, T-Mall and Pinduoduo. They gained popularity among consumers nationwide by conducting live-streaming sessions on DouYin official account every day. Dayao Beverages' flagship product, Dayao Jiabin, in beer bottle packaging, has a unique taste and is a classic flavor that orginated in the 1980s, it is also a popular choice among citizens. However, Dayao Beverages brand is currently in a situation where the channels are the driving forces but the brand awareness among netizens is still low. In July 2021, Dayao Beverages sought marketing efforts help from Hua & Hua to address the strategy to create a brand slogan and symbol for the Dayao Beverages brand. Hoping the strategy could bridge the gap with competitor and local brands, while targeting its presence to the China's Food and Beverages industry.
Discourse System (Pictures 2–3):
"Da Soda, Drink Dayao"
The large glass bottle symbol is Dayao Beverages' successful symbol, and Hua & Hua aims to elevate it by interpreting it differently. We would also establish the category discourse of "large soda bottle." Based on this, Hua & Hua proposed the "Da Soda" strategy and derived the brand proverb "Da Soda, Drink Dayao." "Da Soda" originates from Dayao's DNA of the "large glass bottle." The classic "Jiabin flavor" becomes popular wherever it goes. The 520-ml glass-bottled Dayao soda creates a stark contrast with the smaller drinks in the soda drink market and provides an affordable and grand product experience.
"Da Soda" also represents the refreshing and beer-like atmosphere of Dayao soda. From now on, sodas are divided into two categories: "da soda" and "small soda." Dayao pioneers the "era of large soda" in China.
To boost sales in physical restaurants, Hua & Hua created the slogan "Don't drink alcohol, drink Dayao," which is extracted from the most frequently used and effective expressions gathered from frontline consumers, distributors, and restaurant owners. It emphasizes choosing Dayao's large glass bottle instead of alcoholic beverages, providing a refreshing and grand experience at the dining table.
Brand Pattern (Picture 4):
Red, blue, and white stripes.
As a fast-moving consumer goods (FMCG) brand, the strategic focus of Dayao Beverage lies in product packaging. The product symbol of FMCG is the primary symbol of the brand. Building a brand symbol system on the product helps to accumulate brand equity. Hua & Hua discovered that the striped pattern has been consistently inherited in the packaging evolution of Dayao's core product, Dayao Jiabin, over the past 38 years. Therefore, Hua & Hua's goal is to continuously invest in the red and blue striped pattern and transform it into a super strategic pattern. The geometric, precise, uniform, and repetitive visual form can unleash tremendous psychological and social energy. Hua & Hua refines the pattern, increases its density, and adds a white stripe, forming a tricolor pattern of red, blue, and white. The density of the stripes is proportioned based on the colors of the French flag (red, blue, and white), creating the Dayao Beverage's super pattern: red, blue, and white striped pattern.
Packaging System and Self-media System (Picture 5):
Utilize the brand pattern to unify all packaging and self-media materials.
