Sungiven Foods Canada Inc.
Role: Graphic Designer
Sungiven Foods Canada is a grocery chain that aims to provide “Healthy Daily Meals” to it’s consumers. Originating from Xiamen in China, Sungiven focuses in creating private branded products so that it can oversee the entire manufacturing process - from harvesting the ingredients to how they are packaged and displayed in stores. In doing so, we can be confident that our products are top quality in terms of ingredients and the handling process. Our ultimate goal is to position ourselves as a friendly neighborhood grocery store that sells fresh and natural products with little or no added preservatives.
My main responsibilities as the Graphic Designer is to work alongside our Art Director and Marketing Director to evolve our brand while still retaining our essential art direction for both in-store visuals and product labels.
“Freshest Greens in Your Neighbourhood” Campaign
This campaign was initiated to promote our bagged leafed produce as well as to educate customers on how our fresh greens differ from our competitors. The marketing team’s goal was to emphasize that the “middle man” stage of the process was removed, resulting in fresher greens delivered faster to our stores. This was a huge advantage compared to our wholesale competitors like Superstore or even Walmart because the delivery time is significantly shortened, which equals cheaper costs and fresher products. The challenge in creating the creative materials for this was that it needed to include both English and Chinese copy while maintaining a clean flow of hierarchy.
Out of all the messaging we wanted to include, we had 3 to highlight:
a) the title of the campaign: “Freshest Greens in Your Neighbourhood”
b) the promotion: “Receive one free bag of leafy greens with a purchase of $49 or more”
c) the selling point of “it only takes 72 hours for the product to be delivered from farm to store”
The campaign’s initial drafts were focused on the promotion: “Receive one free bag of leafy greens with a purchase of $49 or more”. The initial thought was to bring more customers into the stores through attractive promotions. Data from 3 locations (City Square, Burnaby Hastings, West Broadway) was received showing higher store traffic when promotions or seasonal gifts like “Lai See” or “Red Pockets” (Chinese New Year envelopes used for monetary gifts) were active.
Below were posters that was proposed at the beginning stage.
However, instead of focusing on promotions, our team lead approached us with the alternate focus of educating customers about our products and goods. This new direction was understood to help Sungiven’s brand as a whole, focusing on the brand's core values instead of strategizing around short term sale goals. With this change in direction, our team had to rethink the hierarchy of information we were presented with and ultimately settled on the new messaging: “72 hours direct from farm to store”.
In efforts to reduce the likelihood of (i) customers asking which produce was on promotion and (ii) the staff having to memorize the sales, we also included smaller details of the promoted items on the final assets.
Final creative materials included a standing poster, fridge banners, letter-size posters, and assets for our social channels (Instagram, Facebook, WeChat).
Again, emphasizing our need to promote Sungiven’s brand and its values, we created a series of social posts to further educate our clientele.
1) One posts explains what the benefits of selling our produce by unit rather than in pounds. This information was presented in a casual and fun tone, using a banana.
2) Another series we made focused on introducing different types of apples. We looked into values that customers care about when purchasing apples, and simplified it to point form so that it’s quick and easy for our audience to digest.
