Thinking comes before design.
Strategy · Identity · Packaging
Airport Connect: defining a travel brand
For the Airport Connect project, Xingkong Dahai worked on the foundational question of brand positioning: defining the value the brand offers travellers. The original article introduces this positioning work.
Read article ↗2022-06-15 / Brand strategyBuilding brand value for a B2B business
Ai Si Pu is a B2B business focused on LED packaging. Xingkong Dahai supported its brand development. The original article notes that business purchasing has distinctive characteristics and places particular importance on a brand’s values and proposition.
Read article ↗2022-04-18 / Packaging designYantang yoghurt: a packaging challenge across formats
The original article describes Yantang’s established position in the South China dairy market. It contrasts the performance of a 250 ml original yoghurt drink with a newer 946 ml format using the same formula, introducing the packaging challenge faced by the larger product.
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