DESIGNER

Oscar Leong

PROFILE/DESCRIPTION

The brand Yuki & Love is a very popular dessert and snack brand originating from Taiwan. Besides pineapple cakes, it sells mochi and boba snacks. It is sold in almost all Asian countries as well as in Asian markets in Western countries, such as Ranch 99 in the United States. As a result, it caters mostly to East Asians.  

GOALS

My aim is to make the design more simple and less cluttered, especially at the bottom. Additionally, I want to make the design more modern. Lastly, I want to appeal more to a non Chinese audience. 

PRIORITIES

1.  Branding

2. Product name 

 

3.  product

4.Pineapple flavor

TARGET AUDIENCE

My target audience is Asians of all ages, especially Chinese and Taiwanese people, who have always bought Yuki & Love and/or Taiwanese pineapple cakes, as well as  non Chinese people of all ages who are not as familiar with the brand and/or Taiwanese pineapple cakes.

BRAND CHARACTER

• Authentic
• Good tasting East Asian desserts/snacks  
• Reasonable prices
• Reliable

COMPETITIVE SITUATION

• Chia Te - Founded in 1975, it is one of the most well-known pineapple cake brands in Taiwan and has won awards for its pineapple cake. It claims to not use preservatives as well.  
• Sunny Hills - A newer pineapple cake brand, founded in 2008. It promises to only use high-quality,  locally-sourced ingredients,  uses Cayenne pineapp;es, and does not have any preservatives or artificial ingredients. It targets high-end and trendy shoppers.
• LeeChi - Another popular Taiwanese pineapple cake brand, the oldest out of this list. It specializes in a more traditional, old fashioned type of pineapple cake.