全国各地都有代表性的老字号中式糕点品牌，比如北京稻香村、上海杏花楼、杭州知味观、广州酒家等，这些品牌的月饼均在业务中占据重要地位。然而，作为中式糕点发源地之一的天津，当地还没有强心智的月饼品牌，这给了祥禾月饼巨大的品类机会。

在祥禾饽饽铺与贤草的第二个战略合作年之际，贤草向祥禾提出“祥禾月饼品牌化”，即聚焦中式点心最大刚需场景——中秋，将“祥禾”品牌名寓意“祥和”的优势禀赋与百年手艺相结合，正式推出子品牌“祥禾月饼”。

月饼品类上，产品选择了南北方认知最为广泛的五仁月饼进行改良；在包装方面，整体设计思考聚焦在沉淀品牌心智上，提炼出3大设计元素：故宫元素-采用象征正统、寓意天地四方的三交六椀纹符号；嫦娥奔月-千年传承的中秋文化符号；祥禾八角楼-百年祥禾的视觉符号，进行产品设计落地，这些经典的元素，可以持续应用与延展，形成市场对祥禾月饼的心智沉淀。

在2023年中秋季，在月饼市场整体下行环境下，祥禾月饼逆势增长超80%，正在成为天津人中秋季首选的月饼品牌。

On the occasion of the second year of strategic cooperation, Visdom proposed to Xianghe "Xianghe Mooncake Branding", i.e, focusing on the day of biggest demand for Chinese dim sum - Mid-Autumn Festival, combining the advantage of the "Xianghe" brand name meaning "peaceful" with century-old craftsmanship, and officially launched the sub-brand "Xianghe Mooncake".

In the category of mooncakes, the product selected the five-nut mooncakes that are most widely recognized in the north and south for improvement; in terms of packaging, the overall design thinking focuses on the precipitation of brand mind, and extracts 3 major design elements: Forbidden City elements - using the three-cross six-bowl pattern symbol that symbolizes orthodoxy and implies the four directions of heaven and earth. Chang'e flying to the moon - the cultural symbol of Mid-Autumn Festival that has been passed down for thousands of years. Xianghe Octagonal Building - the visual symbol of Xianghe for a hundred years, to implement product design. These classic elements can be continuously applied and extended to form the market's mental precipitation of Xianghe mooncakes.

In the mid-autumn season of 2023, under the overall downward environment of the mooncake market, Xianghe mooncakes grew by more than 80% against the trend, and are becoming the preferred mooncake brand for Tianjin people in the mid-autumn season.

客户：祥禾饽饽铺

时间：2023

团队：Rock、Tina、Sean、Yang Shuai、Longlong

Client：Xianghe Bobopu

Time：2023

Team：Rock、Tina、Sean、Yang Shuai、Longlong