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Industry Context

Mengjie, a premium bedding company, Mengjie has been actively involved in the production of high-quality bedding for 66 years. Mengjie uses only worldwide raw materials and designs, and has amassed a total of 749 patents. A division of Mengjie [002397], which has been specializing in high-quality bedding for 66 years and has ranked as the No. 1 seller of luxury bedding in China for 13 straight years, Mengjie was established in 1956.

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Challenge

Mengjie has a long history as a manufacturer of home textiles and has gained a solid reputation for the high caliber and attractiveness of its products. Mengjie's overall strategic positioning is being adjusted in 2021 to focus on high-end bedding products, utilizing its global raw materials, patents, 65 years of sales experience, and making efforts in the high-end market. However, the original brand image and products are aging and following the low-end trend, making it necessary to create a brand image and packaging system with a sense of quality, modernity, and internationalization to support the aforementioned strategic intent.

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Idea

The entire packaging system's goals are to represent the new brand positioning, improve brand identification, increase the visibility of the new logo, and reinforce the brand's consistent expression through the use of packaging. The display of high-end expression was the main problem. After conducting in-depth interviews and audits, we discovered that many premium businesses would focus on the package's design, substance, and experience rather than its unique logos and images, which broadened our perspectives.

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The new packaging system primarily consists of soft package and carton packaging. We take care to reinforce and fine-tune the brand mark for the carton type. And in the soft package type packaging, we suggest changing the previous square package type to long, which will allow customers who purchase Mengjie products to use this package for a long time as a daily life use, such as taking the plane when you can insert the package into the suitcase, such as more casual style more suitable for travel or fitness use, while we also upgrade the material throughout, using composite.

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Results

After 2022, Mengjie will gradually alter its brand image across all physical and online retailers, and the new package design will be introduced into every home in tandem with Moncler's tactical rollout.

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