祥禾月餅：天津人首選的月餅品牌
Hsiang Ho Mooncake: Tianjin People's favorite mooncake brand
全國各地都有代表性的老字號中式糕點品牌，比如北京稻香村、上海杏花樓、杭州知味觀、廣州酒家等，這些品牌的月餅均在業務中占據重要地位。然而，作為中式糕點發源地之一的天津，當地還沒有強心智的月餅品牌，這給了祥禾月餅巨大的品類機會。
在祥禾餑餑鋪與賢草的第二個戰略合作年之際，賢草向祥禾提出“祥禾月餅品牌化”，即聚焦中式點心最大剛需場景——中秋，將“祥禾”品牌名寓意“祥和”的優勢稟賦與百年手藝相結合，正式推出子品牌“祥禾月餅”。
月餅品類上，產品選擇了南北方認知最為廣泛的五仁月餅進行改良；在包裝方面，整體設計思考聚焦在沉淀品牌心智上，提煉出3大設計元素：故宮元素-采用象征正統、寓意天地四方的三交六椀紋符號；嫦娥奔月-千年傳承的中秋文化符號；祥禾八角樓-百年祥禾的視覺符號，進行產品設計落地，這些經典的元素，可以持續應用與延展，形成市場對祥禾月餅的心智沉淀。
在2023年中秋季，在月餅市場整體下行環境下，祥禾月餅逆勢增長超80%，正在成為天津人中秋季首選的月餅品牌。
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.
客戶：祥禾餑餑鋪
時間：2023
團隊：Rock、Tina、Sean、Yang Shuai、Longlong
Client：Xianghe Bobopu
Time：2023
Team：Rock、Tina、Sean、Yang Shuai、Longlong
