Q: What inspired you to embark on a rebranding journey in 2020, and how did people react to the new look?
A: In the past, some of our customers commented that our logo looked like it belonged to a florist’s logo. Back when we first started the company, we just hired a freelancer to make our logo. However, a few years later, we decided that we needed a more representative design style that people would immediately associate with our company.
Once we finished the whole redesign process, I felt that the new design exuded an overall sense of upscale and classy. We also developed a unified series of packaging designs, ranging from thank-you cards, boxes, and business cards to our current office interior design. This cohesive design approach makes our company look more organized, professional, and sizable. Although it has been three years since the rebranding, the design still looks fresh and timeless.
A: Well, I really love the clean and sophisticated aesthetic of your designs, which give off a classy and high-end vibe with a touch of character. For me, first impressions are crucial, and every design represents our company in a way that words can’t describe. For instance, with our 17Beauty logo, our customers can remember our brand color – a dusty rose shade – which reminds them of the rose on the logo, representing a queen’s crown.
The overall design of Hi Dear also has a high-end feel, targeting the precise customer base we aim to reach.
Since we’ve been working together for a while now, you guys have a good understanding of what kind of design we’re looking for. When the Hi Dear design and Skippmeal packaging were created, our management team was pleased with the outcome and didn’t have to make many adjustments, so we quickly finalized the design.
Q: What was your original intention in establishing Hi Dear? Did you have any design ideas in mind when developing Skippmeal?
A: My original intention in establishing Hi Dear was to address the needs of modern women who have to balance their family and career and often don’t have enough time to prepare and eat a nutritious meal, while also wanting to maintain their figure. As a mother of four children, I have experienced this firsthand, and have found that most meal replacements on the market do not meet my requirements: they lack satiety, have high sugar content, contain artificial flavors, and are not nutritious enough.
As a mother and a business owner, I wanted my meal replacement to be safe for pregnant and breastfeeding women, which is why I added 4 billion probiotics, 16.3g of high-quality protein, and 6.44g of fiber. I also wanted to provide a healthy option for weight loss – by using our comprehensive meal replacement to reduce high-calorie foods such as Nasi Lemak, biscuits, and bread, we can achieve weight loss through a calorie deficit.
For the design of Skippmeal, I wanted it to be simple and clean with a high-end feel, so that customers can see that it does not contain any unnecessary chemicals at first glance. I also wanted it to be visually appealing so that customers would take pictures and post them on social media, and I plan to continue developing more designs in the future.
Q: What do you think is the differentiation of Skippmeal, the meal replacement product under Hi Dear?
A: In terms of the product itself, our customers find it not only tasty, but also filling and nutritious enough to sustain them for up to 4 hours. The most important thing is that it does not contain any strange additives or artificial flavors, and the ingredients are simple and clearly labeled, recommended by nutritionists.
So I think we are heading in the right direction, striving to meet my high standards for all aspects of the product and developing a high-quality meal replacement product – Skippmeal. Many customers have commented on the beautiful packaging design of our product, which is different from the commercial designs commonly seen in the market. We have incorporated printing techniques such as die-cutting and silver stamping into our packaging, which I think can provide customers with a fresh and unique experience.
Q: In this era of advanced information, what do you think the future trend of branding will be?
A: I believe that we are no longer in an era of selling products, but rather an era of selling a sense of superiority. For example, people’s quality of life has improved and they want to treat themselves better, so they choose products that are of high quality and good quality. These products will also have corresponding levels of design and promotion.
Therefore, to build a brand, we need to show where our quality is and differentiate ourselves from competitors. For example, for our Skippmeal product, we invite nutritionists to promote how to read the ingredient list and how to lose weight with the right mindset on our website and Instagram. You can check it out on our official website: https://17beautyhouse.com/blogs/news
Thanks Pekky for participating in the interview 🙂 and thank you for reading this blog! We greatly appreciate your time.
If you’re interested in delving deeper into the Hi Dear branding and packaging project, we invite you to explore more by clicking on this link. It will provide you with comprehensive insights into our journey and the exciting developments we’ve made 🙂
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