Yuan Shen Titanium Agricultural Products Full Case Planning - Brand Interpretation | Advertising Slogan Creation | VI Design | Packaging Design | Brochure Design
Background
The Yuan Shen Tai green agriculture project, for which Shinerway Branding (Shenzhen) provided full-case brand planning, was established under the support and guidance of the Zhangjiakou municipal government. It integrates research, production, sales and technical services, aiming to promote Zhangjiakou's modern, high-efficiency agricultural products and deepen external cooperation, helping green, quality and specialty farm products flourish.
Zhangjiakou boasts excellent land and rich agricultural resources at the junction of Beijing, Hebei, Shanxi and Inner Mongolia; however, limited regional influence, few leading enterprises and a short industry chain made branding essential for competitiveness.
Pain Points
Three core challenges at launch: the new brand had zero awareness—name, slogan and visual identity all had to be built from scratch; farm products are highly homogeneous, so the green, quality, specialty origin value had to be communicated clearly; and the target market in Shenzhen and the Pearl River Delta is far away, requiring the brand to build trust and premium power across regions.
Solution
Brand naming interpretation: "Yuan" is the abbreviation of Zhangjiakou, "Shen" stands for Shenzhen, and "Tai" (titanium) symbolizes high-end quality; together the name echoes "original ecology", conveying a pure, unpolluted origin.
Slogan creation: the slogan "Natural from Yuan, Organic to Shenzhen" expresses products sourced from Zhangjiakou's pristine environment and sold into the Pearl River Delta through Shenzhen's unique market position.
Visual and material system: VI system, packaging design and brochure copywriting aligned to the positioning for a consistent external image.
Deliverables
Deliverables include the brand naming interpretation and slogan, a complete VI system, packaging design series, and brochure copywriting with graphic design—covering the brand's core touchpoints from shelf to promotional materials.
Value
The project built complete brand assets for Yuan Shen Tai—from naming and slogan to visuals and materials—enabling Zhangjiakou green farm products to enter the Pearl River Delta with a unified, professional image. Shinerway Branding (Shenzhen) will continue with promotional video production, flagship-store SI design, Pearl River Delta distribution channel building, online mall development and marketing to accompany the brand's long-term growth.
The Yuanshentai Green Agriculture Project was established with the support and guidance of the Zhangjiakou Municipal Government. It is a large-scale project integrating scientific research, production, sales, and technical services.With the corporate mission of promoting modern, distinctive, and high-efficiency agricultural products as well as related deep-processed products from Zhangjiakou City, Hebei Province, and expanding external exchanges and cooperation of Zhangjiakou's agricultural and sideline products, the project aims to boost the "spring-like" development of green, high-quality, and distinctive agricultural products and facilitate "Yuan Goods Going Global."
Zhangjiakou boasts excellent land and environmental conditions, abundant agricultural and pastoral product resources, and a superior transportation network, located at the junction of Beijing, Hebei, Shanxi, and Inner Mongolia. Currently, although certain achievements have been made in agricultural structural adjustment and agricultural industrialization has developed considerably, the surrounding radiating capacity remains limited, leading enterprises are few, the driving force is weak, the agricultural industry chain is not long enough, and the endogenous mechanism for increasing farmers' income has yet to be established.
The Shinerway team is responsible for providing Yuanshentai with brand interpretation, creation of promotional slogans, VI system construction, packaging design, brochure copywriting, and graphic design, starting from the project initiation stage.
In terms of brand naming, "Yuan" is the abbreviation for Zhangjiakou City, historically known as "Zhangyuan" and "Wucheng." "Shen" is the common abbreviation for Shenzhen, and "Tai" refers to titanium, a high-strength, corrosion-resistant metal symbolizing the premium quality of the products. The overall name "Yuanshentai" is a homophone for "yuanshengtai" (meaning "original ecology"), implying that the products are authentic and unadulterated, capitalizing on the pollution-free advantages of the origin.
The slogan created by Shinerway for "Yuanshentai" — "Yuan from Nature, Shen Gains Organic" — conveys that the products originate from the pure natural ecological environment of Zhangjiakou, and leveraging Shenzhen's unique geographical and market advantages, they are best-selling in the Pearl River Delta region.
In the later stages, the Shinerway team will also provide Yuanshentai with promotional video production, flagship store SI design, construction of sales channels in the Pearl River Delta region, online mall setup, and product marketing promotion.
If you need more product brand planning, graphic design solutions, or product promotion plans, please add WeChat 2500612492, or call: 18675583156 for inquiries!