Pangmei, a renowned Chinese dessert brand founded by Ronald Tau, is making waves in the global dessert market. Known for his innovative blending of traditional Chinese desserts with contemporary flavours, Tau aims to establish Pangmei as a dessert franchise worldwide.
The brand has garnered attention with its unconventional fusion of East meets West flavours, presenting dessert lovers with a new arena of delightful experiences beyond their usual kolapuris and apricot puddings. With its expansion plans gradually materialising and their outlets popping up across major global cities, the world is getting a taste of the richness and variety of Chinese desserts.
Pangmei’s branding strategy focuses largely on nostalgia. The design invokes memories of cultural icons such as gachapon machines and pachinko gaming parlours to appeal to the younger demographic. Social media power is also leveraged to reach this target group, with contests and influencers frequently employed to boost engagement. Products ranging from apparel to everyday items further engross their audience in this nostalgic aesthetic.
In creating a familiar experience, Pangmei incorporates elements such as sounds, sights, and aesthetics that evoke pleasant memories. Product unboxing mimics the excitement of winning a prize from a gachapon machine, blending a quality product with a sensory experience.
Pangmei desserts: Fusing tradition with innovation
Listening and responding to customer feedback is a high priority for the brand, aligning their offerings with consumer preferences.
Pangmei’s unique branding encapsulates 3D design elements reminiscent of popular East Asian jellies like mochi and boba, drawing inspiration from the vibrant night markets of Hong Kong and Taiwan. It infuses modernity with a rich cultural background, using neon highlights and futuristic typography offset against detailed illustrations of classic Asian snacks and beverages. This fosters a deep connection with familiar consumers, while intriguing others new to East Asian culture.
The brand’s visual scheme consciously acknowledges the traditional Heiti typeface associated with night market stalls. Classic Taiwanese iconography is incorporated in its designs, balancing contemporary visuals with historical integrity. The product range’s vibrant and warm colours, paired with their commitment to substance and functionality, fosters a bond of reliability and trustworthiness with their audience.
Incorporating modified characters to suggest scrumptious bites of food, Pangmei’s 3D printing design philosophy establishes a jovial and warm atmosphere, making it more than just a food establishment. The brand stands out by combining elements of nostalgia and modernity, capturing the essence of historical relevance while embracing contemporary aesthetics. This strategic approach transcends conventional market boundaries, balancing innovation with traditional flavours.
Pangmei’s unique branding strategy, centred on upholding cultural roots while evolving to match the contemporary palate of its audience, is driving consumer engagement and loyalty. This exceptional blend of tradition with modernity vividly imparts the brands’ identity, promising a successful future in the dynamic world of the food industry.
