寶哥麻花捲 BAOGE TWIST ROLLS

Baoge, a renowned specialty brand from Liuqiu (小琉球), Pingtung, aimed to expand its footprint to Taiwan's main island. Facing fierce competition from local rivals already established in FamilyMart, we strategically pivoted toward 7-Eleven, Taiwan's largest convenience store chain.

Recognizing the potential risks in production capacity and inventory management for a nationwide launch, we implemented a precision-targeted pilot program. Instead of an immediate full-scale rollout, we focused on high-traffic tourist hubs such as Ximen (西門町), Dongmen (東門), and Sun Moon Lake (日月潭). By targeting locations with high international and domestic tourist activity, we successfully validated the market demand while maintaining operational stability.

This represents the inaugural edition of the brand's evolution. The project was initiated to harmonize a complete visual overhaul with the adoption of innovative new packaging technology.

The inaugural 7-Eleven edition featuring the brand's signature Original Flavor.

The second 7-Eleven edition, introducing the rich and traditional Brown Sugar flavor.

Once the new packaging was finalized, we executed a precision-targeted rollout. We limited the launch to only four select 7-Eleven locations across Taiwan's main island. By leveraging travel bloggers and international gift-recommendation channels, we positioned Baoge as a "Hidden Souvenir" among Japanese and South Korean tourists.

As word-of-mouth grew, we pivoted the narrative for the local Taiwanese market, rebranding the product as the "Top Must-Buy Souvenir for International Travelers." This reverse-marketing strategy successfully generated immense curiosity and high demand, leading to frequent stockouts and a strong "must-try" appeal among local consumers.

Establishing Brand Consistency

Upon the mass production of the new design, the founder expressed immense satisfaction with the results. He revealed that he had previously commissioned another design agency for the brand's local edition in Liuqiu, but the outcome had failed to meet his expectations.

Impressed by the market success and the elevated aesthetic of our work, the founder wanted to extend the design language of the main-island edition to the entire product line. Consequently, I was appointed to lead the comprehensive design planning and brand overhaul for the complete Baoge series.

Following the success of the pilot launch, the complete visual system was rolled out across all nine signature flavors for the Liuqiu flagship edition, entering full-scale mass production.

During the planning phase, strategic emphasis was placed on logotype and brand recognition. We deliberately preserved and highlighted the term "Fried & Baked" (a homonym for "Bombard" in Mandarin), a unique technique pioneered by the founder. By integrating this core asset into the new design, we reinforced Baoge's position as the authentic, original creator of the category.

As the "Hidden Souvenir" buzz naturally matured, we transitioned the marketing strategy to the next phase: a full-scale launch in Carrefour. Recognizing a shift in shopping habits among Japanese and South Korean tourists toward hypermarkets—exemplified by their famous preference for specific Taiwanese toothpaste brands for their refreshing minty cleanse—we deployed the complete nine-flavor Liuqiu collection to Carrefour nationwide. This move successfully captured the bulk-purchase demand of international travelers.

About six months into the brand's successful transformation, the founder made the pivotal decision to pass the brand's legacy to the next generation. This transition marked the beginning of a new product development phase. The first flavor developed under this new leadership was "Seaweed"—a strategic addition designed to appeal to modern palates while honoring the brand's revitalized visual identity.

Following the Seaweed launch, the "Trehalose" edition was introduced as a specialty flavor within the fourth wave of the new packaging series. To maximize brand consistency and production efficiency, this edition fully inherited the visual framework of the Seaweed packaging, with the flavor name serving as the key differentiator.

Alongside Trehalose in this fourth release was the "Strawberry" flavor—a strategic addition designed to cultivate new word-of-mouth momentum. By introducing a fruit-based profile, we aimed to refresh the brand's appeal and engage a broader consumer segment, further solidifying the brand's market presence under its new leadership.

The Strawberry flavor carried a vital strategic mission in this fourth release. Instead of shying away from contemporary slang like "Strawberry Generation" (a term often used to imply fragility), we leaned into it with a bold, unapologetic stance: "I Am Strawberry." This "Pro-Strawberry" identity was designed to resonate with younger audiences and social media aesthetics. The result was a viral success; it became the most featured version among bloggers and YouTubers. Beyond its exceptional taste, the product's bold attitude and "Instagrammable" appeal transformed it into a new-generation bestseller, sparking a fresh wave of online conversation and influencer engagement.