Tão Chu

For our customer China Ants Alliance (CAA) we developed a new Private Brand to fit within the CAA portfolio. A brand with a wide range of quality cooking products that helps the consumer to prepare a delicious every day meal (oils, vinegars, soy etc.). 

CAA asked Yellow Dress Retail to define the brand strategy for the new brand and create the visual identity and the packaging designs for Tao Chu.

The essence of the brand is; “make delicious coocking more simple” for our clients. The ownable name and logo provide a strong entrance for this new kid on the shelve. The new design clearly communicates a strong high quality driven Private brand with a lot of taste appeal exclusively for the CAA members. 

Tao Chu first launched at October 19th 2020. As of the end of 2020, Taochu has 180 sku in total, with 50 million RMB sales in total. 
CAA is expecting the total SKU number to reach 400 at the end of 2021, with 300 million turnover. The goal for 2022 is to reach 1 billion sales for the brand Tao Chu.