Type of applicant company
设计机构
Country
中国
Company Website
无
Images
Brand of the Product
XI LUO HUI & JIAO GE SUN YOU
Designer Name
Creative Director: Zhang Yanhui Creative Director: Xia Ling Designer: XuRuoLan Technical director: Zhou Xiaoli
Position of Designer
Creative Director: Zhang Yanhui Creative Director: Xia Ling Designer: XuRuoLan Technical director: Zhou Xiaoli
Target Consumer
Young people aged 18-30 (students, office workers, etc.) who love Chinese culture, tourism, and food
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Positioning
大货消费品 Mass Production
Design Story
As a traditional Chinese delicacy, "rice noodles" have been passed down for thousands of years. During the process of developing products, customers have found that it is necessary to retain some of the traditional techniques of making rice noodles in order to meet better taste.So the packaging design of this series of products aims to highlight the advantages and differentiation of the product while conveying the traditional skills of rice noodles.This creative design first highlights the scene of "drying rice noodles with bamboo poles", strengthening the unique recognition of this series of products;Secondly, the beloved national treasure of the Chinese people - the "giant panda" - is transformed into a vivid scene of "kung fu masters" representing different regions being handcrafted.The Southern style lion dance corresponds to the taste of fatty sauce, while the Northern style Yu opera corresponds to the taste of sesame sauce. Coupled with interesting "homophonic memes", it creates a more interesting interaction with consumer products;The product name adopts a powerful calligraphy font, which stands out and implies a stronger taste of the product.
Highlights
Adopting a "Chinese style" illustration form, using the scene of "drying rice noodles with bamboo poles" as the "visual hammer" of this series of products, amplifying the unique selling point recognition of the products;The national treasure - "Giant Panda" embodies the unique flavors of different regions as a "folk art master". It is creating vivid scenes of handmade food, creating interesting interactions and dissemination with consumers to promote China's "Kung Fu culture".
Market Performance
无
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material
Craft
The screen is UV printed and the outer bag is made of PET material
Does the design solve the problems that are common across the product category? If so, please explain.
Most designs of similar products use product photography and illustrations to reflect appetite and selling points.It does not reflect the skills and cultural value of traditional food, nor does it establish emotional interaction with consumers, nor does the design elements form secondary applications.The packaging design of this work shows the traditional craftsmanship of food production, using the giant panda IP that is very popular among Chinese people.Combining traditional Chinese folk art and establishing interaction with the product greatly highlights the core selling point and cultural value of the product.The output of culture drives the promotion of products, and the creative elements of design can be used simultaneously in marketing communications and offline promotion.
What functional designs of the work have enhanced the user experience?
无
Did the design help increase the sales performance of the product? If so, please give related evidence.
he visual hammer of "drying rice noodles with bamboo poles" highlights the core selling points and differentiation of the product, guiding consumers to generate reasons for purchase.interesting interactions with products, both online and offline sales channels are very prominent and eye-catching, forming a significant difference from competitors. It can quickly attract consumers visually, emotionally, and culturally, increase purchasing opportunities, and significantly improve sales!
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
Rice noodles are a traditional delicacy that has been passed down to this day in China and is widely accepted. Therefore, the history, cognition and habits of the product itself form the basis for the commercial sustainability of the product.Secondly, the packaging design combines the interactive combination of gourmet handicrafts, traditional folk performances, culture and art with the IP of the national treasure giant panda, and greatly enhances the commercial sustainability of the product through the dissemination and promotion of culture and IP.