Sugar of Wagu Candy by Jie Yang

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DESIGN DETAILS
DESIGN NAME:
Sugar of Wagu

PRIMARY FUNCTION:
Candy

INSPIRATION:
The meaning of "Cute kids" is hidden in the meaning of wagu's Chinese characters. The designer decided to extract the color from the local Tujia brocade art and make the packaging into lovely little tigers, because this year is just the year of the tiger in China. Putting the candy into the colorful belly of the tiger means "tiger is powerful and sweet". It is a portrayal of a happy life and can also make the products accepted and loved by more outsiders.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This case is a processed candy produced in Hubei, which is processed from the seeds of grain amaranth. It is a traditional delicacy of Tujia Nationality in Hubei. As a local specialty, it is only known by locals and has low popularity in other places. Customers hope to let more people know and love it through this new packaging design.

OPERATION / FLOW / INTERACTION:
The designer obtains the color source from the local Tujia Brocade: all colors come from the local natural plants. After visiting local artists, the designer team concentrated on selecting 8-10 common colors to make them printing inks. This kind of ink will be very gorgeous at the beginning of printing, but over time, the color will gradually disappear, and finally complete the life journey of biological pigment. This is very environmentally friendly and also reminds people that "a better life needs continuous efforts" in order to remain gorgeous forever.

PROJECT DURATION AND LOCATION:
The project will be started in Octoberr 2021 and completed in February 2022. Design completed in Shenzhen, proofing in Shenzhen, production in Hubei province.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
After the whole package is printed in plane, the hard paper shell is folded into a "tiger" shape. All colors are extracted from local natural plants. After about a year, the color will gradually disappear and complete the ecological cycle. This is the awe and protection of nature.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Length: about 15cm width: About 8cm height: About 20cm

TAGS:
Candy, Tujia nationality, gift, year of the tiger, environmental protection, plant pigment

RESEARCH ABSTRACT:
This design is an upgrade case. The customer said: the popularity of Wagu sugar itself is relatively low. Coupled with the low-level packaging design, the market of Wagu sugar is more depressed. The customer very much hopes to have a packaging, which can at least give people outside the world the opportunity to recognize this product, and then slowly realize their joy. Therefore, the primary task of the designer team is how to attract people's attention with packaging. After a period of field investigation, the designer team was attracted by the gorgeous and rich colors of the local Tujia brocade, so it decided to use this colorful minority color in packaging.

CHALLENGE:
The biggest challenge of this case is: the designer team wants to follow the traditional Chinese concepts of "harmony between man and nature" and "low-carbon and environmental protection", so they don't want to use chemical pigments for printing. In order to highlight local characteristics, the designer team selects 8-10 colors from Tujia brocade, all of which are extracted from local natural plants. In the process of extracting plant pigments, Encountered many difficulties and finally completed the task successfully under the guidance of local artists.

ADDED DATE:
2022-02-17 16:13:33

TEAM MEMBERS (1) :
JieYang

IMAGE CREDITS:
Jie Yang, 2021.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Decelent

PROFILE:
Decelent (Shenzhen) Brand Planning and Design Institution has a complete industrial chain from brand value orientation, brand planning, brand image shaping (upgrading), commercial space design, to brand communication strategy and implementation, and is determined to help enterprises build an excellent brand system and shape an international brand image. Decelent believes in professional strength, all work is based on the needs of customers and the market, around the overall thinking of strategy, creativity and implementation, through professional brand planning and design services, to help customers understand development opportunities, enhance brand equity and achieve brand value.

NOMINATION DETAILS

Sugar of Wagu Candy by Jie Yang is a Nominee in Packaging Design Category.

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AWARD DETAILS

Sugar of Wagu Candy by Jie Yang is Winner in Packaging Design Category, 2021 - 2022.



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