Qingyuan Lianshan Hei Shan Rice Product Packaging by Yu Ziji |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Qingyuan Lianshan Hei Shan Rice PRIMARY FUNCTION: Product Packaging INSPIRATION: Inspired by the unique landscape of Qingyuan, the origin of fine rice, the terraced rice fields of Black Mountain in Lianshan, as well as the animal totems full of blessing meanings. People have been farming for generations and have reached a harmonious and symbiotic relationship with the land, which has led to prosperity. This is the meaning of sustainability inherent in the Black Mountain rice, reflecting the concept of “a grain of rice in the mountains, a grain of rice in the mountains”. UNIQUE PROPERTIES / PROJECT DESCRIPTION: This project put forward the design concept of “rice box as a ruler to measure the poetry of landscape”, rice packaging is no longer a simple container, but a tool to perceive the poetry of nature, and a medium to connect people with the earth's emotions and humanistic spirit. OPERATION / FLOW / INTERACTION: This project cleverly added a measuring scale to the inner package of “Black Mountain Rice”, making the package a practical measuring cup, so that the user can really feel the concept of sustainability in the process of reuse, and make the product better integrated with the packaging. PROJECT DURATION AND LOCATION: This project timeframe starts in November 2022 and will be completed with May 2023 and available for sale in China. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: This project revitalizes traditional Chinese cultural symbols ("Fu, Lu, Shou, Xi, Cai" representing blessings, prosperity, longevity, happiness, and wealth) through contemporary visual language, reinvigorating neglected cultural heritage. Guided by the principle that "design excellence lies in functionality", we ingeniously incorporated a graduated measuring scale into the inner packaging, transforming the container into a practical measuring cup. This innovative adaptation enables users to experience sustainable practices through repeated utilitarian engagement. Constructed entirely from recyclable kraft paper, the packaging system strictly adheres to eco-conscious sustainability standards, achieving both aesthetic refinement and environmental responsibility within circular economy frameworks. SPECIFICATIONS / TECHNICAL PROPERTIES: Outer packaging: By extracting the natural scenery of the product's place of origin and integrating it into the rice grains, it implies that the beauty of the local scenery and the essence of the sun and the moon can be captured in the mouth. It evokes the image of landscape and nature, and clearly conveys the concept of originality and simplicity of the product. Inner packaging: We extracted the five elements of “Fortune, Luck, Longevity, Happiness and Wealth” from the folklore, which represent the people's imaginations of happiness, promotion, longevity, joy and wealth, and express the people's aspirations for a fulfilling life in a simple and straightforward artistic language. Virtual and real, empty and real, traditional and modern, through a grain of rice, here and the ancient blessing totem, skillfully combined. TAGS: Environmental Protection, Oriental, Kraft Paper, Sustainable RESEARCH ABSTRACT: With the idea that the beauty of design lies in its use, we have cleverly added a measuring scale to the inner packaging of “Black Mountain Rice”, making the packaging a practical measuring cup, so that users can truly feel the concept of sustainability in the process of reuse. The packaging becomes a practical measuring cup, making the user feel the concept of sustainability in the process of reuse. After the launch of the product, sales increased by 150%, and the product received two gold awards from the German iF design award and the British Pentawards, which gave it better recognition both commercially and in terms of its impact. CHALLENGE: The whole packaging project used the cheapest kraft paper sheets, the cost of the whole package is controlled at 5 yuan RMB, the sales price of the product is 138 yuan RMB, which improves the profit margin for the customer. ADDED DATE: 2025-04-07 01:58:16 TEAM MEMBERS (1) : Yu ziji IMAGE CREDITS: D：Yu ziji |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: 善水建 PROFILE: Shan shui Jian is a cultural and tourism branding company that provides consumers with healthy, green food and hopes to bring consumers healthier green food.Their company headquarters is located in Shenzhen. |
| AWARD DETAILS | |
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Qingyuan Lianshan Hei Shan Rice Product Packaging by Yu Ziji is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Yu Ziji for design Qingyuan Lianshan Hei Shan Rice here.· Press Members: Login or Register to request an exclusive interview with Yu Ziji. · Click here to register inorder to view the profile and other works by Yu Ziji. |
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