We focused on broadening every single tradition and custom to interpret product idiosyncrasy, which subsequently also reflects the homeland affection and forthright trait of the Northeastern people. We established the core brand concept of “good soil, good people, and good rice”. The package cover adopted a local doggerel known as the ‘eight odds of Northeast’. We illustrated these eight odds with vivid pictures and demonstrated them subtly on the package.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
In 2014, Guoao Group initiated agricultural investment according to China’s urbanization strategy. The corporate aim was to brand a variety of local agricultural goods, thus to promote the regional economy. In the package design of Shanliang Rice, our creation focuses on incorporating visual elements reflecting the regional culture.
OPERATION / FLOW / INTERACTION:
The implementation of pulp modeled material in packaging is praised as “green package”. It is also an effective method of boosting waste paper utilization. Therefore, by using this green package methodology, we can alleviate environmental pollution.
PROJECT DURATION AND LOCATION:
The project started in January 2014 in Beijing and finished in March 2014 in Beijing.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
We utilizes hand-drawing technique to revitalize the unique scenes of harvest, winnow, and paper cutting, etc. which all have strongly indicate a connection with the Northeast culture. Therefore, it conveys an ideology of having ample food and clothing. The text theme of gift box is a unique but well-known Northeast dialect, “our place rice”, (the way of saying this in Northeast dialect sounds amusing to Chinese) which makes the product friendlier. The material utilized grainy paper, symbolizing nature and organic ingredients.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Packaging, Northeast, Rice, Agriculture, Regional culture
We molded the pulp into a bowl shape. The appearance and size of the bowl duplicates the large bowl commonly used in the 1980s. This is not only a memory symbol of an entire generation, but also a reflection of the time when Chinese people craved for foods and clothes. Ingeniously, this large bowl of rice is also equivalent to the food intake of a family of three.
We focused on broadening every single tradition and custom to interpret product idiosyncrasy, which subsequently also reflects the homeland affection and forthright trait of the Northeastern people. We established the core brand concept of “good soil, good people, and good rice”.
It's a challenge for us how to demonstrate the scene and the culture of Northeast region of China in the packaging design. Through extensive research and analysis, we adopted a local doggerel known as the 'eight odds of Northeast' for the package cover, and then illustrated these eight odds with vivid pictures and demonstrated them subtly on the package.
TEAM MEMBERS (1) :
Dongdao Design Team
Dongdao Creative Branding Group, 2016.