Songhua River Rice Package

Packaging Design Award Winner.
Awarded Silver for Good Packaging Design.

Songhua River Rice Package
by 33 and Branding

  • Awarded April 15, 2020
  • CLIENT: SOURCEAGE
  • 295

Songhua River Rice, is a high-end rice product under SOURCEAGE Food Group. As the traditional Chinese festival - the Spring Festival approaching, they design through a beautifully packaged rice product as gifts to customers of the Spring Festival gifts, so the overall design needs to echo the festive atmosphere of the Spring Festival, highlighting the traditional Chinese cultural elements and auspicious good meaning.

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Good  Design

Songhua River Rice Package

Good Design

Great Design by 33 and Branding

Songhua River Rice Package

Great Design by 33 and Branding

Inspirational Rice Package Design

Songhua River Rice Package

Inspirational Rice Package Design

Songhua River Rice Package Image

Songhua River Rice Package

Songhua River Rice Package Image

Songhua River Rice Package

33 and Branding

Designer of Songhua River Rice Package


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Interview with 33 and Branding on Songhua River Rice Package

What is the main principle, idea and inspiration behind your design?
koi in Chinese has the meaning of good luck or may you have the prosperity in the new year. We use koi as the main form of the product, and extract the elements of water, light and earth into it, we redesign the traditional culture language to form a visual language. At the same time, we extract the koi 's visual color, putting up the perfect combination with the pattern to achieve the overall visual effect and product unique selling point, the origin of complement each other's purpose.
What has been your main focus in designing this work? Especially what did you want to achieve?
koi represents the beauty of the common sense in China, we create this striking unique graphics, good wishes and eye-catching colors of unity. While designing packaging, we are more particular about the material process to make it different. We use a unique fine lines of pearl paper, in order to better highlight the smoothness and texture, as well as the use of laser cutting process with artificial, so that scales slightly turned up, making the entire packaging more three-dimensional appearance.
What are your future plans for this award winning design?
I will inform my customers and we will celebrate together to see if we can further promote their sales.
Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
The design of this particular concept is mainly due to the desire to make a good omen in the new year, which is very important in China? The design is commissioned by the client.
What is the most unique aspect of your design?
In the design, the rice is packaged as a gift to be sold, expanding the consumer group.
Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
I have a team with a lot of experience in creative design and post production.
What is the role of technology in this particular design?
Technology ensures the quality of the finished product, and the fish scales will show a unique light.
Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
We carried out competitive product analysis and research and environmental inspection of the sales market before we determined this plan.
What are some of the challenges you faced during the design/realization of your concept?
In the process of conceptual design and implementation, the challenge we face is the main materials and processes, how to make them different. After many attempts, we finally use the unique fine grain pearl paper, in order to better highlight the smoothness and texture, as well as the use of laser cutting technology and artificial cooperation, so that the scale slightly up, so that the whole packaging more three-dimensional.
How did you decide to submit your design to an international design competition?
I hope to get the recognition of professionals, and also hope to guide the improvement of better design.

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