好米畈
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项目名称 Project Name:好米畈 Hope Rice

客户 Client:上海好米畈电子商务有限公司 Shanghai Hope Rice E-commerce Co. LTD

创作年份 Year:2018

创意总监 Creative Director:张烁 Zhang Shuo

设计师 Designer:张来 Zhang Lai 邹景裕 Zou Jingyu

摄影 Photographer:杜敏良 Du Minliang

 

 

项目创作背景

Project Background

 

“好米畈”是一家电商企业,以经营销售当季鲜米及其他农副产品为主,位于上海。SURE Design承担了其VI基础设计及产品策划及包装设计。

 

"Hope Rice" is an e-commerce enterprise, mainly engaged in selling fresh rice and other agricultural and sideline products in the current season. It is located in Shanghai. We are responsible for its VI design, product planning and packaging design.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

大米作为中国人的日常主食,品类众多,价格区间大,消费者在选择上缺少识别度。因此我们希望通过拙朴的插画和书法字体,突出米的在地感,在众多以“高端”、“大气” 的高价米包装中取得质朴的对比感。以获取消费者的认同及好感。

 

As the daily staple food of Chinese people, rice has many varieties and large price range, and consumers lack recognition in choice. Therefore, we hope to highlight the local sense of rice through humble illustrations and calligraphy fonts, in many "high-end", "atmospheric" high price rice packaging to achieve a simple sense of contrast. In order to obtain the consumer's recognition and good impression.

 

 

创作过程 & 结果呈现

Creation Process & Result

 

我们以略带拙气的插画和轻松的手写字体作为包装设计的设计主体,以种植者个人、家庭、村落等作为创作单元,编织出轻松、直接、在地化的品牌形象。用轻松怡人的方式拉近农产品和消费者的心理距离。

 

We take the slightly clumsy illustration and the relaxed handwriting as the design elements of the packaging design, and take the growers' individual, family and village as the creation unit to weave a relaxed, direct and localized brand image. Narrow the psychological distance between agricultural products and consumers in a relaxed and pleasant way.

 

 

如何理解项目与“人文湾区 ∙ 温暖的设计”这一主题的关联性?

How does the project reflect the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

我们希望通过类似小朋友的手法,刻画出质朴的产品气质,让米这一日常主食,与普通人的普通生活发生紧密的联系,唤起消费者对于家庭单元的温暖记忆。

 

We hope to depict the simple product temperament through the painting method similar to that of children, so that rice, the staple food of daily life, has a close connection with ordinary people's ordinary life, and arouse consumers' warm memories of family units.