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
"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.
Problem Statement and Project Solution
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
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"?
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.