Revolutionizing Tradition: U VISUAL COMMUNICATION's Innovative Rice Packaging

Blending Cultural Heritage and Modern Convenience in a Can

The packaging design captures the essence of Taitung's aboriginal culture, from the indigenous farmers to the natural resources and the celebrations that follow a bumper harvest. It's a souvenir that tells a story, a record of Taitung's rich cultural heritage. The design team at U VISUAL COMMUNICATION was inspired by the local color and spirit of the people of Taitung Province.

What sets this design apart is its break from tradition. Responding to the growth of the tourism industry in Taitung and the market demand for local companies to develop their own line of souvenirs, U VISUAL COMMUNICATION developed easy-open cans that deviate from the traditional practice of packing rice in bags. The concept of "one meal, one can" caters to modern-day families who consume less rice at each meal. This design is not only more convenient for today's consumers but also easier to share.

The design of each can is thematic. One can represents 'people', depicted through images of farmers and the tattoo designs that delineate the local class structure. Another can represents 'place', showcasing Taitung's natural beauty and a classic headdress. The third can symbolizes 'fruit', or the 'fruits of labor', represented by images of bountiful harvests and celebrations. These three cans weave together three aspects of local culture into a coherent story that bears witness to the cultural heritage of Taitung’s rice.

This innovative design has not gone unnoticed. In 2017, it was awarded the Golden A' Packaging Design Award, a prestigious accolade granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. Such products and ideas advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, U VISUAL COMMUNICATION's innovative rice packaging design is a perfect blend of cultural heritage and modern convenience. It not only tells the story of Taitung's aboriginal culture but also caters to the needs of the modern consumer, proving that tradition and innovation can coexist harmoniously.