2644 Red Rice: A Packaging Design Masterpiece

1983ASIA's Award-Winning Design Celebrates Mosuo Culture and Sustainability

2644 Red Rice grows near Lugu Lake, situated at an altitude of 2644 meters, and has been a staple for the Mosuo people for thousands of years. The slow growth rate and low yield of this highland grain make it a precious commodity. 1983ASIA's packaging design, inspired by the spiritual beliefs and totem worship of the Mosuo people, aims to promote this ancient grain in a way that respects and reflects its cultural significance.

The design team, consisting of Yao, Susu, Feng Liang, and Xiang Si, faced the challenge of interpreting the Mosuo's rich and colorful culture, one of the world's few remaining matriarchal societies. They aimed to share this cultural treasure with the world through their design, playing the roles of both archaeologists and designers. The result is a packaging design that not only promotes the red rice but also delivers the ethnic origin culture of the Mosuo people.

The packaging design features a red transparent outer box, reminiscent of the mountains where the red rice is grown. This design element not only highlights the appearance of the red rice but also symbolizes the transmission of Mosuo culture to future generations. The recyclable nature of the box aligns with the Mosuo's respect for nature and their belief in the cycle of life.

1983ASIA's design process involved multiple visits to the factory to ensure the packaging was consistent with their creative concept. They used transparent acrylic material and modern deconstruction techniques to redesign traditional Mosuo patterns. The design also incorporates Lion Mountain, the origin of the red rice, into the model on the outer packaging box.

1983ASIA's 2644 Red Rice packaging design is a shining example of how design can be used to promote and preserve cultural heritage. It is a celebration of the Mosuo culture, a tribute to the precious highland red rice, and a testament to sustainable design practices. This design, which was awarded Silver in the A' Packaging Design Award in 2017, is admired for its strong technical characteristics, artistic skill, and remarkable level of excellence.