Ogari Chicken: A Packaging Design that Showcases Vietnamese Culture

Whole chicken packaging with a touch of tradition

Ogari packaging aims to raise awareness about Vietnamese products in a modern and innovative way. To meet the client's requirements and impress their target customers, the design concept incorporates iconic Vietnamese imagery that showcases the high-quality breeding process. The key visual elements draw inspiration from Do craft and Dong Ho pictures, two traditional Vietnamese art forms. The illustrations, following the Dong Ho style, along with supporting elements like bamboo, evoke a sense of familiarity with Vietnamese village life. This gives the product line a strong character and a distinctive look that stands out on the shelves.

Unlike other chicken packaging in Vietnam, Ogari packaging breaks away from the norm. Instead of using cheaper materials such as foam trays, vacuum-sealed bags, or nylon, the design features a sleek black plastic box. This choice not only adds a touch of elegance but also makes the product instantly recognizable from any angle.

One of the design challenges was to address the issue of chicken breasts being fully visible through the lid. To overcome this, the design strategically reveals only the wings and drumsticks, creating an enticing visual that leaves the rest to the imagination.

The Ogari packaging is not just visually appealing; it also reflects the rich cultural heritage of Vietnam. By incorporating traditional art forms and elements, it connects consumers to the country's history and traditions, creating a deeper emotional connection with the product.

Designed by Bond Creative, the Ogari packaging project was completed in Hanoi, Vietnam, from March to June 2017. Extensive research was conducted to ensure that the design captured the essence of Vietnamese culture and effectively represented the product. The result is a packaging design that not only showcases the uniqueness of Ogari chicken but also celebrates Vietnam's rich cultural heritage.

This exceptional packaging design was awarded the Bronze A' Design Award in the Packaging Design category in 2018. The award recognizes designs that demonstrate outstanding creativity and ingenuity, incorporating best practices in art, science, design, and technology. The Ogari packaging design contributes to improving the quality of life and making the world a better place.