Organic Fresh Rice

Package Design by Yong Huang

The Organic Fresh Rice package design by Yong Huang aims to showcase the uniqueness of Wuchang Rice in a more vibrant and captivating way. Drawing inspiration from the rice's original growing environment, the design incorporates five animal images to depict the rice's growth at different times of the day.

The package design employs a "speaking through pictures" approach to convey the health and organic nature of Wuchang Rice. By anthropomorphizing the animal images and using hand-painted illustrations, the design creates a scene and story that allows consumers to imagine the journey of rice growth. The rice, nurtured naturally, is inherently healthier and more organic.

The Organic Fresh Rice package is made from environmentally friendly kraft paper and features white printing. With dimensions of 24cmx8.8cmx38cm, it is designed to be visually appealing and functional.

Yong Huang, the designer behind the Organic Fresh Rice package, collaborated with copy director Gu Zhengyang to bring this design to life. Their goal was to present the unique value points of Wuchang Rice through storytelling and create a memorable and shareable experience for consumers.

The project commenced in Xi'an, China in August 2018 and was completed in December 2018. The Organic Fresh Rice package was introduced to the market in Beijing, China in January 2019.

The design process involved extensive research on Wuchang Rice and its natural and organic qualities. The challenge was to effectively communicate these selling points through packaging while incorporating storytelling elements. By selecting representative animal images from rice fields and portraying them in anthropomorphic form through hand-painted illustrations, the design successfully conveys the harmonious growth between rice and animals.

The Organic Fresh Rice package design by Yong Huang has received recognition for its creativity and ingenuity. It was awarded the Bronze A' Design Award in the Packaging Design category in 2019. This prestigious award honors designs that demonstrate exceptional technical and creative skills, contributing to improvements in quality of life.