Reviving Ancient Wisdom: Packaging Design by Prompt Design

Healthy Food Healthy Life: A Story of Thai Rice Farming Carved on Rice Seeds

The design project, Healthy Food Healthy Life, is a testament to the ancient wisdom of Thai rice farming. The project is a brainchild of Prompt Design, a team led by Creative Director Somchana Kangwarnjit. The design was inspired by the traditional process of rice cultivation, which is often overlooked in the era of modern mass production. The team sought to convey the meticulousness and hardship of rice cultivation, and the superior quality of rice produced through these traditional methods.

The packaging design is unique and innovative. It features a series of wooden blocks, each carved with a different stage of the rice growing process. From buffalo soil preparation to hand harvesting, the intricate details of the process are beautifully illustrated. The design team worked closely with carvers from Chiang Rai to achieve the best wooden seed details, further emphasizing the authenticity of the process.

The packaging material is nylon LL, printed with metallic gold color using gravure printing. The design also employs Spot UV technique for a more striking visual effect. The packaging is not only aesthetically pleasing but also functional, with a dimension of 33x53cm, perfect for containing rice.

The project was completed in November 2018 in Thailand. The result was impressive - Healthy Food Healthy Life sold out within a week of its introduction to the market. The customers' feedback reflected their surprise and impressions of the new way of rice that they've never seen before. This success is a testament to the power of design in conveying a story and creating a unique brand experience.

The project faced several challenges, particularly in accurately representing the traditional rice farming process. The team had to ensure that the jasmine rice yielded from traditional farming is of higher nutrients. The brand- Healthy Food Healthy Life was introduced to the market because the new trend of consumption, especially that of healthful and non-toxic and environmental friendly food is a driving force from the emerging new group of consumers who demand organic rice with high nutritional values.

The Healthy Food Healthy Life project is a perfect example of how design can be used to tell a story and promote a healthier lifestyle. It is a testament to the power of design in creating a unique brand experience and promoting a healthier lifestyle. The project's success and the Golden A' Design Award it received are a testament to the team's creativity and dedication.