Songhua River Rice: A Packaging Design Masterpiece

33 and Branding Co., Ltd. Transforms Rice Packaging with Cultural and Aesthetic Brilliance

The Songhua River Rice is a high-end product from the Suyuan Food Group, often presented as corporate gifts during the Chinese New Year. The packaging design needed to encapsulate the festive atmosphere, traditional Chinese cultural elements, and convey a positive moral. The designers chose the Koi as the packaging form, combining elements of water, light, and earth. The patterns and color features of the Koi were incorporated to enhance the overall visual effect.

What sets this design apart is not just its unusual shape, but also its special materials. To enhance the quality and smoothness of the packaging, the team chose fine pearl paper and employed laser cutting technology. This made the scales of the Koi clearer, and the entire packaging more three-dimensional and vivid. The packaging measures 210mm in width, 40mm in depth, and 160mm in height.

The project, which began in September 2018 in Beijing, was completed in December 2018 and was exhibited in a supermarket the same month. The design team, including Xiaowei Zhang, Jing Xu, Zengwei Qin, and Jingyan Li, faced the challenge of creating a high-end, auspicious packaging for a product that is traditionally packaged in plastic bags. After determining the originality as Koi carp, the requirements for subsequent materials and production technology were very high. Through continuous cutting pressure testing, they finally achieved the effect of complete scaling without cutting off.

The packaging design has been successful in leaving a deep impression on consumers, enhancing their favor for the brand, and aiding the brand marketers in successful marketing. The design is both creative and aesthetical, with a good moral. The copyrights for this design belong to 33 and Branding, 2019. The images of the design were captured by photographer Jing Xu in 2019.

The Silver A' Packaging Design Award is rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder. The Songhua River Rice packaging design by 33 and Branding Co., Ltd. is a deserving winner of this prestigious award.