Beautiful Life Ka Hana Nui: Ka Hōʻeha Pahu No Nā Pōpō ʻAʻala by Pica Packaging Design Lab

Beautiful Life Ka Hana Nui: Ka Hōʻeha Pahu No Nā Pōpō ʻAʻala by Pica Packaging Design Lab is a highly esteemed winner of the very prestigious 2020 A' Design Award Keleawe in Hoʻolālā ʻUhi Competition Category.

KeleaweʻUhi· 2020

Beautiful Life Ka Hana Nui: Ka Hōʻeha Pahu No Nā Pōpō ʻAʻala

by Pica Packaging Design Lab

Client: Beijing Lvsan Chemistry Co.Ltd.

A' Design Award Keleawe Winner in ʻUhi Category

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Verified Award Winner

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Colors

The Design

About Beautiful Life Ka Hana Nui: Ka Hōʻeha Pahu No Nā Pōpō ʻAʻala

Kikokikona Puke: ʻO Beautiful Life kahi hoʻolālā pahu no nā pōpō ʻaʻala e kūʻai ʻia ma Kina. Ua hoʻoponopono paʻa ʻia ka hoʻolālā pahu no nā pōpō ʻaʻala, no laila ua like ka nui o nā huahana ma ka mākeke. Hoʻohana ʻo Beautiful Life i kahi hōʻailona kākau nani, nā pua pīki, a me kahi kiʻi i unuhi ʻia mai ka pena kahiko o Kina. He ʻano ʻōpeʻa ko ka puka wehe, kahi hōʻailona kuʻuna o ka pōmaikaʻi. Ua paʻi ʻia ka pahu kini i ʻewalu kala, a ua kālai ʻia a hōʻalaʻala ʻia ke pahu pepa. Hoʻopili ka pahu kini i ke ʻala a hiki ke mālama ʻia a hoʻohana hou ʻia. Loaʻa kahi pōhaku loko huna e paʻakikī ai i nā keiki ke wehe.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Beautiful Life Ka Hana Nui: Ka Hōʻeha Pahu No Nā Pōpō ʻAʻala i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Beautiful Life Ka Hana Nui: Ka Hōʻeha Pahu No Nā Pōpō ʻAʻala he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Beautiful Life Ka Hana Nui: Ka Hōʻeha Pahu No Nā Pōpō ʻAʻala i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The design team create a vintage-like brand. The logo takes the core idea of Chinese calligraphy, the peach flowers and the old lady come from ancient Chinese painting, the open window is a bat shape which in Chinese culture a symbol of blessing. These elements present customers a picture of traditional Chinese culture and the good old wish of happiness. The team also design a split bags in addition for preservation purposes, and the one-more package will deliver a safer and cleaner user experience.
Dimensions & Packaging: Tin can: 75mm diameter * 83mm height
Paper box: 76mm width *76mm length *84mm height
Tags: Packaging, China, Culture, Daily chemicals, Household, Mothball
Production Technology: 8-color tinplate printing
Carving on paper
Gilding over paper
Design Challenge: The first challenge is tight regulation by government. The team have to put "Paradichlorobenzene" and low-toxic icon on the center front which is more identifiable than the brand. The team changed the font weight to emphasize the brand. The second challenge is from the client that they think the tin can package is like a candy box and kids may eat the pills mistakenly. The team design a hidden lid beneath the top lid, which is rarely impossible for kids to open but adult can open it easily.
Research: The quest is to upgrade the existing package. The old version is known for its low price and the competition in its existing market is fierce. After a cross-region survey the team figure out that most consumers are price-insensitive as the product is infrequently used, and it would volatilize easily. In view of this condition, the team decide to change the position of the product from a chemical pesticide into an beneficial ornament - the team assume customers would keep the tin can in their cabinet for a long time, and can be reused. The new package helps client expand the market.
Inspiration: Mothballs in China are classified into low-toxic chemical, which means the packaging needs to obey several restrictive terms announced by Agricultural Department. These restrictions lead to a market that almost every brand looks alike, thus the team's first mission is to make it looks different. after analyzing the competitors, the team find that brand recognition is the fatal factor for the mothball market. The team create a calligraphic logo, and the decorating elements are taken from ancient painting.
Project Duration: The project started in January 2019 in Beijing and finished in April 2019 in Beijing.
Operation Flow: The Chinese name of Beautiful Life is "香生记", which means a lively color brings forth fragrance. As the odor of mothball may not be accepted by all the people, the team work changed the package from plastic bags into tin cans to seal it. The team also asked its client to change the perfume into more traditional and natural ones.
Team Members: Creative Director: Shuwei Qi
Art Director: Yeqiu Liu
Typographer: Qianqian Jiang
3D designer: Rijiang Wang
Photographer: Zhenzhou Liang
Account Executive: Yue Zhu
Image Credits: Shuwei Qi and Rijiang Wang, 2019.