Luhua Xiaomo 참기름 패키지 디자인 by Tiger Pan is a highly esteemed winner of the very prestigious 2020 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2020

Luhua Xiaomo 참기름 패키지 디자인

by Tiger Pan

Client: Shandong Luhua Group

A' Design Award 동상 Winner in 패키징 Category

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Colors

The Design

About Luhua Xiaomo 참기름 패키지 디자인

루화 샤오모(Luhua Xiaomo)는 소량으로 수작업 생산되는 맷돌 참기름을 위해 디자인된 패키지이다. 용기는 지름 50mm, 높이 210mm의 곧은 원통형 유리병이다. 접착식 라벨은 병 둘레를 350도 감싸며, 음식을 신문지에 싸던 시절을 떠올리게 하듯 옛 신문 지면처럼 레이아웃되었다. 글자는 옛 중국 상점 간판의 방식대로 세로쓰기로 배치하였다. 라벨이 덮이지 않은 좁은 틈은 내용물의 양을 보여주는 양각 대저울 눈금으로 활용된다.

The Recognition

About the A' Design Award 동상

Luhua Xiaomo 참기름 패키지 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Luhua Xiaomo 참기름 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Luhua Xiaomo 참기름 패키지 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: In 1980s, we wrapped snacks and seasoning stuff with newspaper. It was a period when food was not always available yet precious. Luhua Group is the biggest sesame oil producer. Different from normal sesame oil, the grinding sesame oil is hand-making, with less output but much more fragrant.
Dimensions & Packaging: Diameter 50mm,Height 210mm, Glass Bottle with 350 degrees adhesive label.
Tags: Bottle, Sesame Oil, Luhua, Grinding Sesame Oil, High End.
Production Technology: We reshaped the bottle with glass which is quite different with the all condiments in China. People are more like holding a roll of newspaper than a bottle for its cylindrical shape.
Design Challenge: When manufactured, the label are not able to cover the bottle in 360 degree. Yet, the gap uncovered is turned into an embossed steelyard's mark, where consumers can see the amount. The production technique of this sesame oil is advanced so it is no longer neglected but emphasized in this newspaper-like layout. All characters are placed in order, complying relative laws and regulations.
Research: All Chinese condiments brand concentrated in how to improve the taste of their product but overlooked the importance of product packaging over past 4 decades. The quality of Luhua's products is undoubtedly the best in China, but the package is still outdated just like all condiments packaging in market, all bottle are exactly the same. We redesigned all information with old Chinese newspaper’s layout, so that the product name can be seen as soon as possible.
Inspiration: The bottle is minimized into a straight round one, while the label is designed into a newspaper, inspired by a childhood memory. The newspaper-wrapped bottle builds up a natural emotional connection with consumers as it reminds them of the old times and the premium quality. The layout is inspired by Chinese old signages of street shop where characters were put straight down with an attempt to convey that the brand is authentic and traceable.
Project Duration: The project was done within 2 months. The design is finished in Shenzhen, production in Laiyang City, Shandong Province.
Operation Flow: By creating the cylindrical bottle for Luhua, we have also brought forth a different choice to the condiment market in China and the neat bottle of sesame oil is now standing out from its competitors. With this widely consumed product, Luhua not only upgrades its own branding image, but also draws common people's attention to aesthetic orientation in consumption activities.
Team Members: Designer: Tiger Pan, Qian Chi
Picture Credits: Kelin Tan
Technicion: Zhangkun Xie