Sugar of Wagu 캔디 패키징 by Jie Yang is a highly esteemed winner of the very prestigious 2022 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2022

Sugar of Wagu 캔디 패키징

by Jie Yang

Client: Decelent

A' Design Award 동상 Winner in 패키징 Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Sugar of Wagu 캔디 패키징

'슈가 오브 와구(Sugar of Wagu)'는 중국 후베이 지역에서 아마란스 곡물 씨앗으로 만드는 전통 과자를 위한 패키지 디자인이다. 이 과자는 투자족(土家族)의 향토 별미다. 두꺼운 종이 외피는 평면 상태로 인쇄된 후 호랑이 형태로 접히며, 과자는 알록달록한 배 부분에 담긴다. 모든 색상은 투자족 브로케이드 문양에서 비롯되었으며, 지역에서 자생하는 식물에서 추출한 것이다. 이 천연 안료는 약 1년이 지나면 색이 바래며, 이로써 패키지는 자연으로 돌아간다. 이 디자인은 잘 알려지지 않은 지역 특산물을 더 많은 대중에게 친숙하게 알리는 것을 목표로 한다.

The Recognition

About the A' Design Award 동상

Sugar of Wagu 캔디 패키징, 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. Sugar of Wagu 캔디 패키징, 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. Sugar of Wagu 캔디 패키징, 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: This case is a processed candy produced in Hubei, which is processed from the seeds of grain amaranth. It is a traditional delicacy of Tujia Nationality in Hubei. As a local specialty, it is only known by locals and has low popularity in other places. Customers hope to let more people know and love it through this new packaging design.
Dimensions & Packaging: Length: about 15cm width: About 8cm height: About 20cm
Tags: Candy, Tujia nationality, gift, year of the tiger, environmental protection, plant pigment
Production Technology: After the whole package is printed in plane, the hard paper shell is folded into a "tiger" shape. All colors are extracted from local natural plants. After about a year, the color will gradually disappear and complete the ecological cycle. This is the awe and protection of nature.
Design Challenge: The biggest challenge of this case is: the designer team wants to follow the traditional Chinese concepts of "harmony between man and nature" and "low-carbon and environmental protection", so they don't want to use chemical pigments for printing. In order to highlight local characteristics, the designer team selects 8-10 colors from Tujia brocade, all of which are extracted from local natural plants. In the process of extracting plant pigments, Encountered many difficulties and finally completed the task successfully under the guidance of local artists.
Research: This design is an upgrade case. The customer said: the popularity of Wagu sugar itself is relatively low. Coupled with the low-level packaging design, the market of Wagu sugar is more depressed. The customer very much hopes to have a packaging, which can at least give people outside the world the opportunity to recognize this product, and then slowly realize their joy. Therefore, the primary task of the designer team is how to attract people's attention with packaging. After a period of field investigation, the designer team was attracted by the gorgeous and rich colors of the local Tujia brocade, so it decided to use this colorful minority color in packaging.
Inspiration: The meaning of "Cute kids" is hidden in the meaning of wagu's Chinese characters. The designer decided to extract the color from the local Tujia brocade art and make the packaging into lovely little tigers, because this year is just the year of the tiger in China. Putting the candy into the colorful belly of the tiger means "tiger is powerful and sweet". It is a portrayal of a happy life and can also make the products accepted and loved by more outsiders.
Project Duration: The project will be started in Octoberr 2021 and completed in February 2022. Design completed in Shenzhen, proofing in Shenzhen, production in Hubei province.
Operation Flow: The designer obtains the color source from the local Tujia Brocade: all colors come from the local natural plants. After visiting local artists, the designer team concentrated on selecting 8-10 common colors to make them printing inks. This kind of ink will be very gorgeous at the beginning of printing, but over time, the color will gradually disappear, and finally complete the life journey of biological pigment. This is very environmentally friendly and also reminds people that "a better life needs continuous efforts" in order to remain gorgeous forever.
Team Members: JieYang