Hao Prawns 조미료 패키징 by Jin Zhang is a highly esteemed winner of the very prestigious 2024 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2024

Hao Prawns 조미료 패키징

by Jin Zhang

Client: Wuhan Sanbu Brand Design

A' Design Award 철상 Winner in 패키징 Category

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Colors

The Design

About Hao Prawns 조미료 패키징

디자이너는 넓은 흰색 영역을 사용하여 유사 제품들과 차별화하고, 친숙한 포커 캐릭터와 가재를 결합하여 소비자들이 친근감을 느끼도록 했습니다. 브랜드명의 한자가 잘못 발음되기 쉽기 때문에, 디자이너는 중국어 병음 주석을 사용하여 브랜드의 영문 로고를 디자인했습니다. 성조를 추가함으로써 브랜드명을 정확하게 발음하기 쉽게 만들었으며, 성조 형태는 체크 표시와 같아 브랜드의 보조 그래픽을 형성합니다.

The Recognition

About the A' Design Award 철상

Hao Prawns 조미료 패키징, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Hao Prawns 조미료 패키징, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Hao Prawns 조미료 패키징, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

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

Unique Properties: This is a series of crayfish seasoning products. Most similar products in supermarkets are mainly in red. Designers use white bags to make people's first impression of this product healthier. At the same time, they have designed an IP image. Through the combination of familiar playing cards and crayfish, people can quickly develop a sense of familiarity and understand the product properties at a glance. This combination makes the product more memorable.
Dimensions & Packaging: Width 185mm x Depth 45mm x Height 256mm
Tags: Packaging design, Hao Prawns, Seasoning, illustration, Chinese design, Wuhan Sanbu brand design
Production Technology: For better product preservation, these series of products are sealed with aluminum foil bags, with a matte film covering the surface for a more textured feel.
Design Challenge: This is a commonly used seasoning in people's daily lives, and the biggest challenge in design is not to use the designer's perspective, but to use the consumer's perspective, starting from health, differentiation, and easy to find second time purchases. So designers need to constantly play the role of consumers and ponder the psychological state of consumption.
Research: These series of products are mostly purchased by consumers in supermarkets, so designers went to many supermarkets and looked at the shelves of the same type of products. They conducted research from different perspectives, and found that in order to break through, the first thing is to have a sense of jumping in color, making it easier for people to find. In addition, it is necessary to have elements that are familiar to people but different from other brands, in order to make consumers remember.
Inspiration: This is a seasoning for stir frying crayfish. Crayfish is a favorite food among people. The designer has observed that people enjoy playing poker after eating crayfish, and the people on the cards are very familiar elements. The designer combines crayfish and poker together, making people feel familiar and friendly at first glance, and can also see the product properties at a glance.
Project Duration: The project started in Wuhan, China in July 2023 and was completed in Wuhan, China in August 2023. It is expected to be sold in Hubei, China in March 2024.
Operation Flow: On most shelves with red products, white is very easy to see, and designers use familiar poker characters and crayfish patterns that are easy to understand at a glance. At the same time, designing logo English characters in the form of Chinese pinyin annotations helps people correctly read the first rare Chinese character in the product name, which helps promote the brand. At the same time, this pinyin annotation "HAO" adds tone, becoming an auxiliary graphic for the brand.