Sugar of Wagu Fungsi Utamo: Kemasan Kembang Gulo by Jie Yang

Sugar of Wagu Fungsi Utamo: Kemasan Kembang Gulo by Jie Yang is a highly esteemed winner of the very prestigious 2022 A' Design Award Gangsa in Desain Kamasan Competition Category.

GangsaKamasan· 2022

Sugar of Wagu Fungsi Utamo: Kemasan Kembang Gulo

by Jie Yang

Client: Decelent

A' Design Award Gangsa Winner in Kamasan Category

11,570

Verified Award Winner

Verify Award Status for #136068

View at A' Design Award Press Release Award Badge

Colors

The Design

About Sugar of Wagu Fungsi Utamo: Kemasan Kembang Gulo

Teks Buku: Sugar of Wagu adolah rancangan kemasan untuak kembang gulo tradisional nan dibuek dari biji amaranth di Hubei, China. Kembang gulo iko marupokan makanan istimewa lokal dari suku Tujia. Cangkang karateh nan kareh dicetak dalam bantuak rato, lalu dilipek manjadi bantuak harimau, sarato kembang gulo diletakkan di dalam bagian paruik nan panuah warna. Sadonyo warna barasa dari pola sulaman (brocade) khas Tujia sarato diambiak dari tanaman lokal. Pigmen alami iko ka lunta satelah kiro-kiro satahun, sahinggo kemasan iko babaliak ka alam sacaro alami. Rancangan iko batujuan untuak mampopulerkan kakhasan daerah nan salamo iko kurang dikenal, supayo lebih dikenal dek masyarakaik nan lebih laweh.

The Recognition

About the A' Design Award Gangsa

Sugar of Wagu Fungsi Utamo: Kemasan Kembang Gulo adolah pamenang A' Design Award Gangsa, sabuah pangakuan nan sangaik bapresti nan dibarikan ka rancangan nan cemerlang nan dicirikan dek kreativitas, kacerdikan jo kabijaksanaan. Pamenang Gangsa adolah karya nan cukuik mahir jo kreatif sacaro mangesankan nan mamastikan pangalaman nan luas, imajinasi jo kacerdikan parancangnyo. Sugar of Wagu Fungsi Utamo: Kemasan Kembang Gulo dipaokan manjadi bando nan sangaik dihormati, dikagumi jo disayangi, nan profesional jo inovatif sacaro nampak. Rancangan nan manang Gangsa iko mamuek praktik tabaik dalam seni, ilimu, rancangan jo teknologi jo cemerlang dalam parhatian ka rincian. Sugar of Wagu Fungsi Utamo: Kemasan Kembang Gulo mamanuhi kaparluan jo elok, manyantuah karinduan, mamikaik parasaan jo manarik raso ingin tahu.

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