Peng Guozhi · CLIENT: Peng Guozhi Strategic Packaging Studio
The packaging design for this series of ecological rice is also rooted in profound strategic insights. With the rapid development of the Chinese economy, consumers in China prioritize safety and taste when purchasing rice. Noticing that ecological rice brands mainly emphasize safety without recognizing the greater value of deliciousness, the team named the brand Green Field Watchmen. The team emphasizes the sales proposition that ecological rice is more delicious, reflected in the creation of this series.
Press Kit
- Unique Properties
- Green Field Watchmen, a brand specializing in ecological rice production. The unique style of our contents, coupled with personalized animal characters, are a rare find in the rice product category.
- Dimensions & Packaging
- Width 245mm xDepth 90mm x Height 340mm
- Tags
- Grain, Ecological Rice, Rice Packaging, Bag, Packaging Design
- Production Technology
- The boxes are printed on recycled paper and bonded to corrugated paper. The handle is also made of paper
- Design Challenge
- Problem：it's hard to convince customers of the authenticity of rice that claims to be original ecology.
Insight ：people have a natural affection for animals. With the appearance of wild animals, they can feel that the environment is original ecology.
Challenge ：how to let customers notice our products at first glance.
Measures：wild animals that are unique to the country of origin are used as prototype to do personification creation where both animals and human are the guardians of the green land, guarding the origianl ecology environment and protecting the products of original ecology.
Peculiarity：Among various kinds of rice, the gaze from guardians make the products stand out. - Project Duration
- October 2023,launched in Hangzhou, China.
- Operation Flow
- The unique style of our contents,This distinctive approach fosters a strong connection with consumers, making our product stand out and effortlessly capturing attention in any setting. This not only resonates with consumers but also opens up additional avenues for sales opportunities.
- Research
- In various cities across China, we visited numerous consumers to understand their perspectives on rice and listen to their consumption needs. Simultaneously, we extensively researched the planting history, ecological environment, cultivation methods, breeding and selection, processing, and transportation processes in the rice's places of origin. To ensure our packaging design stands out in the market, we studied almost all rice packaging available in China and experienced various rice products, ultimately giving birth to the creative inspiration for this series.
- Inspiration
- The packaging takes inspiration from wildlife in the place of origin-roe deer, red-crowned crane, manchurian tiger, scaly-sided merganser and sable, which are vividly personified in design.Watching the green field, the brand name mirrors human's addiction to nature and conveys ecological nature of product growing environment.Make the brand name "GREEN FIELD WATCHMEN" impress and deliver brand position as a ecological brand.
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