Luhua Xiaomo Sesotho sa Boroa: Sepakete sa Oli ea Sesame by Tiger Pan

Luhua Xiaomo Sesotho sa Boroa: Sepakete sa Oli ea Sesame by Tiger Pan is a highly esteemed winner of the very prestigious 2020 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.

BoronsePhuthelo· 2020

Luhua Xiaomo Sesotho sa Boroa: Sepakete sa Oli ea Sesame

by Tiger Pan

Client: Shandong Luhua Group

Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Luhua Xiaomo Sesotho sa Boroa: Sepakete sa Oli ea Sesame

Luhua Xiaomo ke sepakete se hlophisitsoeng bakeng sa ho sila oli ea sesame, e leng oli e hlophisoang ka letsoho e hlahisoang ka bongata bo fokolang. Sejana ke botlolo ea khalase e otlolohileng ea silinda, e nang le bophara ba li-mm tse 50 le bolelele ba li-mm tse 210. Lebeleng le khomaretsoeng le pota-pota botlolo ka lidigri tse 350 mme le hlophisitsoe joalo ka koranta ea khale, le hopolisang nako eo lijo li neng li phuthiloe ka likoranta. Litlhaku li behiloe ka ho ema, ka mokhoa oa lisaene tsa khale tsa mabenkele a Machaena. Sekhutlo se moqophano se sa koaheloang se fetoha letšoao le nyollotsoeng la ' steelyard' le bontšang bongata ba se ka hare.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Luhua Xiaomo Sesotho sa Boroa: Sepakete sa Oli ea Sesame ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Luhua Xiaomo Sesotho sa Boroa: Sepakete sa Oli ea Sesame e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Luhua Xiaomo Sesotho sa Boroa: Sepakete sa Oli ea Sesame e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

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