Country

中国(China)

Official website

https://www.alibabagroup.com/en/global/home

Images

Brand Name

Taste of countryside

Designer Name

Huang He，Jiang Yuning，Yang Fan，Jin Qi，Zhang Xue

Position of Designer

Designer

Target Group

Young Internet Consumers

Major sales

电商 E-commerce

Positioning

大货 Mass Production

Design Story

The project involves county commodity packaging based on the public welfare campaign, by Ali group, aiming to revitalize rural areas. Many good Chinese products can be found in small counties and cities. We select products with unique flavor from more than 20 undeveloped counties across the country, and we create a new landmark food IP "Taste of Countryside" series, to integrate environmental-friendly packaging, young people’s aesthetics and fun graphic design into rural product’s packaging, and we sell goods online through multiple channels and platforms.

Highlights

Nationwide, more than 800 counties have just shaken poverty off, and one of their pillar businesses is agricultural products and they have their own special dishes, but they are rarely accepted by public due to poor package. We analyze snack fans with big data, and make popular packaging for rural products in line with the trend. Special handwriting brush figures are different from other packages on the market, it improves more attractions to the product. Utilizing cute illustration patterns in design can shorten the distance between certain part of customers and the product, and it also can display its unique advantage.

Market Performance

无

Material

其他

Craft

Its’ package is made of degradable environmental-friendly wheat straw materials, and it reduces using of printing color. All packages are made of primary color paper, so while protecting environment, it also restores the simple texture of agricultural products.The design brings hand and brush writings, trendy and cute patterns, and primary color paper with unified bright color collocation, as a result, the design is vivid and attractive.

Does the design solve the problems that are common across the product category?

The mindset about delivering products from counties to other areas and unified regional label design help little-known products from different counties to be known by more people. Special handwriting brush figures are different from other packages on the market, it improves more attractions to the product.

What functional designs of the work have enhanced the user experience?

A simple package can help lower the cost. The cute illustrations can extend the influence of "Taste of Countryside" and stimulate more peripheral products.

Did the design help increase the sales performance of the product?

This project offers service for more than 20 former national poverty-stricken counties, builds agricultural brands with more influences, and it goes to multiple online sales channels belonging to Ali group. We try our best to support and bring benefits to those villagers from different counties by supporting and helping the counties’ pillar industries.

Does the work consider sustainability (environmentally or commercially, or both)?

Its’ package is made of degradable environmental-friendly wheat straw materials, and it reduces using of printing color. All packages are made of primary color paper, so while protecting environment, it also restores the simple texture of agricultural products.