Type of applicant company

品牌方

Country

中国

Company Website

https://www.shiyuedaotian.com/

Images

Brand of the Product

Shiyuedaotian

Designer Name

Packaging Design Department of Shiyuedaotian

Position of Designer

无

Target Consumer

Exquisite mothers aged 25-40 and experienced middle class individuals pursue a high-quality and healthy lifestyle, with a focus on young women born in the 1990s.

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

大货消费品 Mass Production

Design Story

With the upgrading of rice consumption, more and more health-conscious Chinese individuals have higher expectations for the freshness and processing of rice. Research has found that freshness is one of the key motivations for consumers to purchase rice. However, the majority of people still have to rely on buying bulk or vacuum-packed rice from supermarkets. In order to overcome this challenge, Shiyuedaotian has upgraded its industry and packaging to launch its first Shiyuedaotian Xianmi, allowing consumers to enjoy fresh, nutritious, and delicious rice anytime and anywhere.
In terms of design, it breaks through the traditional design and shelf image of rice, grafting the familiar "suction jelly bag type" of consumers onto the innovative structure of rice products. The overall product is fashionable, personalized, and convenient to use.

Highlights

The launch of this product has solved two problems.
Firstly,it has caught the attention and interest of young consumers in the highly saturated and homogeneous rice industry , the overall packaging design, combined with consumer usage scenarios, has resonated widely with consumers.
Secondly, the innovative freshness-locking technology has broken through the industry's nitrogen-filled freshness-locking technology barrier, providing more possibilities for the industry's development.

Market Performance

not public

Material（For concept works, please choose the material you plan to use）

其他 塑料复合袋 Plastic composite bags

Craft

The product is made with matte plastic composite bags,the brand logo and product name are printed in a special translucent white color, highlighting the rice's natural appearance. The front side features a transparent window, while the rest of the visual elements are predominantly printed in green, emphasizing the product's fresh and natural characteristics.

Does the design solve the problems that are common across the product category? If so, please explain.

It solves the problem of excessive homogeneity in packaging and freshness-locking technology within the rice industry. The industry primarily adopts 2-side or 6-side vacuum packaging. This packaging design brings a fresh perspective to product development in the industry, providing more possibilities for design choices in terms of shape, material selection, and freshness-locking technology.

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

Processed rice loses the protection from its husk and bran layers, and the nutrients in the rice are prone to aging when exposed to air, resulting in a decrease in the nutritional value and edible quality of the rice. By using nitrogen gas to replace the air inside the packaging, it can effectively maintain the freshness of the rice.
After the rice is opened, improper storage of rice after opening can lead to decreased taste and quality, and even endanger physical health.
Shiyuedaotian Xianmi utilizes a standing pouch with a nozzle and a wide-mouth rotating cap design.We can immediately seal it after pouring, greatly reducing the exposure to air, the sealed packaging is moisture-proof, preserving the rice's natural flavor. The bottom of the package is designed to be self-standing, which does not pour or spill, breaking through the current situation of traditional rice packaging that is difficult to store after opening, making storage more neat and convenient.

Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.

We are also concerned about environmental issues and encourage the reuse of the packaging after use. It can be repurposed for storing flour, nuts, or a variety of grains and cereals. Additionally, the packaging can be creatively transformed into useful items through DIY projects, lightening the burden on the Earth.