Type of applicant company

设计机构

Country

中国

Company Website

https://www.uniquead.cn/

Images

Brand of the Product

Tiao Shi

Designer Name

Shuang Xi，Tian Dong，Li Wei，Zhao Yi Wei

Position of Designer

无

Target Consumer

New middle - class families (families of three with children) pursue efficient refinement, simplicity, convenience, health and cleanliness. These families with children have higher demands for the taste, quality and nutrition of rice.

Distribution Channels

电商 E-commerce

Positioning

大货消费品 Mass Production

Design Story

Focusing on the high - frequency and high - quality staple food needs of middle - class families with children, our product is based on 100% pure Wuchang rice. By strictly controlling the quality and taste of Wuchang rice at the source, we create a distinct taste difference from the counterfeit Wuchang rice in the market. Characterized by a chewy, springy texture and a sweet aftertaste that intensifies with chewing, our rice quickly wins over consumers' taste buds.

Product communication that addresses pain points: Highlighting the five characteristics of freshness, aroma, softness, glutinousness, and sweetness as product selling points, and using "wanting to have one more bowl of rice" as the core benefit point to communicate with families that have a demand for staple carbohydrates.

Therefore, in product design, we break away from the traditional rice packaging forms and focus on eye - catching elements and experience highlights. We use the "bowl" to attract attention and introduce a new and simple way of cooking. Not only can consumers eat with this bowl, but they can also cook with it. Moreover, we mark the water - level scale on the bowl. Consumers can easily cook three bowls of rice with one bowl of rice and one bowl of water, perfectly meeting the staple - food needs of a family of three.

In terms of packaging design, the traditional rice - related images always involve elements like land, rice paddies, harvests, and farmers. However, we create a memorable point with a gluttonous kid (who is so focused on gobbling up the food with a bowl that his face is not even visible), triggering consumers' association that the rice is delicious. This enables us to quickly capture consumers' attention in the traditional rice market.

Highlights

1. We use the "bowl" to attract attention and introduce a new and simple way of cooking. Not only can consumers eat with this bowl, but they can also cook with it. Moreover, we mark the water - level scale on the bowl. Consumers can easily cook three bowls of rice with one bowl of rice and one bowl of water, perfectly meeting the staple - food needs of a family of three.

2. Break away from traditional rice - related images such as land, rice plants, harvest scenes, and farmers. Instead, use the image of a gluttonous child who is so intent on having a meal with a bowl in hand that his face is not even visible to create a memorable highlight. This triggers consumers' association that the rice in this bowl is delicious, thus enabling us to quickly capture consumers' attention in the traditional rice market category.

Market Performance

Since its official launch and operation from July 2024 to January 2025, as a product in the high - price echelon of the rice category on Xiaohongshu, it has achieved the following results:
- The cumulative sales volume on the Xiaohongshu platform has exceeded 7,000 boxes (including sales by influencers), and the number of users adding it to their shopping carts on Xiaohongshu has reached over 10,000.
- It has cooperated with Xiaohongshu influencers with millions of followers.
- It has topped the popularity list on Xiaohongshu several times, with the best result being the top - ranked position at No.1.

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

纸质 Paper

Craft

Both the bowl and its lid are made entirely of edible waterproof paper.
An easy - to - tear paper - aluminum sealing film gasket is used as the packaging seal, serving the purposes of both sealing and enabling easy tearing.
In terms of functional convenience, the shape of the paper bowl allows consumers to easily access the rice at any time without the need for additional rice - scooping tools, reducing cumbersome steps.
From an environmental perspective, traditional materials such as plastic and aluminum cans have been abandoned, and environmentally friendly and biodegradable paper materials have been selected. This not only aligns with the current trend of green consumption but also reduces environmental pollution.

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

First, in graphic design, it breaks through the rustic feel of traditional rice packaging, demonstrating that agricultural products can also possess a high - end aesthetic.

Second, in product design, it is deeply connected to users' usage scenarios, enabling the design to facilitate daily life.

Third, when using traditional packaging to take out rice, tools like spoons are needed, which is cumbersome. The opening design of the paper - bowl packaging allows consumers to pour the rice directly, making the operation simple and quick, and greatly improving the convenience of use.

Fourth, in terms of storage, with traditional packaging, consumers have to store the rice themselves after opening the bag. However, with the single - bowl packaging, consumers no longer need to worry about storage issues. As a rice product that is both aesthetically pleasing and practical, it can even be placed on the kitchen island as a display of lifestyle.

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

1. One - bowl packaging is exactly enough for a meal for a family of three. As long as it is convenient to use, it can encourage users to increase the frequency of use.
2. Each bowl is marked with water - level scales, so even consumers who can't cook can easily make delicious rice.
3. Single - bowl packaging makes storage easier, and it can even be refrigerated in the fridge.
4. The single - bowl design is more portable, expanding consumers' consumption scenarios. For example, it can be easily taken out for camping or gatherings.

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

1. The bowl - type packaging is easy to reuse. Moreover, Xiaohongshu users have repurposed it into various small containers, adding fun to daily life.
2. Besides being a container for rice, it can be used as a disposable edible paper bowl.
3. Made of paper, it is biodegradable and won't put pressure on the environment.