Type of applicant company

品牌方

Country

中国

Company Website

无

Images

Brand of the Product

XURI

Designer Name

XURI New Product Packaging Development Team

Position of Designer

non

Target Consumer

This product targets consumers including Chinese people, ethnic Chinese, other Asians who eat salted eggs, and non-Chinese consumers willing to try new things.

Distribution Channels

大型商场 Shopping Mall

Positioning

大货消费品 Mass Production

Design Story

1.The primary color of the product's outer packaging is the orange-yellow hue of salted egg yolk, covering over 70% of the packaging area.
A.This strengthens consumers' direct associative memory of the product while establishing a quick visual recall point with a unified color scheme, whether on shelves or promotional displays in main aisles, allowing consumers to rapidly identify the brand by color.
B.The orange-yellow tone on food packaging enhances appetite and vitality.
2.The product's hallmark is its long-standing craftsmanship of hand-making with straw ash (rice straw ash), a method from a 300-year-old Qing Dynasty book Xingyuan Journal. The book is a culinary monograph authored by Li Huanan, a scholar in the reign of Emperor Qianlong during the Qing Dynasty (1644-1911).  This technique is now also recognized as intangible cultural heritage. Highlighting this method on the packaging communicates to consumers its distinction from most market alternatives using mud or brine-cured eggs.
3.Forward-thinking: While competitors often use actual product photos, this design employs post-processing to make Xuri's salted egg images stand out—appearing more lifelike than photos and more refined than digital illustrations, creating a unique identity that strengthens consumer recall through packaging. All these efforts aim to achieve visual harmony between the brand, product, and consumers.
4.Economic benefits of the redesigned packaging: Amid soaring trade tariffs, the initial gift box version have launched in 2024 lost its price competitiveness. To address this, the new design was swiftly launched:
A.Reduced costs by eliminating handles, embossed textures, and foil stamping, replacing foam with plastic trays.
B.Compact structu reeducing average packaging material costs by 25%, as well as increased container loading by 68%, cutting logistics costs.These two aspects have partially offset the impact of high tariffs.
C.Priced at half the original 20-egg version despite containing 12 eggs.
Sales performance and feedback confirm this as a win-win solution for factories, retailers, and consumers.

Highlights

Externally, the main product image design highlights the product's advantages while maintaining brand recognition.
A. This main image was created by first photographing Xuri's own salted duck egg product, then using computer-based 3D rendering and image compositing techniques.
B. Graphics generated from actual product photos can reinforce consumers' memory after purchase when they see and taste the food.
C. The grainy texture of the salted egg yolk, the eggshell edges, and the nearly dripping oil droplets all deliver direct visual impact and stimulate appetite.

Internally, the intangible cultural heritage rice-straw ash production technique carries dual significance: first as a heritage craft, and second as a rice-straw ash method - both serving as distinctive selling points that differentiate it from ordinary market products.

Market Performance

Market Performance and Commercial Value:‌
In December 2024, Xuri Intangible Cultural Heritage (ICH) Preserved Eggs (Songhua Pidan) were first launched at Costco stores in the U.S. The initial inventory was planned to cover sales from Black Friday, Thanksgiving, Christmas, through Lunar New Year. However, a San Francisco store sold out within just three days. In just over a month, nearly 10 shipping containers were sold, with some stores running out of stock within a week.
Then, in June 2025, Xuri ICH Straw Ash Salted Duck Eggs made their debut at Costco stores in the U.S. These delicacies became highly popular ahead of the Mid-Autumn Festival. One store sold out of more than 5 pallets within a week. In just over a month, nearly 10 shipping containers were sold, and some stores have already run out of stock.

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

PET塑料 PET material; 纸质 Paper

Craft

Using a combination of paper boxes + two 6-pcs PET egg cartons.
1.Unlike placing duck eggs solely in paper grids or directly in paper boxes, which are prone to damage, PET egg cartons provide better protection for duck eggs during transportation and storage.
2.By tightly fitting a paper box around two stacked 6-egg cartons, compared to the conventional flat-packaging of 12-pcs cartons, this design creates a larger visual surface area on the outer packaging, making the product more visible to consumers from a distance.
3.Both paper boxes and PET are biodegradable materials.