Project Title: Dynasty Organic Condiments
Class: Packaging Design 2
Year: 2011 Fall
Brand: Dynasty Asian Food
Instructor: Paul Kagiwada
Student Name: Jiajie Wang
We were asked to pick a existing food brand, analysis its weakness and target market then create a
series of redesign for both its mass-matket product line and high-end boutique line, 4SKUs for each lines. (this project is designed for its High-end line)
The boutique line of existing food brand could be hypothetical and we were allowed to change the logo when we feel necessary.
The goal is to create a boutique line which should be unique, appealing, high-end in term of products themselves, and the design should reflect the price point
Dynasty is the name of the existing food brand I’ve chosen to redesign. Their businesses includes selling Chinese foods and ingredients
as well as foods from other Asian countries.
The current images of their ingredient’s packagings are somewhat generic and unsophisticated, it is lacking a strong shelf impact.
The concept of my design is paying respect to Chinese history as well as the origins of when these ingredients are made to known back to ancient times. A series of numbers on the bottles indicates the years when the ingredients were made and populated in China. The choices of having blue and white color is inspired by Chinese ceramic art.