作品名称 I 星享家·赤金蛋黄锅巴
品牌持有 I 芸灵实业
设计机构 I 彭狮包装设计工作室
设计总监 I 彭伟
产品开发 I 邢雯
项目管理 I 解云
这是一款产自中国云南·元阳的赤金蛋黄锅巴，属于乡村振兴的包装设计。其背景故事，讲述了元阳梯田红米产于世界文化遗产元阳哈尼梯田里，是哈尼人民种植了1300多年的优良品种。虽历经岁月更替、时代变迁，但梯田红米依然保持着千年独特的品质。
This is a red gold egg yolk pot made in Yuanyang, Yunnan, China, belonging to the packaging design of rural revitalization. The background story tells the story of Yuanyang terraced red rice produced in the Hani terraced fields of Yuanyang, a world cultural heritage site. It is an excellent variety planted by the Hani people for over 1300 years. Despite years of change and changes, terraced red rice still maintains its unique quality for thousands of years.
设计以元阳红米梯田插画作为基底，这一色彩视觉语言体现：原始农耕之纯粹，高品质为产品之本，提销带货为乡村振兴本源。第一感是吸引消费者的重要印象，结合在线AI绘画平台Midjourney，通过设计师输入关键词，生成这副带有艺术感的原生元阳梯田，为赤金蛋黄锅巴的“原产地之美”凸显情绪价值。被誉为“世界最美十大梯田”之一，其地理价值已被消费者认同，接下来就是如何突破心理层面产生下单需求，其红色大米形状进一步凸显其身份，在视觉上产生“产品配方”的心理暗示。在包装结构上设计可撕开的封条，便于开启与封存。
The design is based on the illustration of Yuanyang red rice terraces, and this color visual language reflects the purity of primitive agriculture, high-quality products as the foundation, and sales promotion as the source of rural revitalization. The first impression is to attract consumers. Combined with the online AI painting platform Midjournal, the designer inputs keywords to generate this original Yuanyang terraced field with an artistic sense, highlighting the emotional value of the "beauty of origin" of the red gold egg yolk pot. Known as one of the "Top Ten Most Beautiful Terraces in the World", its geographical value has been recognized by consumers. The next step is to break through the psychological level and generate an order demand. Its red rice shape further highlights its identity, creating a visual psychological suggestion of "product formula". Design a tearable seal on the packaging structure for easy opening and storage.
在品牌背书维度，加入了元阳·梯田红米地理文字标识，附和“高品质”的品牌印象。整体包装紧密联系梯田与红米的配色与设计手法，赋予包装“高品质”的精致感，为消费者提供了高情绪价值。整体设计素雅简单而传达高效，为消费者选购提供了清晰的选购逻辑，也为品牌印象的传达奠定了良好的基础。
In the dimension of brand endorsement, Yuanyang Terraced Red Rice geographical text logo has been added, echoing the brand impression of "high quality". The overall packaging is closely linked to the color scheme and design techniques of terraced fields and red rice, giving the packaging a sense of "high quality" delicacy and providing consumers with high emotional value. The overall design is elegant, simple, and efficient in conveying, providing consumers with clear purchasing logic and laying a good foundation for conveying brand impressions.
