疆果娃娃
Jiangguo Wawa
the Dry Fruit and Nut Snacks
疆果娃娃是新疆原产原装的系列干果零食。果实原料取自新疆黄金产区。由于新疆自身运输效率，导致最新鲜的果实成熟后无法及时配送至市场，因此当地均会在果实成熟前采摘，以保证运输过程中果实不会变质，但因此果实的营养及口感大打折扣。品牌方将果实成熟后及时在原产地加工，针对不同品种采用诸如冻干、晒干等不同加工工艺以保证果实最纯正的口味及营养能最大程度的锁住，其更希望疆果娃娃系列产品可以以时尚品牌零食的面貌与消费者见面，而非传统的土特产形象。品牌方需要一套统一完整、极具识别度且时尚、老少皆宜的品牌包装方案。
我们希望该款产品是直观的，形如其名，不需要额外的解释。“疆果娃娃”的名称和当地的风土民俗让我们联想到了俄罗斯套娃，顺着该思路，我们设计了一位新疆维吾尔族的小姑娘，她身着维吾尔族民族服饰，自信甜美地将其家乡特产的果实介绍给食客。罐体采用了令人感到安全的大地色，并没有过高的饱和度和过度丰富的颜色，整体配合这位小姑娘的外观及神态，无论单个还是组合摆放都让人感到信赖、放松且愉悦。
该系列作品荣获为2020年Pentawards 铜奖。
Jianguo Wawa is a series of dried fruit and nut snacks originally produced in Xinjiang. The fruits are taken from the gold producing area in Xinjiang China. Because of Xinjiang’s low transportation efficiency, the freshest fruits cannot be delivered to the market in time after they are ripe. Therefore, the locals will pick the fruits before they mature to ensure that the fruits will not deteriorate during transportation, so that the nutrition and taste of the fruits are greatly reduced. The producer of Jianguo Wawa processes the fruits in the place of origin in time after they are mature, and adopt different processing techniques such as freeze-drying and sun-drying for different varieties to ensure the purest taste and nutrition of the fruits can be locked in. They hope that the Jiangguo Wawa series products can meet consumers with the appearance of stylish snacks, rather than the impression of traditional local products. The products need a unified, complete, recognizable and fashionable packaging solution suitable for all ages.
We hope that this product is intuitive, just like its name, without additional explanation. The name of “Jingguo Wawa” and the local customs remind us of Russian dolls. Following this idea, we designed a young girl who is from Xinjiang Uyghur. She dresses in Uyghur national costumes, confidently and sweetly introducing the specialties from her hometown to diners. The can bodies are applied with the soil color that makes people feel safe, for there is no too high saturation and rich colors. The overall match with the appearance and demeanor of the little girl makes costumers feel relax and delightful whether it is placed individually or in combination.
This series of works won the 2020 Pentawards Bronze Award.
设计总监 Design Director / 罗昊祯
设计 Designer / 林鹤 罗昊祯
图片处理 Picture Perfection / 宋薇敏
