项目名称：云南遮放镇遮贡米包装设计
品牌名称：遮贡米
设计机构：彭狮包装设计工作室
设计师：彭伟
云南遮放镇拥有非常广阔的稻田，肥沃土地上生长着当地特别品种，其生长周期长达180天，米粒大而长，色泽晶莹如玉，被明熹宗钦封为贡米，遮放贡米的香味可以和任何美味佳肴媲美。我们该如何传递“高亲和和高品质”的品牌印象，成为本次设计的重点传达意图。
The town of Chafang in Yunnan Province has a very vast paddy field. The fertile land is covered with a special local variety. The growth cycle is up to 180 days. How should we convey "high affinity and high quality" brand impression, become the focus of this design to convey the intention.
第一感是吸引消费者的重要印象，特别绘制的插画寓意着每一粒粮皆辛苦，为遮贡米的“高亲和”凸显情绪价值。遮放镇作为遮放贡米的第一产品，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，包装结构设计上特别加入了90年代最具代表的文件袋形式，还原朴质年代的记忆故事，可撕开的封条细节加入了产品卖点。整体包装以淳朴的配色与设计手法，赋予包装“高品质”的手作感。
The first feeling is an important impression to attract consumers. The illustration specially drawn means that every grain is laborious, highlighting the emotional value of the "high affinity" of Zhigong rice. As the first product of Zafang Gongmi, the geographical value of Chafang Town has been recognized by consumers. The next step is how to break through the psychological level to generate orders. The most representative form of file bag in the 1990s is specially added to the packaging structure design to restore the memory story of the simple era, and the details of the detacheable seal are added to the selling point of the product. The overall packaging with simple color matching and design techniques, give packaging "high quality" hand sense.
在品牌背书维度，加入了遮放镇种植贡米的农民代表，附和“高品质”的品牌印象；通过手绘老牛与农民、稻谷的场景，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, the representatives of farmers who grow Gongmi in Chafang Town are added to echo the brand impression of "high quality". Through hand-painted scenes of old cattle with farmers and rice, it provides high emotional value for consumers. The overall design is simple and elegant, simple and efficient, which provides a clear logic for consumers to choose and buy, and also lays a good foundation for the communication of brand impression.
