美味中国－ Chinese Porcelain Inspired Spice Packaging

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For a Design for Production unit, we were required to design a paper bag packaging. The dimensions and the bag foldings were fix however we had the freedom to create our own brand and product to put into the pack.

I've chosen to create a Chinese spice packaging for cooking.

Concept

Food has been a major part of the Chinese culture. Spices and family recipes has been carefully passed on from generations to generations.

The concept of the packaging is to create a brand that produces Chinese spices of the highest quality

- just like fine china - hence the usage of Chinese porcelain inspired design.

To represent the brand and spices' long history, traditional Chinese painting inspires the art direction of the main illustrations. The illustrations on each packaging metaphorically represents the characteristic of the spices it contains.

Branding

The brand name I've created is called 美味中国 (mei wei zhong guo). In direct and blunt translation it would be 'Tasty China". The 4 words were translated into a traditional Chinese seal as the logo of the brand.

(as you will see in later pictures)

I want the brand to represent that it literally means - bringing authentic, tasty and high quality flavours of China conveniently to your kitchen.

Pack flavours

Chinese Five Spices (五香粉)

I've created 5 beautiful maidens for this pack. Each maiden represent one spice and her character is based on the flavour profile of each individual spice.

Sweet Plum Sauce (藓梅酱)

The sweet plum sauce is represented by the Chinese plum tree

Spicy Sichuan Sauce (四川酱)

The dragon is a powerful icon in Chinese legends. It's fire breathing capabilities suits the flavour of Sichuan sauce. Hot, spicy and powerful.