Gimme A Hug

Creative Agency: RONG Design and Consulting Company
Creative Director: Sun Li
Project Type: Produced, Commercial Work
Packaging Content: Rice
Location: China

To meet demands of different families for tastes and nutrition arrangements, the brand launched rice, black rice and millet. The brand intends to highlight the characteristics of product series via simple and distinctive packaging and present the young and innovative connotation positioning of the brand. In the process of researching and analyzing products, we has found that when it comes to bagged rice of 5kg, most consumers choose to hug the product in arms when buying so as to avoid the discomfort caused by carrying the handle, because the size and proportion of the 5kg rice bag feels more comfortable and convenient. This gives the rise of designing a baby-shaped rice bag. Customers are able to tell product categories easily from the simulation of different skin colors. Product content is seen with the help of the hollowed-out technology. All these makes the packaging lovely and full of fun. These lovely babies displayed on the shelf induce people to hug them.

We found that when it comes to bagged rice of 5kg, most consumers choose to hug the product in arm so as to avoid the discomfort caused by carrying the handle.

Three types of rice for different dietary demands of the families. Adorable packaging arouse people’s affection to the product and willing to give a hug to it. The whole visual of the design is modern and simplified, which is more welcoming by the youth. The series packaging are all highlighting the features of the distinctive rice type.

The way of “hugging” the package makes the gesture more appealing and stand out from the normal packaging of the same product.