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Featured image for Songhua River Rice Packaging Highlights Traditional Chinese Cultural Elements

Songhua River Rice Packaging Highlights Traditional Chinese Cultural Elements

by Chloe Gordon on 04/27/2022 | 2 Minute Read

33 And Branding designed the effortlessly stunning packaging for Songhua River Rice. Inspired by traditional Chinese cultural elements, the packaging showcases stunning visual aesthetics. By implementing laser cutting, the packaging features fish scale-inspired textures with three-dimensional qualities. Additionally, the triangular shape subtlety continues the fish-inspired design. This packaging system is truly a work of art.


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Songhua River Rice, is a high-end rice product under Suyuan Food Group. As the traditional Chinese festival - the Spring Festival approaching, we designed a beautifully packaged rice product as gifts to customers of the Spring Festival gifts, so the overall design needs to echo the festive atmosphere of the Spring Festival, highlighting the traditional Chinese cultural elements and auspicious good meaning.

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"Koi" in Chinese tradition has the meaning of more than one year, good luck. We take "Koi" as the main shape of the product, and extract the elements of water, light and earth into it, and redesign the traditional cultural language to form a perceptible visual language. At the same time, the main visual color of koi is extracted, which is perfectly combined with the pattern to achieve the purpose of complementing the overall visual effect with the unique selling point and production area of the product. We use the unique fine grain pearlescent paper, in order to better highlight the smoothness and texture, and use laser cutting technology combined with artificial, so that the fish scale slightly turned up, making the whole package more three-dimensional beautiful.

This striking unique packagings are both creative and aesthetical alongside with a good moral, keeping a deep impression to the consumers. It helps enhancing the customer's favor for the brand, as well as the brand marketers to complete a successful marketing.

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Editorial photograph
Editorial photograph
Editorial photograph

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