Communication

Lucky Egg

Extra Form

Country	China
Year	2018
Award	WINNER
Client	Changzhou Houji agriculture company
Affiliation	Company
Designer	rong, zenonchen
Description(English)	Design intends to innovate the traditional form of packaging to achieve a refreshing effect. First, through visual research, we found that two stacked eggs would make a number "8", which communicates auspicious messages in Chinese traditional culture. Meanwhile, the interesting pronunciation similarity between the lucky eight from the pool and the lucky egg, as well as the similar size and shape made the theme of lucky 8 an undoubtedly reasoned practice. The visual design of the entire package maintained the classic and decorative style, representing a visual effect with a distinctive personality through the unique triangle package.
Description(Native)	在市场上，不同品牌的鸡蛋都有着千篇一律的包装形态—长方形的纸浆盒。这样的包装形态大大降低了品牌和产品的识别度，尤其针对年轻群体，缺乏个性的产品无法激发起他们对品牌了解的兴趣，从而在同类别品牌的竞争中，往往很难取得优势。 设计的目标是将传统的包装形态实现创新，在个性化上获得耳目一新的效果。整个创意的过程像连锁化学反应一般：首先通过视觉研究，我们发现上下堆叠的鸡蛋可以组成数字8，8在文化中有着十分吉祥的寓意，同时，egg和eight又有着非常接近的发音，桌球的尺寸和形态和鸡蛋非常接近，lucky 8的主题顺理成章。 整个包装的视觉保持了经典和装饰的风格，结合和桌球一样的三角形盒包装，展示了个性十足的视觉形态。
Website	www.rong-design.com

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