2023 | Professional

MUSE Design Awards Silver Winner

Tian Chun Food-Essence of Chicken Packaging Design

Entrant Company

SPOUTDESIGN

Category

Packaging Design - Other Packaging Design

Client's Name

Tian Chun Food/Kuo tung

Country / Region

Taiwan

Tian Chun Food – Essence of Chicken Packaging Design

Every little drop counts for the miracle | Tian Chun's sincerity makes you feel at ease.

The Tian Chun brand expects to show care for family health through chicken essence and bring family members closer together. By accumulating a little drop each day, we can hold our home together for life.



The visual language is expressed through the "drip" of chicken essence. To distinguish from existing market designs that often use real chicken images, the packaging features a cute and friendly design of a hen and baby chick, using the symbols of "one drop, one bit, and one bowl." This creates a warm image of "Home-loving Chicken".



Packaging Orientation:

The packaging targets 30-40 years old consumers who need gifts for their elders, with an emphasis on the "Homeloving" image.



Packaging Features

1. Eco-friendly materials / To reflect the product's health and natural qualities, recycled kraft paper is used for the packaging, with single-color white printing to reduce excessive processing and reflect eco-friendly packaging.

2. Packaging visuals / From single packaging to 10, 30,60 -packaging gift sets, the images show the process of a chicken from an egg to a mother hen caring for her chicks, expressing the product's intention to care for the family members.

3. Packaging structure / The square packaging structure provides more space for shipping, while the simple and convenient structure save time and effort on packing.



Credits

Creative Director
HU,TING-YAO
designer
LEE,CHIN-YUAN
designer
ZHOU,NAN
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