Project Overview
There is a story in the historic Changlu Temple: one night, the kitchen janitor found that someone sneaked into the kitchen to steal sauce to eat, thinking that it was a thief who grabbed a stick and beat him, but during the day he found that the arm of the Arhat statue in the temple was broken. Borrowing from this legend, the sauce packaging design made for the temple is depicted in the image of King Kong with a broken arm: obsessed with tasting hot sauce, his movements and expressions are very focused, full of fun and zen.
Project Commissioner
Hangzhou Yijian Cultural Communication Co., Ltd/Qingyi Shi/Daiyi Zhang
Project Creator
Hangzhou Yijian Cultural Communication Co., Ltd/Qingyi Shi/Daiyi Zhang
Team
Hangzhou Yijian Cultural Communication Co., Ltd/Qingyi Shi/Daiyi Zhang
Project Brief
The packaging is painted with the image of a broken-arm Arhat, and the stone carving style is used to make the whole image more ancient and full of history. The image of the Vajra Arhat is supposed to be a solemn Buddha statue, or a majestic and angry look, but now it is obsessed with tasting, which makes people curious and laughable, and the contrast in the image also adds to the memory.
Project Innovation/Need
The stories and legends are vivid, witty, interesting, and accurately positioned. Let this soy sauce become an Internet celebrity product of the temple.
Design Challenge
It is necessary to express the delicacy of the food and the peculiarities of the temple's history, which cannot be expressed through photography and pictures, as with traditional food packaging. Finding a good entry point is key to this work.
Effectiveness
Every customer who sees this package is curious about the deliciousness of the product and has the desire to try it.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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