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.

To meet demands of different families for tastes and nutrition arrangements, the brand launched three types of rices. 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.

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 highting the features of the distictive rice type.

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