A rice bag to hug and to carry as a baby, a distinctive packaging born from the everyday life observation.

When it comes to bagged rice of 5kg, we realized that most consumers choose to hug the product in their arms so that to avoid the discomfort caused by carrying the handles. To meet the demands of different families for tastes and nutrition arrangements, the brand launched three types of rice and we created a totally new and experiential way to carry the bag and bring it home.

Three types of rice for different dietary demands of the families.

Adorable packaging arouse people’s affection to the product and willingness to give a hug to it.

The whole visuals are modern and simple, resulting in a more appealing and catching style for younger people.

The entire series of packagings highlights the features of the different types of rice.