Aromatic Rice
南稻香
CL.—Guantian Farmers’ Association
AD.—Yu-Shu Chien
C.—Renee
I.—Tzu-Hsuan Hung
D.—Yu-Hsin Chan
P.—Li-Chuan Chen
南稻香
CL.—Guantian Farmers’ Association
AD.—Yu-Shu Chien
C.—Renee
I.—Tzu-Hsuan Hung
D.—Yu-Hsin Chan
P.—Li-Chuan Chen
“The Value of a Bag of Rice Is More Than Just Rice” serves as the core concept to redefine agricultural product packaging. Rooted in local sentiment and cultural landscapes, this design creates packaging that unites visual storytelling, product functionality, and sustainability.
Illustration is employed as the primary visual language, blending the unique scenery and cultural symbols of Guantian District, Tainan—such as Longtian Station, the Hatta Yoichi Memorial Park, and the pheasant-tailed jacana. These elements are composed into an aerial pastoral scene, cleverly forming the shape of a rice grain. This symbolizes the origin of nourishment and strengthens both product identity and recognition. Beyond being a concrete depiction of the place of origin, it serves as a poetic reflection of cultural memory and emotional ties to the land. With a fresh style and soft, warm colors, the illustration evokes imagery of rice fragrance interwoven with nature’s rhythm.
The packaging adopts vacuum-sealed pouches paired with a paper sleeve, ensuring a sense of cleanliness and premium quality while enhancing shelf presence and visual appeal. The sleeve retains a natural texture and minimizes printing processes, highlighting the brand’s commitment to sustainability and resonating with the ecological conservation values of Guantian wetlands.
The message “Eat well, eat good rice” is simple yet heartfelt, reminding people to cherish their daily meals and healthy lifestyle. It conveys not only the deliciousness of the rice itself, but also a mindful approach to dining, fostering a deeper emotional connection between the brand and its consumers.
以「一包米的價值，不只是米」為核心思維，重新定義農產品包裝。藉由地方情感與自然人文為出發點，打造一款結合視覺敘事、產品機能與永續思維的包裝設計。
插畫作為主視覺語言，融合台南官田區的在地景觀與文化象徵，描繪出隆田車站、八田與一園區、水雉等元素，構築出具有地域感的田園俯視圖像。整體畫面巧妙地組建成一顆米粒的造型，象徵萬物滋養的起點，也強化產品本身的主體性與識別度。這不僅是對產地風貌的具象描寫，更是一種文化與土地情感的縮影。插畫風格清新，色彩溫潤柔和，營造出米香與自然交織的生活意象。
採用真空包裝搭配袖套，不僅展現潔淨高品質，也提升產品陳列辨識度與視覺美感。材質保留自然手感，降低印刷加工，強調品牌對環境永續的重視，也呼應官田濕地保育的理念。
主張「好好吃飯，吃好吃的飯」，簡潔而溫暖地喚起人們對日常餐桌與健康生活的珍視。不僅傳達「米好吃」的產品力，更傳遞「飯要用心吃」的生活態度，建立品牌情感與消費者的深層連結。
Illustration is employed as the primary visual language, blending the unique scenery and cultural symbols of Guantian District, Tainan—such as Longtian Station, the Hatta Yoichi Memorial Park, and the pheasant-tailed jacana. These elements are composed into an aerial pastoral scene, cleverly forming the shape of a rice grain. This symbolizes the origin of nourishment and strengthens both product identity and recognition. Beyond being a concrete depiction of the place of origin, it serves as a poetic reflection of cultural memory and emotional ties to the land. With a fresh style and soft, warm colors, the illustration evokes imagery of rice fragrance interwoven with nature’s rhythm.
The packaging adopts vacuum-sealed pouches paired with a paper sleeve, ensuring a sense of cleanliness and premium quality while enhancing shelf presence and visual appeal. The sleeve retains a natural texture and minimizes printing processes, highlighting the brand’s commitment to sustainability and resonating with the ecological conservation values of Guantian wetlands.
The message “Eat well, eat good rice” is simple yet heartfelt, reminding people to cherish their daily meals and healthy lifestyle. It conveys not only the deliciousness of the rice itself, but also a mindful approach to dining, fostering a deeper emotional connection between the brand and its consumers.
以「一包米的價值，不只是米」為核心思維，重新定義農產品包裝。藉由地方情感與自然人文為出發點，打造一款結合視覺敘事、產品機能與永續思維的包裝設計。
插畫作為主視覺語言，融合台南官田區的在地景觀與文化象徵，描繪出隆田車站、八田與一園區、水雉等元素，構築出具有地域感的田園俯視圖像。整體畫面巧妙地組建成一顆米粒的造型，象徵萬物滋養的起點，也強化產品本身的主體性與識別度。這不僅是對產地風貌的具象描寫，更是一種文化與土地情感的縮影。插畫風格清新，色彩溫潤柔和，營造出米香與自然交織的生活意象。
採用真空包裝搭配袖套，不僅展現潔淨高品質，也提升產品陳列辨識度與視覺美感。材質保留自然手感，降低印刷加工，強調品牌對環境永續的重視，也呼應官田濕地保育的理念。
主張「好好吃飯，吃好吃的飯」，簡潔而溫暖地喚起人們對日常餐桌與健康生活的珍視。不僅傳達「米好吃」的產品力，更傳遞「飯要用心吃」的生活態度，建立品牌情感與消費者的深層連結。
