PROJECT_TYPE
PROJECT NAME
DATE
ART_DRICOTER
DESIGNER
_包装设计
_乐享家餐具包装设计
_2022
_jaja/lili
_jaja/lili
一个品牌下产品类型多样，如何让它们看起来像一家人？我们没有为每个产品单独设计，而是反着来——先找到能贯穿所有产品的专属文化符号，用这个符号把不同品类串联起来。
这个符号来自品牌名本身：“家”。
我们把“家”的概念提取为图形主题，结合原有大米包装的视觉风格，设计了一个兼具文化感与简洁性的品类标志，统一出现在所有通用包装盒上；再搭配描述产品名称的小标签，增加细节与装饰感。
整体调性往“和煦暖风·蓝天”的方向走，温暖、自然、有生活气。这个项目的核心不是“设计一个好看的盒子”，而是设计一套规则——让每款产品都有自己的个性，又都遵循同一个家族的秩序，当它们一起出现在货架上时，是一支有组织、有记忆点的队伍。“家”是品牌的名字，也是我们想留给消费者的印象。
How do diverse products under one brand feel like a family? Instead of designing each separately, we identified a unifying cultural symbol rooted in the brand name: “Home.”
We translated “Home” into a core graphic motif, aligned with the existing rice packaging style, and created a simple yet culturally resonant category mark applied across all universal boxes. Product names appear on small label tags, adding detail and distinction.
With a tone of warm breeze and blue sky—natural, gentle, and lived-in—the project focuses not on designing a single beautiful box, but on establishing a system. Each product retains its individuality while following a shared order, forming a cohesive, memorable presence on shelf. “Home” is both the brand name and the lasting impression we aim to leave.