Bronze Packaging Design · 2020
Luhua Xiaomo Sesame Oil
by Tiger Pan
- A' Design Award 2020 Bronze Winner in Packaging Design
- Awarded April 15, 2020
- CLIENT: Shandong Luhua Group
- Estimated Number of Design Views: 19,570
- Verification code 193A9B74B4 · Verify this award
About Luhua Xiaomo Sesame Oil
Luhua Xiaomo is packaging designed for grinding sesame oil, a hand-made oil produced in small quantities. The container is a straight cylindrical glass bottle, 50 mm in diameter and 210 mm high. The adhesive label wraps 350 degrees around the bottle and is laid out like an old newspaper, recalling a time when food was wrapped in newspaper. The characters are set vertically, in the manner of old Chinese shop signs. The narrow uncovered gap becomes an embossed steelyard mark that shows the amount held inside.
Press Kit
- Unique Properties
- In 1980s, we wrapped snacks and seasoning stuff with newspaper. It was a period when food was not always available yet precious. Luhua Group is the biggest sesame oil producer. Different from normal sesame oil, the grinding sesame oil is hand-making, with less output but much more fragrant.
- Dimensions & Packaging
- Diameter 50mm,Height 210mm, Glass Bottle with 350 degrees adhesive label.
- Tags
- Bottle, Sesame Oil, Luhua, Grinding Sesame Oil, High End.
- Production Technology
- We reshaped the bottle with glass which is quite different with the all condiments in China. People are more like holding a roll of newspaper than a bottle for its cylindrical shape.
- Design Challenge
- When manufactured, the label are not able to cover the bottle in 360 degree. Yet, the gap uncovered is turned into an embossed steelyard's mark, where consumers can see the amount. The production technique of this sesame oil is advanced so it is no longer neglected but emphasized in this newspaper-like layout. All characters are placed in order, complying relative laws and regulations.
- Project Duration
- The project was done within 2 months. The design is finished in Shenzhen, production in Laiyang City, Shandong Province.
- Operation Flow
- By creating the cylindrical bottle for Luhua, we have also brought forth a different choice to the condiment market in China and the neat bottle of sesame oil is now standing out from its competitors. With this widely consumed product, Luhua not only upgrades its own branding image, but also draws common people's attention to aesthetic orientation in consumption activities.
- Research
- All Chinese condiments brand concentrated in how to improve the taste of their product but overlooked the importance of product packaging over past 4 decades. The quality of Luhua's products is undoubtedly the best in China, but the package is still outdated just like all condiments packaging in market, all bottle are exactly the same. We redesigned all information with old Chinese newspaper’s layout, so that the product name can be seen as soon as possible.
- Inspiration
- The bottle is minimized into a straight round one, while the label is designed into a newspaper, inspired by a childhood memory. The newspaper-wrapped bottle builds up a natural emotional connection with consumers as it reminds them of the old times and the premium quality. The layout is inspired by Chinese old signages of street shop where characters were put straight down with an attempt to convey that the brand is authentic and traceable.