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創意總監? 文成武↖字體設計?  洪美玲↖創意團隊? 一冊品牌設計背景 

延邊朝鮮族自治州，首府駐延吉市，是吉林省的9個地級行政區之一  。延邊州地處中國東北吉林省東部中朝邊境，整個地勢西高東低，自西南、西北、東北三面向東南傾斜，地處北半球的中溫帶，屬中溫帶濕潤季風氣候。全州總面積4.33萬平方千米，轄6市2縣漢族人口1占總人口的60.14%；朝鮮族人口占比為35.68%。延邊又是著名的旅游風景區，被聯合國確定為“人與生物圈”的長白山自然保擴區、千里圖們江畔獨特的自然景觀、別具一格的“一眼看三國”的邊境風光、珍貴的古渤海國遺址，滿族的發祥地圓池，濃郁的朝鮮民族風情，都使人流連忘返。

品牌定位

這里得天獨厚，自然溫差大，土地肥沃這里是東北的黑土地，這里的盛產的大米一年一季，晝夜溫差大，緯度位于日本北海道同緯度。

品牌本身——有機稻米

客群定位——20-30歲為主題消費群體，30-40歲為擴散的消費群體 ，在當下的物質過剩的時代，風格則定位為即簡風格。

銷售渠道——線上線下

產品差異——黑土地，私家一畝田，天然水源，有效積溫2950度。

產品特征——自然生長，嚼勁大，味美甘甜，長白山腳下，延邊大米

設計理念

我們通過對產品定位，客群定位， 產品特征和產品差異的分析，最后羅列提煉出幾個關鍵詞，“黑土地”     “有機稻米”    “私家一畝田”    “2950”    “長白山”    “日本北海道同緯”    “簡約”    我們的設計語言和視覺傳達語言則不斷的強調深化表達出我們的關鍵詞。通過線條重復的表達來強化私家一畝田辛苦勞作的場景，在設計里面每個元素都在表達有效積2950，黑土地，日本北海道同緯度，用圖形線條的方式表達了長白山的概念，同時表達了日本北海道同緯度的概念，思考清楚了客戶真正后面的文本關系，我們做的不僅是一款大米包裝設計，而是對整個品牌制定了視覺標準和視覺語言。

設計方法論

忠于文本，同理共情

未來能走多遠，取決于我們因何而出發。

↖Yanbian Korean Autonomous Prefecture, with its capital in Yanji City, is one of the nine prefecture-level administrative regions in Jilin Province. Yanbian Prefecture is located on the Sino-North Korean border in the eastern part of Jilin Province in Northeast China. The entire terrain is high in the west and low in the east, and it slopes southeastward from the southwest, northwest and northeast. It is located in the temperate zone of the northern hemisphere and has a temperate humid monsoon climate. The total area of ??the prefecture is 43,300 square kilometers, and it governs 6 cities and 2 counties. The Han population accounts for 60.14% of the total population; the Korean population accounts for 35.68%. Yanbian is also a famous tourist scenic spot. The Changbai Mountain Nature Reserve, which has been identified as a "man and biosphere" by the United Nations, the unique natural landscape of the Tumen River, the unique "seeing three kingdoms at a glance" border scenery, the precious ruins of the ancient Bohai Kingdom, the birthplace of the Manchus, Yuanchi, and the rich Korean ethnic customs all make people linger.

Brand positioning

This place is blessed with a large natural temperature difference and fertile land. This is the black soil in the northeast. The rice produced here is produced once a year. The temperature difference between day and night is large. The latitude is at the same latitude as Hokkaido, Japan.

The brand itself - organic rice

Customer positioning - 20-30 years old is the main consumer group, 30-40 years old is the diffuse consumer group. In the current era of material surplus, the style is positioned as simple style.

Sales channels - online and offline

Product differences - black soil, private one-acre field, natural water source, effective accumulated temperature 2950 degrees.

Product features - naturally grown, chewy, delicious and sweet, at the foot of Changbai Mountain, Yanbian rice

Design concept

Through the analysis of product positioning, customer positioning, product features and product differences, we finally listed and refined several keywords, "black soil" "organic rice" "private one-acre field" "2950" "Changbai Mountain" "same latitude as Hokkaido, Japan" "simple" Our design language and visual communication language constantly emphasize and deepen the expression of our keywords. The scene of the hard work of the private one-acre field is strengthened through the repeated expression of lines. In the design, each element expresses the effective area of ??2950, ??black soil, and the same latitude as Hokkaido, Japan. The concept of Changbai Mountain is expressed in the form of graphic lines, and the concept of the same latitude as Hokkaido, Japan is expressed at the same time. We think clearly about the textual relationship behind the customer. What we do is not only a rice packaging design, but also set visual standards and visual language for the entire brand.

Design methodology

Be faithful to the text and empathize with others

How far we can go in the future depends on why we set out.