Interview about Korea 195 Grapefruit Biscuit Snacks Packaging, winner of the A' Packaging Design Award 2023
Korea 195 Grapefruit Biscuit Packaging Design uses the image of a little girl swinging under a grapefruit tree to create a retro feeling and remind customers of the brand history. The design advocates that biscuits are for different people, so the package made of recyclable materials incorporates culture, experience and context to tell a unique story and to create an emotional connection and resonance with the customers.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe design of the 195 Grapefruit Biscuit packaging was inspired by traditional Korean imagery, with the little girl swinging under the pomelo tree symbolizing joy, nostalgia, and cultural connection. This evokes a sense of happiness and tradition, creating an emotional link to the product that resonates with both older and younger generations.
We focused on using eco-friendly materials that still maintained the product's freshness, such as biodegradable packaging and natural inks. This allowed us to create a visually appealing design while ensuring the packaging aligned with sustainability goals, balancing both environmental impact and product protection.
We wanted to honor Korean heritage and create a deeper connection with consumers by incorporating traditional cultural elements. The image of the little girl swinging under the pomelo tree reflects the innocence and joy of Korean traditions, enhancing the brand storytelling by connecting the product to the rich cultural history of Korea.
The Bronze A' Design Award has encouraged us to continue pushing creative boundaries while balancing innovation with cultural authenticity. It has reinforced the importance of thoughtful, story-driven design, and we now approach future projects with even greater confidence in integrating cultural elements and sustainability into our packaging concepts.
The emotional resonance of the Korea 195 Grapefruit Biscuit Snacks Packaging lies in its blend of nostalgia and modern appeal. The traditional imagery of the swinging girl under the pomelo tree connects with consumers' cultural memories, while the clean, contemporary design meets modern aesthetics. This combination bridges the gap, making the product feel both familiar and fresh, appealing to both older generations and younger, design-conscious consumers.
Creating the innovative grooves and hollowed-out sections was a technical challenge, as we had to ensure the packaging remained sturdy and protective. We carefully balanced the structural integrity with the aesthetic design, using durable yet lightweight materials. The hollow sections were designed with precision to avoid compromising the product’s freshness while adding a unique, visually appealing touch.
The Korea 195 Grapefruit Biscuit Snacks Packaging reflects a growing awareness of sustainability in the Asian market. By using eco-friendly materials and emphasizing environmental responsibility, the design aligns with consumers' increasing demand for products that are both culturally rich and environmentally conscious, showing a shift toward more sustainable packaging choices.
The illustrations, particularly the little girl swinging under the pomelo tree, tell a story of joy, tradition, and connection to nature. They reflect the cultural heritage of Korea, where nature and innocence are cherished. This imagery ties back to the brand’s roots in Korean traditions, emphasizing a nostalgic and emotional bond with the product while honoring its heritage.
Market research revealed that consumers are increasingly drawn to products that combine cultural authenticity with modern values, such as sustainability. We found that younger consumers are particularly interested in eco-friendly packaging, while older generations appreciate traditional elements. This informed our decision to blend traditional Korean imagery with environmentally conscious materials, creating a design that appeals to both cultural pride and contemporary eco-awareness.
The success of the Korea 195 Grapefruit Biscuit Snacks Packaging sets a precedent for integrating cultural heritage with sustainable practices. It shows that consumers in the Asian market value both eco-consciousness and traditional storytelling. This design may inspire other brands to adopt similar approaches, blending sustainability with cultural elements to create more meaningful, environmentally-friendly packaging.
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