Interview about Korea Grapefruit Tea Packaging, winner of the A' Packaging Design Award 2023
The story of grapefruit tea drink and fashionable traditional culture is a little girl's fantasy, which can find inspired by her traditional clothing. It dances like a girl in a traditional Korean costume. The whole package is exquisite and traditional, which complements the grapefruit tea gold and Korean traditional blue, and stands out from the competition. The main reason for designing the packaging of Korean pomelo tea drinks is to make them stand out in the homogeneous market and attract the attention of every generation.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsWe combined traditional Korean culture with modern design, inspired by the hanbok, using grapefruit gold and traditional blue to create packaging that blends heritage with contemporary aesthetics. The use of printed aluminum cans not only preserves freshness but also enhances visual appeal, successfully capturing the attention of consumers across all generations.
We wanted to create a design that not only highlights the product’s freshness but also tells a cultural story. The dancing girl motif in traditional Korean dress symbolizes elegance and heritage, offering a unique visual identity that sets the packaging apart from conventional fruit-based designs.
Printing gold and blue on aluminum required precise plate alignment and advanced color layering to maintain vibrancy and detail. We overcame challenges like color bleeding and uneven finishes by using refined plate-making techniques and high-quality inks, ensuring a flawless and striking design.
Our market research revealed the need for a unique identity, leading us to blend vibrant grapefruit gold with traditional Korean blue and the hanbok-inspired form. This approach combined freshness with cultural elegance, creating a standout design in a crowded market.
We maximized the compact space by using bold colors, intricate details, and the hanbok-inspired silhouette to create depth and movement. This ensured the design remained visually striking while fitting perfectly within the 50mm x 45mm x 23mm format.
The aluminum cans provided a smooth, durable surface for vibrant printing and embossing. This allowed us to enhance the hanbok-inspired design with metallic finishes, creating a visually dynamic and premium look while ensuring practicality and freshness.
The grapefruit gold represents vitality and freshness, while traditional Korean blue symbolizes harmony and heritage. Together, they create a balanced blend of modern energy and cultural authenticity, making the packaging both meaningful and distinctive.
We combined the elegance of traditional Korean elements, like the hanbok-inspired motif, with modern aesthetics and vibrant colors. This balance ensured the design appealed to younger audiences while honoring cultural roots, resonating with all generations.
The use of a traditional Korean cultural motif, like the hanbok-inspired dancing girl, instead of typical fruit imagery, was a bold departure from conventional designs. Additionally, combining cultural authenticity with modern colors and premium materials challenged the norm of simple, straightforward packaging.
This design sets a precedent for blending cultural storytelling with modern aesthetics, encouraging brands worldwide to explore authentic, heritage-driven designs. It demonstrates that culturally-inspired packaging can create strong emotional connections while appealing to global consumers' desire for unique, meaningful products.
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