Interview about Parsirang Egg Producer, winner of the A' Packaging Design Award 2025
In the design studio, the designer aimed to create packaging with a strong identity. They sketched a hen wearing a scarf to evoke a rural, fresh feel. Yellow symbolized egg yolks and morning warmth, while red added energy and authenticity. The typography was bold and clear, ensuring quick message delivery. After hours of refinement, the final design wasn't just packaging; it told a story of a countryside farm and fresh eggs, conveying trust and quality to customers.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe hand-drawn hen in a headscarf was inspired by rural life and traditional poultry farming. I aimed to evoke trust, nostalgia, and natural quality by humanizing the hen as a caring figure. Using ink and watercolor added warmth and authenticity. The design connects emotionally, standing out with a handcrafted feel while reflecting the brand’s values—freshness, purity, and a deep cultural bond.
The color choices were rooted in emotional symbolism and product essence. Yellow reflects egg yolks, sunlight, and freshness—evoking morning warmth. Red adds energy and tradition, while white symbolizes purity. Together, they reinforce the brand’s rural authenticity, natural origin, and promise of freshness, creating an emotional, sensory link with customers that feels both familiar and genuine.
I chose cellulose for its strength and eco-friendliness, ensuring eggs stay protected. To balance function with emotion, I paired this with hand-drawn illustrations and watercolor textures. The structure met technical needs, while the visuals delivered warmth and nostalgia—blending practicality with a handcrafted, authentic feel that sets the brand apart.
The typography was designed to feel both confident and personal. I chose bold, legible letterforms to ensure clarity on shelves, then softened them with subtle curves and handcrafted touches. This balance reflects the brand’s blend of trustworthy quality and rural charm, supporting the nostalgic, human story told by the illustration and reinforcing the design’s emotional impact.
Research showed that consumers value authenticity, freshness, and emotional connection in food packaging. By studying market trends and local buying behavior, I found a gap for designs that feel both natural and trustworthy. This insight guided the blend of traditional rural imagery with sustainable materials and functional structure—positioning Parsirang as both nostalgic and modern.
To ensure visual consistency, I created a modular layout where key elements—like the hen illustration and typography—could scale or shift without losing balance. I preserved the core visual identity across all sizes, adjusting spacing and proportions carefully. This approach kept the emotional and aesthetic impact intact, while meeting practical and structural needs for each pack.
I experimented with ink and pen sketches combined with watercolor washes to capture warmth and nostalgia. Watercolor’s organic texture added a handcrafted feel that digital methods couldn’t replicate. To adapt for mass production, I refined the artwork digitally to preserve details and color fidelity, ensuring the design retained its authentic, artistic quality on sustainable packaging materials.
My illustration background helped me create a hen character that balances cultural authenticity with universal warmth. By blending traditional elements like the headscarf with expressive, approachable features, I crafted a mascot that resonates locally while appealing broadly. This fusion deepens emotional connection and reinforces the brand’s story of care, quality, and heritage.
The project’s success stems from its authentic storytelling, sustainable materials, and handcrafted aesthetics. The hand-drawn hen and warm color palette evoke nostalgia and trust, while the cellulose packaging aligns with eco-conscious values. This thoughtful blend of emotional design, functionality, and sustainability made Parsirang stand out, earning it the Bronze A’ Design Award.
Parsirang’s approach shows that sustainable packaging can be both eco-friendly and emotionally engaging. By integrating traditional artistry with modern materials like cellulose, it sets a new standard for authentic, responsible design. I believe this fusion will inspire the industry to prioritize cultural storytelling and sustainability together, creating packaging that connects deeply while protecting our planet.
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