A Kind of Rice Keeps a Hundred People | 一樣米養百樣人 2017-09-23T08:49:42+00:00

Project Description

A Kind of Rice Keeps a Hundred People | 一樣米養百樣人

Description:

Inspired by Bonnie Chan’s final-year project to promote the locally grown Yi O Rice, the「DesignXcel」project team brainstormed and concluded with a unique collaboration. The local brand Red A would be a good fit to turn her concept of “a kind of rice keeps a hundred people” into reality, as they also appreciate and support the illustrations of Bonnie very much. Together with a promotional video on Yi O co-produced with schoolmate Ting Lok Yin, Bonnie hopes to maximise exposure for the local brand.

The two seemingly unrelated brands were then paired up to reinforce their products of locality through working together on a marketing campaign. While Yi O spreads their name for local agricultural products, Red A markets their food containers for steamer through Bonnie’s graphics of 100 characters of different jobs, alluding to the Chinese proverb “a kind of rice keeps a hundred people”.

A few printing collaborators were involved to test print the 100 characters on the curved sloping surface of Red A’s food container. TML Apparel Ltd had the most satisfactory result, yet to avoid friction with the container edge, the graphics would be shrunk and only be printed at the bottom.

While the red of the collection comes from the traditional dining “cock bowl”, the blue is inspired by the Chinese blue and white porcelain. Even the colour scheme of red and blue works perfectly to link the rare local combination of agriculture (Yi O), manufacturing (Red A) and printing (Asia One, Artop and TML), industries that are often considered declining in importance.

Red A sponsored 200 food containers and Yi O provided 20kg locally grown rice for the readily printed 100-character limited-edition festive gift packages by TML Apparel Ltd for the marketing campaign showcase. Thanks to Asia One and fellow graduate Sandra Ho, within each container there is a health recipe tailor made to replenish the occupation of the specific printed character. The stories of the 100 characters were also printed on postcards as gifts to promote Yi O Rice.

在設計畢業生陳澤宜的畢業作品 — 推廣本地二澳米的啟發下,《設計列陣》項目團隊發現本地品牌紅A的公司理念與陳的概念「一樣米養百樣人」不謀而合,而紅A亦十分欣賞陳同學的設計,可為其推出作品,再配合與另一同學丁諾言合作拍攝二澳宣傳片,則相得益彰,盡收宣傳效果。

兩個看來毫不相關的品牌會以配對形式一同以市場營銷企劃作產品宣傳。此合作模式可使二澳推廣其本地米的同時,紅A能起用陳同學百個不同職業的繪圖設計作產品的印刷圖像,以「一樣米養百樣人」的概念,重新包裝和宣傳極具本土特色的蒸飯盅。

在測試印刷的過程中,數位合作印刷商嘗試將設計印刷於蒸飯盅的曲面表面上。TML在眾印刷商中有着最佳印刷果效,但為減少與產品邊緣磨擦而引起的印刷失誤,圖像會縮小並印在貼近底部的位置。

系列所用的紅色來自傳統的公雞碗,而藍色則由中國的青花瓷器所啟發。色調上的配搭天衣無縫,正好將經常被誤以為夕陽行業的農業(二澳)、工業(紅A及浪尖)和印刷業(宏亞及TML)以紅藍兩色連結在一起合作,造就這個罕見的本地組合。

紅A將贊助二百個蒸飯盅,由TML印上繪圖設計;而二澳則提供20公斤的本地米一同於企劃中以限量形式推出。除二澳米外,蒸飯盅當中亦有一張由宏亞印務及何依靖同學所提供,為不同職業量身定制的健康食譜。100個不同職業的故事亦會被印刷成明信片,以小禮卡的形式推廣二澳米。

Design Graduate:

Chan Chak Yee, Bonnie | 陳澤宜

Ho Yi Ching, Sandra | 何依靖

Ting Lok Yin | 丁諾言

Collaborator:

Asia One Printing Ltd. | 宏亞印務有限公司

Star Industrial Co. Ltd. | Red A 星光實業有限公司 | 紅A

TML Apparel Ltd.

Yi O Agricultural Cooperation Ltd. | 二澳農作社

Email:

bonniechan030395@gmail.com

Hoyiching128@gmail.com

tingtingbye@gmail.com

School:

Advertising | Technological and Higher Education Institute of Hong Kong | 香港高等教育科技學院