Xiangke Sunflower Seeds Packaging

Xiangke Sunflower Seeds Packaging

Xiangke Sunflower Seeds Packaging is an innovative packaging design solution that exemplifies creative storytelling through visual elements, awarded the Bronze A' Design Award in the Packaging Design category. The design features a distinctive approach to snack packaging by incorporating anthropomorphized animal characters - specifically a monkey, hamster, and parrot - each depicted with exaggerated expressions of surprise and delight, with their open mouths mirroring the shape of sunflower seeds. This clever visual metaphor serves to communicate the product's quality and appeal while establishing an emotional connection with consumers. The design, created by Sun Linlin under the creative direction of Zhou Jingkuan, employs a sophisticated understanding of consumer psychology by presenting three distinct character variations representing different demographic groups - male, female, and elderly - thereby broadening its market appeal. Available in both plastic bag format (155x200mm) and tin can (110x130mm) variants, the packaging demonstrates technical versatility while maintaining consistent brand identity. The design successfully addresses the challenge of conveying product attributes through visual storytelling, particularly emphasizing the size and taste of the sunflower seeds through the characters' expressions. This award-winning design, recognized at the A' Design Award competition, represents a significant innovation in food packaging design, combining practical functionality with artistic expression to create a memorable and effective retail presence.

packaging design, snack packaging, character illustration, visual storytelling, consumer engagement, food branding

— Adam Dawson

CITATION : "Adam Dawson. 'Xiangke Sunflower Seeds Packaging.' Design+Encyclopedia. https://design-encyclopedia.com/?E=438968 (Accessed on June 28, 2025)"