‘食角堂 The corner’ is food concept store that promotes cultural Chinese food in a healthy and convenient way. It was created by a Hakka family, who wants to escalate their culture to more people in a delicious and attractive way.
It targets 20-35 years old college and working ladies who enjoys having a healthy and organic meal even at their busy days.
Logo Concept: 食角 = 死角 = Corner. It is designed in a vintage Chinese style, expressing this brand as authentic and experienced. It includes the English name ‘The Corner’ on top, arranged in a banner. A rice and chopstick, acting as a cherry on top, are designed to emphasise on the delicacy of Chinese Hakka culture. Lei Cha (擂茶) is the most common etiquette used by the Hakka people to entertain VIP guests and family. Therefore, it is essential to carry forward this respectful quality of mind to the next generation. The concept of this packaging is to promote a convenient way to enjoy Lui Cha, while learning about the origin of Lui Cha, Ingredients as well as the making of Lui cha. The bowl will be put in the middle, presenting the ingredients. Through research, the ingredients I summarised were brown rice, Lei Cha soup powder; side ingredients: Nuts, chopped long beans, tofu, carrot, dried chopped cabbage, Manicai, preserved reddish, and sesame seeds. Related illustrations were drawn and arranged properly according to the flow of the stories.
Regarding the origin of Lei Cha, according to legend, Liu Bei led the army across Dong Ting Lake (洞庭湖) during the Three Kingdoms period. The team reluctantly supported the march to the Peach Blossom River (桃花江) and could no longer move forward. Liu Bei had to order the station to be stationed on the spot and sent people to look for doctors and medicines everywhere. Many doctors have searched for it, but they are all ineffective. One day, an old man passed by Liu Bei’s barracks. He was very moved by the strict discipline of the officers and men in the army. He took the initiative to offer the ancestral secret recipe “San sheng Soup三生汤” (that is, raw rice, ginger, and raw tea (生米、生姜、生茶叶). The local people found pottery bowls and wooden sticks, and mashed raw rice, ginger, and raw tea leaves according to the old man’s ingredients and production methods and poured them into boiling water for the soldiers to drink. The effect is effective, the sick recover quickly, and the disease-free are no longer infected. Therefore, this packaging is to reflect the Chinese Hakka culture that serves for the people they love. Let it brings you to the world of Hakka Lui Cha.
- Agency/Creative: Wong Yen Qing
- Article Title: Wong Yen Qing Student Concept Design for Chinese Food Packaged in a Healthy and Convenient Way
- Organisation/Entity: Student
- Project Type: Packaging
- Project Status: Non Published
- Agency/Creative Country: Malaysia
- Agency/Creative City: The One Acadamy
- Market Region: Asia
- Project Deliverables: Advertising Photography, Food Photography, Packaging Design
- Format: Bag, Bowl
- Substrate: Plastic, Pulp Carton, Pulp Paper
- Industry: Food/Beverage
- Keywords: Food, Convenient Packaging, Culture
Lecturer: Deanie Cham