Hai Hai Ren Sheng Ready-to-eat seafood / 嗨海人生料理包
Keelung, the largest harbor in north Taiwan where is equipped with abounding yield of catch and famous for its’ seafood.
Most residents in this area make a living as fishermen.
“Hai Hai Ren Sheng” is a series of 3 kinds of ready-to-eat seafood products and all products are made by the most freshest local seafood in Keelung. Consumer could taste the flavor of the sea!
About the design concept
Naming: Hai Hai Ren Sheng (Pronounced in Taiwanese)
Remark:
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It is a local proverb and it means life is an adventure. In our lifetime we could face all kinds of incidents, difficulties and happiness.
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The pronunciation of “Hai Hai “ is same as “sea” in Chinese.
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The naming creatively applied paronomasia of life and sea as well as link to the local characteristics.
Idea highlight:
Differently from most food related products that use photos as the key images in the packaging design, “Hai Hai Ren Sheng” applies hand-painting to anthropomorphize neritic squid, shrimp and octopus and present the various pictures and scenario of life. Accordingly, these packaging designs play the wording in the slogan to further create the paronomasia refers to the 3 seafood and local proverbs. As a result, consumers could enjoy the fun of local culture and delicious food.
『嗨海人生』就是將基隆海港在地捕撈的海產鮮食，透過料理與加工保鮮技術製作成即時料理包，讓消費者可以品嘗到最鮮的海產。針對本次料理包的風格設計，突破過去傳統料理後的照片形式，改以手繪圖案將看破人生百態的樣貌，透過三款角色將飲食的狀態擬人化而成。他們同時具備台式下酒菜乾杯的感覺，每款包裝均融合在地的文化和漢字語，透過包裝文字上的『雙關語』，更能帶給消費者另一種趣味，同時釋放一整天的工作壓力。
