Recently, the 2022 world's leading and most prestigious packaging design competition, Pentawards, held its annual awards ceremony at the iconic London Opera House in the United Kingdom, and the "Taste of Rural Series Packaging Design" by Alibaba's public welfare design team "Looking for the Beauty of the Far Away" won the gold medal and the only gold medal work in the category of food's own brand.
Pentawards, founded in 2007, is the world's top professional competition in packaging design, committed to improving the quality of packaging design and expanding the community of packaging design, becoming the industry's most indicative competition, known as the "Oscar of packaging design".
【Pentawards Announcement Award】
Every year, the Pentawards competition will invite 12 designers with global prestige and packaging design directors of well-known companies to form a professional judging team to evaluate packaging design works from all over the world. More than 2,000 entries were submitted this year from more than 60 countries on five continents.
Since 2020, a group of Ali designers have launched the "Looking for the Beauty of the Distance" public welfare project, visiting poverty alleviation counties in their spare time to help them design regional public brand schemes. At present, it has helped more than 10 Ali public welfare key support counties such as Shaanxi Yijun, Gansu Lixian, Jiangxi Xunwu, Hebei Zhangbei and other counties to complete the county brand design, and attracted more than 1,000 social designers across the country to join.
【Winning design drawing of "Taste Hunting" series】
Last year, the "Seeking Beauty" project team and Ali Public Welfare selected unique flavored goods from more than 20 poverty-alleviated counties, and together with the local rural commissioners and local governments, jointly created the rural revitalization commodity series and IP "Taste of the Countryside", integrating environmentally friendly packaging, youthful aesthetics, and fun-filled graphic design into rural property packaging, and selling through online multi-channel sales to make goods sell better.
【"Taste Seeking" Series Lancang Coffee Packaging】
In April this year, Alibaba Charity and Baba Farm jointly did a unique "Science Coffee" online brand release and agricultural assistance activity for Yunnan Lancang Coffee, and launched the "Taste of the Countryside" version of Lancang Coffee. The results show that as soon as the event was launched, more than 3,000 coffee products were sold, and 218 kilograms of coffee beans were sold, which rushed to the second place in the Tmall coffee list, and it is difficult to imagine that this is an underdeveloped county agricultural product release, so that China's original coffee deep in the mountains has quickly become popular throughout the country in a digital way.
"Many of China's good products are hidden in small counties and are not known, and we hope that through the power of design and the Internet, these good products will go out of the mountains and be seen by more people." Huang He, the initiator of the "Seeking Beauty" project team and a senior design expert at Alibaba, said.